Personalising Mobile Video The Right Path

Personalising Mobile Video The Right Path

InTarget has been evangelising the use of video in mobile marketing campaigns for several years now. We’ve mentioned many times in these pages that adding video to mobile marketing messages boosts customer engagement by around a third.

Then came news earlier this year from industry commentators Mobile Marketing Watch that consumers are expected to spend almost 50 minutes a day watching online videos by the end of 2017. Of course, most of them will be using mobile to do so.

Now, with the increasing popularity of video comes an emerging threat on the technology horizon. Adding video to the mobile marketing mix might start getting challenging as Google announced last week that the version of Google Chrome which is being released in January next year, will only allow videos to start auto playing that do not have sound. Alternatively, for sound to play, the user should have indicated that they have an interest in the media.

To decide whether a user does indeed want audio to play audio or not, Google says it will take into account the number of times the user has visited a certain website and the frequency of media playback on each visit.

All of this really just takes us back to the primary reason why mobile marketing is so awesome. It offers a degree a personalisation and segmentation that traditional media platforms can only marvel at.

This latest announcement from Google that hints at the smallest potential future threat, simply means mobile marketers need to continue on the same path of ensuring that we carry on developing relevant, personalised messages for consumers who want to receive our client’s messages. This way, the blocking of mobile video, or any other mobile medium, will always be avoided. It’s business as usual over here!

Grace Mlimo
Grace Mlimo is Group Vice President: Mobile Solutions. She is a seasoned mobile industry veteran with her role at InTarget covering all value-added service (VAS) business. She joined the firm with a fantastic telco pedigree, having achieved significant success at the continent's biggest mobile network operators and at the biggest SMS aggregator in the world. She is a key team member.

 

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