March 23, 2017

The future of video - the battle to win mobile

In the mobile age, it has become increasingly more difficult for brands to tackle digital content. People's preferences, behaviours, and attitudes toward video are rapidly changing. 

To complicate things even more, key Platforms such as Snap Inc. (aka SnapChat), Facebook and YouTube are constantly evolving their video experience. As they constantly swing between delivering the best user experience and satisfying advertisers -  in a bid own this lucrative market. 

Snap Inc. are the innovators in this space, looking to become "the HBO of mobile". Their unique Discover section full of professional publisher magazines is set to become the premier place for mobile video. Airing shows such as BBC's Planet Earth, The Voice and even the Bachelor. Not only are they delivering killer content, they know how to make content more watchable. Giving users the unique ability to tap to fast forward, a natural extension of the experience.

Meanwhile Facebook continue to experiment with video in their newsfeed in a bid to ensure video advertising cannot be ignored. This includes turning sound back on as the default for video and controversially introducing a new "mid-roll" ad format which are inserted in the middle of publisher clips. An approach which seems to favour advertisers to the detriment of their user base.

While YouTube are heading in the opposite direction. With their latest updates looking to deliver a better ad experience for users. Announcing they will be removing 30 second non-skippable ads in addition to captioning their library of over 1 billion videos to make them more accessible.

So as Platforms battle for video supremacy, those striving to deliver the best watching experience will ultimately win in the long run. As for brands, experimentation is the key to tackling the dynamic video landscape.


Further reading:
YouTube Will Remove 30-Second Non-Skippable Ads In 2018
Digital advertisers should take a page from Snapchat's playbook
New Ways to Watch Facebook Video
Snapchat beyond Stories: Be the HBO of mobile