Reaching Millennials and Gen Z with Mobile Video Ads
November 9, 2018 | Article written by Carly Morris
In the past few years, video marketing has become a major priority for advertisers. And, if you’ve been following the trends and stats on video, you also know it’s only becoming more lucrative by the day.
In 2018, 63% of businesses integrated video content into their marketing strategies. It’s also been reported that 81% of individuals have purchased a product or service after watching a video about it.
While video is an integral strategy across platforms, mobile + video proves to be a winning combination when it comes to reaching the coveted Millennial and Gen Z markets.
How Can Advertisers Use Video in Their Digital Strategies?
There is an infinite number of ways that digital marketers can leverage the popularity of video among their core users. Think, for example:
● Company Overview Videos:
Create a company overview to make your “About Us” fun and interactive.
● Tutorials and Product Demo Videos:
As they say: show, don’t tell. 80% of consumers think that a demonstration video is helpful when making a purchase. Product or tutorial videos are a great way to increase engagement, encourage a sale, or simply help users understand your app’s features.
● Customer Tutorial Videos:
Humanize your audience reviews by bringing their stories to life! The top three most effective types of video content are customer testimonials (51%), followed by tutorial videos (50%) and demonstration videos (49%). Sharing customer experiences and stories through video helps show how real people are benefiting from your service.
● Video Ads:
Arguably one of the most effective ways to capture customers’ attention on mobile is by harnessing the power of interactive video advertisements.
Best Practices for Mobile Video Ads
Millennials, Gen Zers, and video ads are a match made in heaven. Here’s a few of our insider tips on optimizing your video ads to reach these audiences in the most engaging way possible:
● Keep Your Mobile Ads Short:
54% of Gen Z prefer 6-second video ads, while 39% of Millennials prefer 6-second cuts. Focus on creating a video length tailored to the audience you’re trying to reach, and aim to capture their attention right off the bat.
● Try Rewarded Video:
46% of survey respondents said rewarded video is the most engaging mobile video ad format in their online worlds. Try experimenting with offers for special discounts or upgrades in return for watching an ad, and track downstream user quality closely.
● Create Personalized Ads:
Now more than ever, users want ads curated to their unique interests and needs. In fact, one in four surveyed Millennial and Gen Z app users reported that they prefer personalized mobile ads. Everyone knows it’s easy to brush past or ignore ads that feel irrelevant, so be sure to tailor your ads to exactly the users you’re looking to engage.
As mobile, social, and video continue to grow, among Millennial and Gen Z users as well as the mobile ecosystem as a whole, embracing video as a medium is no longer a matter of “if,” but of “how.” Take a look at your audience, goals, and customization strategies to further engage and reach new users in interactive and personal new ways with digital video.