An exponential explosion of Mobile Video in S.A.

An exponential explosion of Mobile Video in S.A.

According to Hannes Prinsloo (Director, Opera Mediaworks S.A) and John Beale (Managing Director, MEC CT) there has been an exponential explosion of video content in South Africa, with Facebook Mobile Video consumption going up by almost 400% in the last 6 months. This means that the costs to attract a video viewer in South Africa are decreasing and the amount of viewers is increasing.  Beale explains the three main factors driving the increase in mobile video consumption: firstly, Facebook has created a new way to share video advertisements; second, YouTube has also done a lot of work in differentiating their standard definition and high definition video quality on Mobile; and third, mobile video networks have implemented significant research into penetrating the South African marketplace.

Smart Tech to increase efficiency and consumption of Mobile Video in S.A….

However, the struggle with buffer speeds in South Africa continues for the moment as  video quality is adjusted to facilitate quicker loading. This will soon be improved with the release of  smarter technologies that compress a video before it is downloaded, and then decompress a video before it is watched. Prinsloo and Beale stress, that it is still important to deliver  high quality video to mobile phones and devices – and that’s where this tech becomes key. ‘Native in-feed video placement’ that will allow a video to play while content is being consumed – whilst muting the audio – is also currently in the experimental phase. This allows the viewer to decide whether to watch the video with audio or to simply scroll past.
Vodacom recently released figures that confirm  almost nine million smartphones registered on their network. If one extrapolates that to include other networks you’re looking at a figure of roughly 20 million smartphones. With this amount of consumption, data prices will be decreasing and 4G and 3G rollouts will accelerate as this is a growing revenue stream for  networks.

The ‘Shorter Video is Better Video’ Mobile rule might soon change

Currently, the biggest debate about video on Mobile is around the length of the video. (Video ads created for TV do not work on Mobile for a number of reasons, one of the factors being that titles and  ‘call-to-actions’ are too small to be read on a smartphone screen; titles and text  needs to be shorter and the video needs to be filmed in close-up to make an impact on Mobile.) A good example of short-form videos is what the fast food chain Carl’s Junior did during  the Super Bowl; these were five-second videos which piqued a viewer’s interest and then allowed them to interact with many other – and longer length – videos, through Facebook, Instagram, Twitter and YouTube. While the ‘short is better’ rule holds true for the moment, this is set to change and there will be a place for long-form video on mobile. Thanks  to connection speeds increasing and data costs decreasing, users will form the habit of watching longer videos and this will open a door for brands. Studies have shown that these long-form videos tend to be consumed at night and so media planning  needs to be tailored accordingly. Beale says that, from an advertising perspective, brands need to start taking video content seriously and need to work with media owners to create the right type of content.

An exponential explosion of Mobile Video in S.A.

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Category: Mobile