The MMA has now released the outcomes of its first ever research focusing on this subject.
The Mobile Marketing Association has now shared the results of its Mobile Video Benchmark Study, which is the first research of its nature that had been commissioned by the organization.
The MMA commissioned the study in order to be able to provide solid insight about the use of video.
The study was commissioned by both the MMA and its Mobile Video Committee. Its purpose was to examine the performance of video in mobile marketing so that insight could be provided to publishers, agencies, advertisers, and third party video servers, among others who could stand to benefit from the expanding popularity of the technique. This appears to be exactly what this benchmark study has managed to accomplish.
The mobile marketing insights are considered to be first of their kind, particularly considering their source.
According to the MMA’s CEO, Greg Stuart, “This collaboration of MMA members to produce a ‘first of its kind’ Mobile Video Benchmarking Study validates that mobile video is beyond the tipping point. We are seeing new behaviors and attitudes develop as mobile becomes validated as the real first screen.”
He also added that it is becoming ever more evident that video over smartphones is becoming a “very powerful too” to be used by promoters, advertisers, and marketers, as they seek to access the “biggest transformation” that has ever been experienced within the marketing industry.
There were four primary topics of insight that were the focus of the study. These included:
• Mobile video engagement
• Mobile video ad length
• Mobile video at midnight
• Ad frequency engagement
Within each category, several statistics, observations, and predictions were made to help to better understand mobile marketing using video and to predict the direction that it could take. The MMA has also stated that it intends to continue in the creation and production of this study, over time, as they continue to pursue a better understanding of the way in which these early metrics will perform into the coming months and years. It also intends to keep the doors open to the evaluation of new metrics that will expand on the insight into the benefits and nature of mobile video.