Online video advertising is currently the fastest growing ad category in the world. This is why Facebook's taking the fight to YouTube, seeking to become the dominant player in the online video space, this is why we're seeing more and more social platforms support video and new forms of video content. The rise of mobile video consumption and improved connection capabilities have enabled a new world of audience engagement, a world in which video is now a key element. And with people able to watch video content whenever and wherever they want, it's quickly becoming the new standard - video works because it generally has a higher engagement factor than images or copy alone.
This trend is reflected among Twitter users - research conducted by Research Now earlier this year found that 82% of Twitter users watch videos on Twitter, and 90% of video views on Twitter are conducted via mobile device.
In line with this, Twitter is now moving to incorporate more video options into their ad offerings, bringing 'the power of video' to mobile app advertising on the platform.
As per the video, Twitter's new Video App Card ads will autoplay in-stream, generating more attention for your app. The app card also enables advertisers to show a preview of their app, which, according to Twitter, results in "a more educated - and more qualified - user.'
"In beta, we saw that this highly engaging format helped some advertisers nearly triple their conversion rate from app click to install"
Stats like that, while subjective within the context of a new product announcement, cannot be overlooked. While not everyone has a killer idea for a great video ad, or a short-film style presentation that captures the essence of their product, it's clear to see how, particularly in the case of autoplay video, such ads can capture attention and bring in leads. All brands should be considering ways they can capitalize on this, and additional options like Twitter's new Video App Card make that process a little easier to reach.
To underline the value of their new offering, Twitter has also included a listing of advertiser success stories from their test partners, including testimonials from social discovery app LOVOO, game studio MiHoYo and Scopely, which created the recent game "The Walking Dead: Road to Survival".
"We found Video App Card to be one of the most effective ways to give prospective app installers a rich preview of our app experience. The Video App Card informs users of what to expect from our application before they download, which has led to higher quality installs, has boosted our retention rate and has increased the lifetime value of installed users. With Video App Card, we have seen an ROI increase of more than +10% vs. other mobile app promotion campaigns we have run on Twitter."
- Lorenzo Rossi, Performance Marketing Manager, LOVOO
The power of video cannot be under-rated, and the capacity to use the medium in new advertising forms can only be of benefit to advertisers. If you've not considered video marketing yet, it may be worth factoring into your future planning and utilizing new functionalities, like Video App Card ads, to stay in-trend and capitalize on audience attention.