The research, conducted by Dimensional Research, found that 96% of global marketer and agency employees surveyed claimed they faced challenges with mobile video – with difficulties in developing compelling creative being cited by 44% of them.
Finding properties to effectively deliver video was cited as the second biggest challenge by 35% of respondents. Finding the right properties and channels could also pose problems; 42% of respondents run mobile videos on six or more channels, while 17% run mobile videos on over 20 different channels.
Facebook was considered an important channel by 75% of respondents, followed by in-app advertising on other apps (69%), YouTube (66%), the company’s own app (20%) and Snapchat (18%). The ideal length for a mobile video was considered to be 15 seconds or less by 70% of those surveyed.
The broad range of metrics / KPIs used to measure performance of digital media, was also considered a major challenge. Respondents cited 15 different metrics/KPIs used, including Cost Per Install (CPI), Click Through Rate (CTR), Video Completion Rate (VCR) and Cost Per Completed Video (CPCV). Not one of these methods was used by more than half of those surveyed.
“This research shows that mobile marketers are dealing with a significant number of different metrics and KPIs for video, and an enormous range in the types of measurement,” said Diane Hagglund, founder and principal, Dimensional Research. “When you combine this with the fact that not even half can agree that any of these metrics is worth tracking, it clearly indicates a metric standardisation challenge for the industry.”
Although 55% of respondents are using three or more metrics / KPIs, 46% are still not satisfied at their ability to measure the success of their mobile video programmes.
“As a data-driven mobile growth solution, we see opportunities among the creative, channel and measurement challenges mentioned by the survey respondents,” said Moshe Vaknin, CEO and co-founder of YouAppi. “Along with our partners, we expect to roll out a range of solutions, which will enable our customers to overcome these challenges and utilise mobile video to grow their businesses while enhancing their customers’ experience.”
YouAppi’s OneRun platform combines machine learning with YouAppi’s proprietary predictive algorithms and cohort technology, to analyse the mobile content consumption patterns of over 1.5 billion users, claiming to convert data into profitable users.
Despite the challenges, well over 90% of YouAppi’s survey respondents believed the importance of mobile video will continue to increase in coming years.
Dimensional Research surveyed 218 global mobile marketer and agency employees in May and June 2017 for the study.