As Mobile Usage Soars Brands Turn to Mobile-First Creative

In 2016, Internet usage on mobile shot past desktop for the first time. Now, you can count TV as the next channel to be surpassed as U.S. consumers spent more time using their mobile devices than watching TV for the first time in 2019. With the steady increase of bandwidth and the explosion of video content, the transition to mobile has been years in the making. From user-generated content (UGC) to Oscar contenders distributed on streaming networks, video traffic continues to surge and is on pace to grow to 82% of all Internet traffic by 2022, according to Cisco.

Not only has the rise of mobile had an effect on entertainment and marketing, mobile is now poised to become a key driver for eCommerce sales. With 90% of consumers using their mobile device to make purchasing decisions, and new eCommerce features being rolled out on Instagram and TikTok that are accelerating the ease of purchase where audiences are already browsing, it’s no surprise advertisers are looking for new and inventive ways to connect mobile-first creative with audiences that are ready to shop on the go.

As video advertising on mobile continues to evolve, we’re starting to see creative emerge that plays to the strengths of the medium. From artificial intelligence (AI) to direct-response advertising techniques, brands are utilizing tech and strategy to make more informed decisions about their creative.

‘If you’re not planning for mobile as your first point of contact for advertising, you’ve already missed the boat.’  – Rachel Tipograph, Founder and CEO, MikMak

Here are a few brands that are leading the way with video advertising designed for mobile:

GLOSSIER – As a brand that got its start by growing a loyal following through organic direct-to-consumer (DTC) engagement, Glossier has leveraged its extensive first-party data into an ongoing series of highly successful video campaigns. By primarily featuring community members who are shot on mobile phones, there’s a feeling of authenticity that’s native to the mobile experience. With self-expression at the center of the brand’s identity, they’ve created an army of brand advocates and influencers that extend the brand’s mission across touchpoints. By enabling their audience to demonstrate new products and features, their ads are shared across high trafficked mobile platforms including Instagram, WhatsApp, and Twitter, as if they were organic content.

OLIVERS APPAREL – Utilizing a full-funnel advertising approach, Olivers produces everything from fast-cut product feature videos to demo videos hosted by the companies’ founder. Across their advertising content, they utilize techniques that are specifically tailored for the mobile viewing experience. For example, they create all of their ads in optimal aspect ratios for mobile including 9:16 for stories and 5:4 for feeds, and their creative is built to grab attention within the first 3 seconds without audio. In the competitive category of men’s apparel, Olivers stands out as a brand with a strategy built around an understanding of how to use mobile video throughout the full customer journey.  

HOTELS.COM – Hotels.com moved their TV spokesmen Captain Obvious into the world of social media with a campaign that tapped into a universal social media theme, the “Hate Like”. By creating an optimized story that lived within a native platform, the brand was able to create a fun, relatable campaign driven by user engagement and shares. In addition to TV ads, they used Facebook and Instagram advertising to drive users to a branded eCommerce landing page that sold on-brand merchandise that you could use to make your trip more “hate-likable”. Brand consistency between ads and a landing page designed with strong conversion rate optimization (CRO) specifically with the mobile user mind is another way to remove potential roadblocks for purchase.

Mobile phone usage is as ingrained in our lives as much as any other daily activity. As video consumption continues to expand, it offers new possibilities for advertisers to bring their campaigns to life where consumers are truly engaging with their brand. With an understanding of best practices for mobile strategy and creative, forward-thinking brands are utilizing tech and data to drive concepts that connect emotion to purchase in the palm of your hand.