Media Maturity: How to Optimize Mobile Marketing Videos
Video marketing as we know it is a very popular and practical means of driving conversions. Digital marketers should be exploiting all its power in every one of their marketing drives. This article sheds light on how you can deliver multimedia experiences and custom-branded video that are optimized for just about any mobile device.
Marketing Videos – Not Limited to Youtube
There’s no denying Youtube’s practicality and ease-of-use when it comes to creating awareness and distributing your content. Unfortunately, your video player cannot be customized and there’s no SEO credit through which you get to drive traffic right back to your main page. There are also video size and quality concerns as well as the complexity of optimizing your website for all mobile devices.
The demand for video marketing continues to rise to support brand presence, product demonstrations, customer service initiatives and training – businesses must have a mode or model through which they can easily manage and distribute videos, all the while ensuring that quality is completely optimized for streaming to all mobile devices.
The capabilities that come with today’s online video platform technology let you publish videos directly on your mobile app or website. In addition, it also lets you control settings responsible for creating the most optimal viewing experience, irrespective of the device or bandwidth used to view the video.
This is actually very easy in practice: using the latest media technology, all you need to do is upload the video, select the viewer, add some custom elements where needed, select video encoding presets, and finally, embed a code or publish the URL that will be added to your website or mobile app. The entire process takes only a few minutes.
Now, we’re going to observe some steps that can be taken to make sure your website video experience is optimized to the max.
Video Encoding – Best Practices
Your most prominent marketing asset should boast the best image quality, butter-like playback, all packed in the smallest size possible. All of this is achieved when the source video is produced with optimal settings as marketing assets are encoded.
When making videos, remember, whenever a pixel changes it must be encoded again. Therefore, changes like zooms, dissolves, fades and fast pans must be kept to a minimum. Only use them when they add to the overall impact of the video, i.e. the story you want it to tell.
Good encoding entails narrowing it down to just the right mix of settings – resolution, bit rate and aspect ratio. Always choose a never-before-encoded high quality video source.
You need to encode all your marketing assets at the exact same aspect ratio as the source file. Just to give you a gist of things: when reducing the resolution, the encoded file must be precisely one half, one third, one fourth, of the source.
Bit rate is a very important setting because reducing it, especially to extremes, will adversely affect the video quality. High resolutions demand a high bit rate in order to retain good viewing quality. Generally, you should either increase the bit rate or resolution – the rest can be adjusted later to further optimize the video quality.
Sound complicated? Wondering if you need to work this way for each and every device? As far as dynamic media goes, no. All you need to do is figure out how you can encode to get the best quality target that’s needed – the best resolution screen with its corresponding max bit rate. And the dynamic media delivery engine handles the rest. It detects the device which is requesting a video along with bandwidth, and immediately incorporates the streaming according to the most optimal bit rate that’s available.
The great thing is dynamic media includes best practice video encoding models that are in place to entertain almost all standard devices. With just a click, you can make use of these video coding presets or create custom ones as needed.
Playback Optimization for Mobile
You need to have a video viewer that’s adaptive as well as responsive – one that’s capable of adjusting video viewer size automatically, streaming and layout, all based on page breaks detection as well as device, browser, OS and bandwidth.
The best way to go about it is to have your viewing experience designed in HTML5 while using CSS for button customization controls and poster image where needed. Adaptive streaming technology that’s already embedded in dynamic video viewers automatically detect the mobile user’s device – Apple streaming (where available) or Flash is used along with HTML progressive streaming (when needed) to provide the smoothest, most high quality experience.
Using this approach, you simply have to work on the designing once and keep an asset in your arsenal that caters to both mobile and desktop.
Fine-tune your design choices and use the right tools – you can have your asset work as a single master workflow. This prepares you well to deal with all platforms while relying on a single design strategy.
Take Complete Advantage of Mixed-media Viewers
After adding video to your website, you need to crank it up a notch or two by having 360 views of your products, so that customers can get a complete tour. This requires filming your product from at least twelve angles in order to get the right ‘spin effect’.
Based on preset settings, your asset management tool can automatically assemble and deliver every single spin into the viewer on demand. The dividends are high – customers can easily relate to your product and are generally more inclined to buy it.
Now that you have a plethora of diverse media assets, you should organize them inside the mixed media viewer. This customizable media player will perform the task of displaying video, zoom views and spins, all in one window. A collection of icons displays the available views. Many seasoned retailers have come to the conclusion that putting the video first and foremost will boost conversions.
The Dell product page is a good example that demonstrates all this: the image gallery sports a zoom feature as well as clickable hotspots to showcase product details. You’ll notice the 360 spin with zoom capability we just mentioned. The video pops up in a sleek player, offering the user full control along with a social sharing option.
Responsive design mixed-media viewers are easily accessible and can be customized in a number of ways to cater to branding preferences.
Got a suggestion or two for optimizing mobile media marketing? Your comments are quite welcome. You can also talk directly to our mobile dev team.