MAD VidS article on how it can help mobile marketing be more acceptable to consumers and still get vendors message out effectively.

1. The Giant Hole in Mobile Advertising & How Mobile Marketing Will Fill It
Mobile advertising is going to continue to be the fastest growing market in advertising with
video ads providing the greatest turnover for click through as well as branding. Video allows for
more information to be transferred in minimal amounts of time from a vendor to consumer
providing the greatest message impact. Previously this has always been universally understood as the
TV commercial. Through proper marketing and tech, the ability to get these services to consumers
through mobile AND be video is not only more viable, but can open new venues for the “in your
face” mobile commercial.
7 Big Challenges That Threaten Mobile Advertising's Meteoric Growth
Consumers Frustrated by Stalling Mobile Video Ads
The largest hole in the mobile ad venue lies in correctly incorporating mobile video as a
better solution for the customer where the data services, bandwidth allocation, streaming services,
customer acceptance through ad length, and network shortfalls make streaming models unattractive
to both the ad provider and the consumer. Waiting for the streaming video to come through and
having to cache is a process that is slowing both standard internet video advertising as well as
mobile. This has been frustrating customers for a long time and causing them to ad block or turn
off the offending stream as their thought is that the embedded vid must not be worth the hassle.
Marketing needs to be a better balance of human factors and technology advancement.
THE US DIGITAL MEDIA AD SPEND REPORT: Mobile will fuel strong growth across formats
as desktop and traditional spend slow
THE DIGITAL-VIDEO ADVERTISING REPORT: Mobile and social are fueling video growth as
dollars shift from display to video
The solution to this problem is to incorporate micro mobile advertising videos, and embed
them directly into applications themselves. Neither of these concepts are new, but combining them
offers a new genre that answers many current user angst's of mobile advertising. By utilizing the pre-
caching method it gets commercials to customers that are offline, have slow service, and can be
instantly played and done. By reducing the video length will make advertising more palatable to users
attention spans and allow for new genre’s of display such as e-books and magazines. One company
advancing this concept is Research & Develop Everywhere which is dubbing these short
commercials as “Picomercials” on their Mobile Advertising Video System (MAD VidS). Similar to
vines they are packing the message into a short 3-6 second timespans and then running these from a
swappable embedded service within the host applications themselves. To offer the least intrusive
results to consumers, they are running the ads during loading sequences that are longer than the ads.
With a 5 view guarantee, and a built in mesh architecture of the ads in the apps, these Picomercials
can also be viewed from behind apps other than the host app, and then swapped after the 5 views to
avoid going stale. The swap/sync of the vids can be integrated through utilizing the same Real Time
Bidding (RTB) process that currently exist without shaking up the current advertising infrastructure,
or directly through the MAD VidS service. This solution is fully complimentary and integratabtle
into current mobile advertising architectures. This first of its kind architecture is now in prototype
which will soon be accessible through www.RDEverywhere.com/madvids.
The next solution to better mobile advertising has arrived.
Written By: Bradley Henderson