Mobile video is the new arena for online ad supremacy
Players big and small are gearing up for the new arena for online ad supremacy – mobile video. In fact, with traditional advertising companies trying (the word for it is scrambling, really) to get a foothold in interactive space, and with more and more brands and publishers trying to cut deals, merge, or partner with numerous online video content and mobile video companies, the big interactive diorama is set for a battle royale supremo.
Facebook seems to be leading the pack – its ad revenues from mobile video comes at a walloping 60%, a market barometer that says that the mobile market has made a dimensional jump from a couple of years before. Google and YouTube are not far behind and may even be leading in several important areas. These other two social media giants have taken viewership and distribution leads in North America, where interactive activity is close to becoming the standard (or the only way) for all distance communication. Facebook has taken over LiveRail; Google diverged into a different path in the woods and bought Twitch, a gaming and video interface with a potential for billions of hits per month.
All these would not have been possible without tablets and smartphones coming into the picture. (Remember when? The fact that we could no longer think of life or the present without a smartphone or a tablet, or both, is one of those psychological bubbles that attests to the great power of advertising psychology). YouTube, Netflix, Sky and Amazon Prime are roping in mobile viewers. Meanwhile social media giants Google and Facebook are facing off in the main event – the duel to become the social media platform for mobile video ads. This is only the beginning – these two seem to be in some form of rival collusion as they circle (read: avoid) each other in accessing non-aligned fields with great potential and carefully consolidating their strangleholds in these fields. When they do clash, it will set the world on fire.
Content is king – and all brands and publishers worship at the foot of William Burrough’s monument in the Bronx to provide quirky, sexy, irrefutably memorable, post-psychedelic pastiches of life as we should know it. Television is nowhere near as edgy, or forward-looking. The second is debatable, but if forward means facing in the direction where the financial statements lead, then mobile video is looking and moving forward at light speed. And online advertising is where any self-respecting advertising company wants to be. Right now.