Optimizing Video for Mobile Devices

Companies are increasing their video ad spend in 2012. Creating optimized videos for mobile devices will ensure that videos reach a wider audience and provide increased returns on their advertising investment.

Companies are expected to spend $7.1 billion on video advertising in 2012, which is an increase of 72 percent over previous years. In many cases, consumers are accessing videos on their smart phones. Companies that optimize video for mobile devices will ensure that their videos upload quickly and will provide a positive interactive experience for mobile users.

Optimize Video For Mobile User Input

Simply put, mobile users tap a screen instead of clicking on a screen with a mouse. This means that buttons in video for mobiles must be larger. Another consideration is that mobile does not have the ability to roll over a space to bring up a volume button, so users will have to make menus compatible with tap functionality.

Consider Screen Size

In contrast to 13-inch laptop screens, mobile screens are three to four inches in diameter. Both Android and iPhone require videos to be re-played in full screen format rather than playing videos inside an HTML page. Interacting with other parts of the page, such as pop-up ads, is impossible. Custom controls or graphics will have to be displayed either before or after a video because a smart phone will only provide built-in buttons for pausing and seeking.

Deliver For The Customer On-the-Go

Mobile devices are often used where Internet connectivity may be sporadic or interrupted. Connection speed may change dramatically if phones switch back and forth from 3G to WiFi in the middle of a video playback. Therefore, most experts recommend that companies utilize HTML Live Streaming. HTML Live Streaming continually adjusts the quality of the video based on the bandwidth of the connection. At this time, all iOS devices support this type of streaming, but Android only supports the process on Version 3.0 or above. For older Android devices, companies can provide multiple choices for video quality before the video begins.

Create "View Later" Functionality

Mobile users may not have time to watch a full video while they are standing in line at the coffee shop. However, users will appreciate the option to tag a video for later viewing. Using cookies, log-in or other emerging services will allow businesses to send a reminder to customers to watch their video later.

Companies are providing more and more videos to explain their products and services to customers. Video content, such as product tutorials or information overviews, provide an important customer service. To serve customers who prefer to view videos on their mobile device, companies should optimize their video library for smart phone functionality.