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Originally published at Internet.comVideo isn't just exploding in popularity online, but on mobile devices, as well. How content providers can best reach viewers, however, is rapidly changing. We spoke to an industry expert about four key trends in mobile video.
Ortiva Wireless has been in the business of mobile video optimization since 2004. It licenses its optimization services to wireless carriers and content providers, working with both "on-deck" content (video available through a proprietary walled garden system) and "off-deck" content (video from providers that don't have a relationship with mobile carriers). We spoke with Brad Hurte, Ortiva's vice president of marketing and product management.
"Mobile video is a nascent but rapidly growing market. Witness today's announcement by YouTube making it's entire video library available to mobile phones," said Hurte.
Four Key Trends in Mobile Video * Ad-Supported Models Will Replace Subscriptions
Viewers may hate ads, but they hate subscriptions even more, which is why mobile video will shift to an ad-supported model. Because the carriers have information on the cell phone owners, these ads can be targeted to specific demographics.
Banner or watermark ads are popular, but in-stream ads will continue to grow, Hurte said. When asked about the results of a recent report from Burst Media showing that a large number of viewers will stop watching videos when confronted with in-stream ads, Hurte said that there's a gap between what people say they'll do in surveys and what they actually do.
Hurte noted that the Mobile Marketing Association has created ad standards to ensure that ads are uniformly placed that that viewers get a suitable experience.
* Viewers Will Gain More Control Over What They Want to Watch
There are two schools of thought on what kinds of videos succeed on mobile devices. One follows the Internet model and says that videos should be short, heavy with user-generated content, and "snackable." The other follows the TV model and says that people want high-quality longer form content.
The truth, said Hurte, is that both forms have a place, and that viewers need more choice in deciding what they want to see. Content providers should concern themselves with creating quality content, not content in a specific format.
* The Walls Are Coming Down
The walled garden approach-limiting viewers to specific video content offered by the carrier-isn't working. Consumers want the freedom to discover their own content. Hurte noted recent steps in this direction, such as Verizon announcing greater openness, and the Apple iPhone, which never offered walled content.
While content discovery is more challenging on a mobile phone than on a computer, Hurte sees news tools coming that will make it simpler for the viewer.
* The Quality of Experience Is Going Up
Mobile video poses significant backend challenges that make it difficult to deliver a reliable stream. Small pipes offer less bandwidth, but greater reliability. Larger pipes seem like the answer, but greater bandwidth also brings greater signal variability.
As networks look beyond 3G, bandwidth alone isn't the answer to delivering more video. Networks also need ways to combat noise and interference.
Looking ahead, Hurte sees greater freedom in the coming years for mobile video viewers.
"I think we'll have much more ad-supported content being delivered over mobiles that have direct access to the content, as opposed to going through a walled garden," Hurte said.
Author: Troy Dreier
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