Interested in reaching mobile viewers with your company's message? Skip shooting costly commercial ads, a new study suggests. You'll grab more eyeballs by turning your message into a creative and engaging short-form video disseminated online.
Across the pond, for example, the most-viewed mobile video in May was T-Mobile's spoof of William and Kate's royal wedding, according to Vuclip, an independent mobile video service. Vuclip based its usage report on its 330 million monthly mobile video views.
Closer to home, the No. 3 most-viewed mobile video in the U.S. was a Corning commercial praising the wonders of glass. "A Day Made of Glass" also showed it had international viral chops by scoring top places in Vuclip's charts in Venezuela, Indonesia and Malaysia.
Leading off Vuclip's list in the States was a short video of the Tampa Bay Rays' Evan Longoria bare-handed catch of a baseball before it decked a TV reporter. Though it wasn't a commercial, the clip went viral and created goodwill for the player.
"A good commercial can be as viral as anything we see from Justin Bieber or Lady Gaga, said Nickhil Jakatdar, Vucliup's CEO."The mobile video medium and the short-form nature of commercials give brands a whole new way to reach mobile consumers , many of whom don't have access to TV."
The report also showed the relative popularity of different mobile devices across geographic areas. Although the iPhone is the key driver of viewing in the U.S., BlackBerry devices held four of the top five spots for global mobile video consumption worldwide. The iPad has also joined the fray, ranking No. 15 in terms of data consumers by device in May.