While mobile video is still appealing to most marketers, its ubiquitous nature is making it lose some of its initial luster. One increasingly used method is 2D mobile codes, which is what Sports Illustrated did for their recent swimsuit issue; they bucked the trend of a pre-roll ad with a much shorter slide indicating sponsorship from Trojan Ecstasy.
“All puns about good fit aside, the ad is effective in its brevity and placement. Unlike a pre-roll, it is neither tedious nor avoidable. You get it before you even have the opportunity to drop out of the video. It has the benefit of frequency, a simple message that occurs at the end of every video in the SI/JAGTAG sequence,” writes Steve Smith. “I think the potential for short, short form video sent directly to the phone via MMS is incredible. But we need someone to start thinking beyond video for video’s sake and make the content match the format and the use case. The ad model is already here.”
Source: MediaPost {link no longer active}
