EXHIBITION NEWS May 2017 - Page 19

FEATURE Lights, camera, action! Words: Annie Byrne As mobile video drives internet ad spend to a record £10bn, EN goes behind the scenes of Mash TV A ccording to Forrester Research, one minute of video is worth 1.8 million words. The institute also reports that video is 600 per cent more effective than print and direct mail combined, and 1,200 per cent times more likely to be shared than links and text combined. It is timely then that Mash Media announced the launch of Mash TV, a video-making service specifi cally for the events industry, at this year’s EN Awards. “Video is such a great way to get your message out to the industry, yet it is amazing how few companies are actually taking full advantage of it,” says Mash digital editor and Conference News deputy editor Martin Fullard, who is spearheading Mash TV. With emerging social media apps using videos entering the world of events, the industry is looking more and more to video as businesses want to create a lasting impact on consumers and, therefore, their visitors. The rising amount of short video clips, TV programmes and fi lms people watch on mobiles has helped UK internet advertising grow at its fastest rate for nine years, crossing the £10bn threshold for the fi rst time. “While anyone can fi lm a short video on their phone and publish it online, getting it front of the right audience isn’t always so easy,” Fullard adds. “Not only can Mash TV fi lm and produce a professional video in an editorial style, it can also ensure it gets through to the right audience, aka the events industry. A video can be timeless, and shared over and over and again. The appeal is obvious.” With numbers continuing to rise, creating, sharing and viewing video content has become a mainstay in many events and a steadily growing trend in both UK trade and consumer shows. According to a 2015 consumer insight report, more than 300 hours of video content is uploaded to YouTube every minute, a large percentage of which is created and shared by individuals. A challenge faced by producers of offi cial video content is to be able to match the lightening quick updates posted by the attendees and exhibitors themselves. On top of this, companies are investing more on internet ads alongside videos. The amount UK companies spent on internet ads rose 17.3 per cent year-on-year to £10.3bn in 2016, according to the Internet Advertising Bureau UK and PricewaterhouseCoopers Digital Adspend report. Mobile video ads were the fastest-growing format, doubling in size (103 per cent) to £693m. The rise in mobile video ad budgets refl ects online YouGov data showing that in the last six months, 54 per cent of British smartphone users watched video clips on their phone, with two-in-fi ve of these saying they do more of this than a year ago. UKOM, the offi cial body that measures online behaviour, shows that nearly half (48 per cent) of adult’s internet time is now spent on smartphones, compared to 38 per cent on desktops or laptops and 14 per cent on tablets. As a result, mobile ad budgets increased 51 per cent to £3.87bn and mobile now accounts for 38p in every £1 spent on internet ads. “People are increasingly using their smartphones to watch more clips, programmes and fi lms,” says the IAB UK’s chief marketing offi cer, James Chandler. “Consequently, as companies have to follow what the industry 19 calls ‘eyeballs’ to get their ads in front of people, they have to allocate more budget to mobile and online video as that’s where people are spending more time.” Sebastien Bardin, Sony Mobile’s European senior digital marketing manager, adds: “It’s not just about using TV ads online – brands need to create content specifi cally for mobile. What works on a TV or cinema screen may not make the most of the benefi ts of an interactive, more personal experience on the smartphone.” Mash TV goes live Mash TV has joined Mash Media’s digital portfolio as a premium advertorial service, with free-access content hosted on its YouTube channel and published across its existing websites: Access All Areas, Conference & Meetings World, Conference News, EN and Exhibition World. Mash TV will produce and fi lm a video for your company and publish it online across the relevant Mash Media website(s) and promote it through newsletters and social media, ensuring it reaches the right audience. Clients will be able to use and share their video on their own websites and social media channels. EN For Mash TV enquiries, contact Paul King on pking@mashmedia.net or call 020 8481 1122. exhibitionnews.co.uk | May 2017