Recent surveys show that the vast majority of marketing experts agree that most consumer engagement is occurring on mobile apps. In addition, video is widely seen to be the most effective way to interact with potential customers. These two facts, it seems, are what is driving AOL in the year to come.
AOL’s Global Chief Marketing Officer, Mark Connon, said, Mobile video now plays in most every conversation I’m having. Mobile video accounted for 55% of mobile data usage by the end of 2014 (global) and this trend is just increasing. Everyone knows the video opportunity; it offers the highest engagement opportunities with consumers. In 2015, video accounted for 55% of the world’s mobile data traffic and is expected to rise to 75% by 2020.”
He went on to say, “You need access, scale and precision to compete at the highest levels. Brands want to know how they can combine first-party data from world-class media properties with rich third-party data in effective and open environments.”
AOL has been saying for months that they are working on becoming a content driven company, and this will primarily be driven via mobile video. All digital marketers can take this as a queue on what they should be doing to get their brand in front of potential customers and drive those sales.
