The executives? session, ?Mobile Video and the Future of Content Marketing,? looked at effective ways to overcome these obstacles, such as focusing on content, design and an omnichannel presence. Perhaps the key point to keep in mind is the consumer and where and when they want to receive video content.

?Video on mobile is becoming the fastest growing channel for us,? said Leora Schachter, vice president of digital strategy and planning at Scripps Networks, New York. "This requires us to really know our customer and what they want and when they want it.

?We?ve also recognized a huge need to think with a mobile-first mindset,? she said. ?We try to keep bettering the user experience. 

?For example, we?ve just updated our video player and are trying to discover the best Web solution for our viewers.?

Catherine Seligman, senior director of mobile marketing at RCA Records, New York, and Rose Martincak, senior sales director at Rhythm, New York, also participated in the panel discussion.

Judy Johnson, director of product management at Ogilvy & Mather?s Bottle Rocket, Dallas, moderated the panel discussion.

Mobile Women to Watch 2015 Summit is a Mobile Marketer presentation.

Panelists agreed that content is the overall root of engagement.

?You need good content, good design and a good player,? Ms. Schachter said. ?At the end of the day, it all depends on what your content is.?

The ability for users to share this content takes engagement a step further. While Scripps Networks still uses SEO as a prime channel of promotion, social has taken the lead in this sector.

 

?Google is not really the homepage anymore, social feed is,? Ms. Schachter said.

While Scripps Networks? core demographic is skewed to an older age, specifically 40s, they are still very interested in video when used in the right way. 

?We have higher conversion rates in the right environment with the right content,? she said.

In regards to video standardization, mobile is very different from desktop and creates a hurdle for content providers often delivering video, per Ms. Martincak, 

Rhythm, a mobile video advertising solutions provider in New York, has hit scale with its video efforts, and the company hopes to achieve standardization next year. Through its partnerships with experts in technology and mobile, such as digital analytics company comScore, Rhythm measures its efforts for conversion rates.

Furthermore, Ms. Martincak promoted relevancy and sharable content that is delivered in real time during the discussion.

While relevancy is known to provoke more engagement, creating experiences and complimenting them with video are crucial. 

However, Ms. Martincak did not attribute video to acquisition.

?To actually drive conversions, you will need something else, such as banner ads,? Ms. Martincak said. ?Video is not the best to drive acquisition.

?It?s more about engagement,? she said. ?When comparing mobile and TV, users do not have the option to engage with ads on television, but on mobile, they do.

?Having that option, engagement is higher on mobile.?

As many marketers agree, measuring their mobile efforts can be sometimes hard to do.

Ms. Seligman agreed to this during the discussion.

RCA Records, and its mobile strategy, is now more focused on mobile Web rather than apps.

Driving engagement through pre- and post roll, the company can see clicks made but would like to have more transparency when measuring from the back end, Ms. Seligman said.

?We see tremendous engagement with our videos,? Ms. Seligman said. ?Engagement is something we?re very focused on, and video is a core tool we use.?

When delivering video, RCA Records looks at the best platform to initially launch the content. Depending on the type of content, RCA?s decision will be altered; however, there is rarely a time when video is not a good strategy, Ms. Seligman said.

?Video is crucial, impactful and leads to more engagement,? she said.