Mobile video consumption increases, but advertisers need to target cross-screen
Video consumption has been on a steady climb. According to The Migration to Mobile Video study from Yahoo Advertising, watching videos was 60% higher on smartphones and 40% higher on tablets than PCs this year. Despite the numbers, small screen sizes on mobile devices still make for a weakened experience, according to 67% of the 1,251 users surveyed. Limited battery time was also a negative for 50% and for Millennials cost of data is a major problem (37%). 48% of Millennials said they regularly reached their data allowance.
Small screen sizes are a major barrier for mobile video adoption, but cost of data is a problem for Millennials
Mobile video ad spend is also on the rise, predicted to outpace PC/laptop video spending by 2019. Video ad spend reached $7.77bn in the US this year, 34% of which were being attributed to mobile devices.
Mobile video ad spend growth will outpace that of PC video
However, with the majority of video impressions (58%), now being served across multiple devices, it is becoming important that advertisers adopt a strategy which reflects cross-screen targeting. 28% of Millennials also said they noticed ads on smartphones more than on other devices, compared to 16% of Generation X.
The majority of video ads now run across multiple devices
Short ads of 30 sec or less are more important to viewers than catering content according to their interests. Only on PCs, users expect a TV-like quality.
Short video ads are most important
In a supplemental 3-day study on cross-device ad effectiveness, Yahoo discovered combined exposure on both PC and mobile devices resulted in an 8% increase of brand awareness, 30% rise in online ad awareness and 14% growth of brand favourability.
Combining both PC and mobile exposures led to increases in key brand metrics for the total campaign
Mobile marketers can benefit by ensuring their ads are made to be seen across a range of devices. Video viewed cross-screen ultimately improves a brand’s awareness and leads to greater ROI.