Mobile video consumption increases, but advertisers need to target cross-screen

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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

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Source: advertising.yahoo.com

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

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Source: advertising.yahoo.com

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

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Source: advertising.yahoo.com

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

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Source: advertising.yahoo.com

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

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Source: advertising.yahoo.com

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.