Mobile has become an integral part of daily life for the constantly connected consumer. Forty percent of all minutes watched on YouTube, for example, are on a mobile device. This presents a big opportunity for brand advertising. Yet understandably, marketers have questioned the effectiveness of mobile’s small screen in holding consumers’ attention and driving impact.
In a recent study with IPSOS we found that that the small screen has the potential to drive big impact: Not only do smartphones reach millennials more than any other device, but the consumption of video on mobile is far less distracted than it is on TV.
The research study, which asked 2500 18-34 year-olds to keep a detailed diary of all of their online and offline video interactions for a day, shows that smartphones are the No. 1 device to reach millennials. In a typical day, 98% of 18-34 year-olds reported using smartphones to watch video content in our research -- that’s higher than the reach of any other device among smartphone-owning millennials.
The experience of watching video on smartphones is also far less distracted than any other device, including TV. On a TV, video-watching was the sole activity just 28% of the time. This means that the rest of the time, participants were involved with another activity -- eating, using a computer, chatting to a friend -- as they were watching TV.
By comparison, video watching was the sole activity 53% of mobile video time. Moreover, 34% of mobile video minutes were watched while people were out and about. On mobile, it seems, primetime is all the time.
Marketers used to seek consumers’ attention in their living rooms sitting in front of a TV, but it looks like mobile video has the power to change that. So how do you build a successful mobile campaign to drive results? We can suggest two ways that online video may create new opportunities on mobile for brand marketing.
I believe we do not have conclusive answers to these questions yet, but we have a few starter tips that might be helpful to think about.
You can read more about YouTube Insights at thinkwithwithgoogle.com/youtube-insights.
Cenk Bulbul is the Head of Strategy and Insights for Brand Advertiser Marketing team at Google,where he is responsible for the B2B marketing strategy for YouTube as well as publishing insights based on case studies and research. It is a good day on Cenk's team if their strategy and insights helped brand advertisers build successful marketing campaigns leveraging YouTube and other Google Brand Ad Solutions. Cenk can be reached at firstname.lastname@example.org
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