In a recent study, Google and Ipsos MediaCT attempted to untangle the effects of video as it relates to advertising and branded messages. They surveyed US consumers who watched videos on different mobile devices and presented results that may influence the future of mobile marketing.
In the report, Google points to “moments of truth” as a catalyst for the increase in mobile video activity. They are described as micro-moments found throughout the day, when users attempt to solve a problem, explore interests, or search for new products or services. They are, on a basic level, a desire for information. The study hypothesized that this information-seeking activity would benefit advertisers and brands, particularly when the information was presented in video format.
According to the report, 50% of global viewership on YouTube comes from mobile devices. Over 50% of those surveyed said they used video to help make a purchase. Further, the research also suggests that people who view videos on their phones are 1.4X as likely to watch ads compared to desktop or television viewers. What’s more, in addition to watching these ads, mobile viewers are 1.8X more likely to share or interact with the ad or branded content.
The significant behavioral findings in this report are linked to a personal connection individuals feel toward their mobile devices. Smartphones are inherently more intimate than a television of computer desktop, which in turn affects the way people view content — even paid content.
However, the study also notes, brands must pay close attention to this deeply personal and intimate space. One way to accomplish this is to allow users the opportunity to skip the ad. More than three out of four people said having the choice to skip an ad was very important to them.
Finally, the study concludes that smartphone video viewers are 1.2X as likely as desktop viewers to think more highly of companies that offer videos about their products and services.
Companies that succeed in building creative, as well as informational videos will likely win those scattered micro-moments, and therefore succeed in building a stronger relationship with mobile viewers.
As behaviors shift among mobile users, advertisers and branded content can rest assured they will continue to have a place in the growing mobile arena. By respecting a viewer’s expectations for relevance and choice, it’s possible to achieve substantial results from future video campaigns.
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