Tag: mobile video advertising

Equally, when it comes to GenX consumers, longer video advertising seems to make a connection.

The results of the “Multiscreen Video Best Practices” research report have now been released by the Interactive Advertising Bureau (IAB) following its research into mobile ads in conjunction with Tremor Video and Millward Brown Digital.

They determined that 10 second mobile video advertisements have the greatest effect on Millennial viewers.

These shorter videos as mobile ads were most effective for that generation in terms of their persuasion potential and overall brand appeal. On the other hand, when it comes to appealing to people between the ages of 35 and 54, thirty second videos appeared to have a much greater impact in those two areas. According to the report “Our research shows that for some demographics and some adverting goals this doesn’t hold up. These findings are critical in creating the next generation of multiscreen video advertising.”

As a whole among mobile ads, it was the 30 second videos that had the greatest advantage over all audiences.

Despite the fact that 10 second spots were most effective among Millennials, audiences of all ages did agree that the mobile video ads that were 30 seconds long had a very important advantage of being better for being able to communicate new or complex messages. Among the respondents of a survey who were asked about the amount of new information an ad had provided, 73 percent said the thirty second ads were most effective (versus 68 percent who said the same about the 10 second ads).

The respondents also indicated that larger screens assisted in effectively sharing a message of moderate complexity. Seventy three percent of those polled said that the mobile video advertising they saw on tablet screens were good at sharing new info with them. Comparatively, only 65 percent said the same thing about smartphones.

Moreover, the research determined that tablet video mobile ads are especially engaging among consumers within the 35 to 54 year old age group. Respondents in that category indicated that the advertising they viewed over those larger screens was more “unique”, “interesting” and “involving” than what they saw on other device screens.

Recent research is indicating that consumers in the U.S. have greater tolerance for this method than others.

According to a mobile marketing study that was just published, consumers in the United States are considerably more “tolerant” to smartphone video ads than their counterparts in Canada and Europe.

The study indicated that that more than a third of consumers in all three regions don’t pay much attention to the ads.

The research was performed by QuickPlay Media in the form of a survey. It determined that 40 percent or more of consumers in all three of the participating regions don’t pay all that much attention to the mobile marketing videos when these ads are displayed while they watch content on their devices. They also stated, however, that they are not irritated by the ads.

American viewers have the least likelihood of becoming irritated with video mobile marketing.

The study indicated that 62 percent of American smartphone content viewers are unlikely to become irritated with mobile marketing in the form of video ads when they are looking at content on their devices. This was compared to 40 percent of Canadians and 49 percent of British respondents.

Among all three of those countries, 20 percent or more of consumers were willing to pay between $5 and $7 per month in order to be able to gain access to television shows, movies, events, and other content without advertising.

At the same time, when it came to the relevant messaging form of mobile marketing, consumers in all three areas felt that the majority of ads were primarily irrelevant and did not appeal to their own unique interests. In the United States, consumers expressed that less than a third (29 percent) said that they felt that the ads that they saw were at least somewhat relevant to them. In the United Kingdom, that figure dropped slightly to 25 percent. However, among Canadians, only 12 percent felt that the ads that they saw were relevant to them.

According to the QuickPlay Media CEO and president, Wayne Purboo, who discussed the mobile marketing survey, “As more options for watching premium video content emerge for consumers, their particular preferences when it comes to viewing are also coming into focus.”