Lucy |
September 20, 2016
Video has become a central part of our mobile device use.
After all, smartphones and tablets make it very convenient to watch any of the millions of videos that are readily available online. In fact, the consumption of video over smartphones is growing faster than that over PC and tablets.
In the United States alone, there are about 41 million people who are watching video specifically on their smartphones. Though we might assume that the smartphone screen would be too small to be able to enjoy video, it certainly hasn’t stopped us. The fact is that these devices are simply too handy to ignore. We have them on us all the time so when we want to see a video, they’re the obvious choice.
After all, most video views aren’t exactly planned. They’re spontaneous and occur as a result of having stumbled across them during other smartphone uses. This helps to explain why a mobile charger gadget has become such an important gadget as video is notorious for draining battery power. This is especially true when a specific brand or celebrity is involved in a video.
That said, viewers don’t just idly watch and then shut off their devices. They often use video to learn about different brands and products. Moreover, they will frequently make shopping decisions based on what they’ve seen. In fact, according to some studies, 73 percent of consumers have an increased likelihood of making a purchase after having watched a video.
A recent survey showed that 58 percent of consumers find brands more trustworthy when they produce video. Consumers also find videos to be very helpful. Ninety six percent feel that videos make it easier to make decisions about what they want to buy. Another 71 percent of consumers felt that they felt more positively about a company, service or brand after having seen a corporate video from them.
For marketers, brands and companies, this is a very important piece of knowledge, but at the same time, it’s important for us to acknowledge as consumers, too. After all, videos have become quite an important part of our overall shopping experience.
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.
