For starters, mobile videos can potentially drive high engagement for younger demographics, according to a study by Google and Ipsos. The research found that the Millennial consumer, age 18 to 34, is much less distracted when viewing a video on a small screen compared to a TV, according to a survey of this age group of smartphone users. On an average day, 98% of 18- to 34-year-old smartphone owners use their phones to watch video, compared to 56% who use a computer, 81% a TV, and 19% a tablet to watch video.
Watching mobile video was the sole activity of viewers 53% of the time, compared to TV viewing, which was the sole activity of users only 28% of the time. Another finding that’s useful for marketers planning campaigns is this: 34% of mobile viewing occurred outside the home, and consumers are nearly twice as likely to be engaged then, because they’re usually looking for information related to what they’re doing.
When planning for mobile and multi-screen, marketers should keep in mind that programmatic buying will power much of the ad spend. EMarketer predicts that programmatic buying will hit $10 billion this year and double by 2016 for digital display ads. Much of that growth is coming in the mobile medium, which is up more than three times over the year before, accounting for 44% of the digital display ad spend in programmatic advertising, or $4.4 billion. By next year, mobile will pass desktop to claim 56% of programmatic ad dollars.