Nowadays, our entire lives are compacted into our smart phones. So, it’s no wonder that the intimacy of cell phones has made mobile viewers, “more likely to watch, share, and feel connected to ads and branded video.” Simply put, people who watch ads on a mobile device feel more personally connected to them.
With the amount of media we are exposed to every day, it’s easy to overlook the power of video amongst the guerilla and digital marketing tactics in our media-cluttered world. However, research from Google indicates that projections for video advertisements are high. According to their study, 50% of global viewership on YouTube is on a mobile device, and millennial audiences are twice as likely to focus on a mobile video than one on TV.
The study also showed smartphone viewers are more likely to share ads both digitally and in real-time. Mobile watchers are almost 2 times as likely to share video through other digital channels, and are over 1.5 times as likely to discuss content with their peers in person.
Additionally, video is increasingly becoming a valuable information source, as Google’s research indicates that more than 50% of survey respondents said “they used video to help them make purchasing decisions.” Not surprisingly, YouTube remains at the top of the food chain for content searches.
Next time you’re on your phone looking up “Charlie Bit My Finger,” imagine how your ad would appear next to it. Does it contain the emotion and excitement that grabs the attention of active, multitasking smartphone users? Whether you have an iPhone or an Android, it’s clear that in order for mobile video ads to work, it has to touch the head and the heart.
Image courtesy of winnond at freedigitialphotos.net