Mobile has had a game-changing impact on consumer behavior. When a consumer needs an answer, they reach for their phones and increasingly are watching online video. This is an opportunity for brands and advertisers. The mobile screen might be small but it’s large in terms of impact. Consumers watching mobile video are more likely than those watching video on a desktop or television to feel a personal connection with an advertisement. They are more likely to watch, share and seek out branded content to assist them in making a fast decision.
ONLINE VIDEO IS A MUST IF…
YOU ARE TARGETING MILLENIALS
Millenials, that elusive, hard-to-reach almost mythical demographic, are on their phones watching online videos. To them, mobile is not the second screen or third screen. It’s the first.
According to a Google study in October 2014,
Millenials are 2x more likely to be focused while watching video on mobile than while watching it on TV.
YOU WANT USERS TO WATCH AND SHARE YOUR ADS AND BRAND CONTENT
Mobile ad viewers are 1.4x more likely to watch and 1.8x more likely share ads or branded content than those who watch advertisements on desktop or television. They are also more likely to talk to their friends and family about your video content.
YOU WANT TO DEVELOP A PERSONAL CONNECTION WITH YOUR CONSUMERS
Video has sight, sound and most importantly emotion. As a medium, it’s primed for the possibility of a personal connection but often falls short in more traditional advertising executions. On mobile, watching a video is a much more personal experience. The phone is in your hand, you’re focused on the content. According to Google,
“Smartphone video viewers were nearly 2x as likely as TV viewers to feel a sense of personal connection to brands that show video content or ads on their devices and 1.3x as likely as desktop viewers”
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