Mobile could be becoming more important than TV

Smartphone and other mobile devices may be a great way to reach a wider audience.

Posted on Oct 25, 2013 by YuMe

Organizations which have been avoiding using video ads for mobile may want to start investing now, as a recent study from Weve found that these mobile devices and tablets may now be the "most important screen" for adults in the U.K. The study, which spoke with adults between 18 and 55 about their media use, reported 28 percent said mobile was their first choice, a point ahead of the 27 percent who said TV. Laptops and PCs remained the most important and first choice at 39.8 percent, but there is a clear improvement in how people are viewing these gadgets.

According to the report, a quarter said their mobile was now their first place to go when going online with 10 percent making purchases with these devices. Among 18 to 34 year olds, the mobile preference was even higher, as 46 percent said it was their first choice ahead of 30.6 percent for PCs and laptops and the 12.4 percent of television.

"We commissioned the research because we were a bit fed up of mobile being called the 'second screen', but it surprised even us that 28 percent of people in the whole group said mobile was their first screen, which is ahead of TV," according to Weve CEO David Sear. "We're delivering broadcast-scale audiences, consumers who actively want to engage with companies and brands through their devices."

The study also found that 68 percent of mobile users feel they receive enough promotional messages now or would be willing to get more, while 62 percent said discovering new brands is a good way to use mobile. About 58 percent said they use their device to use coupons and vouchers.

Year of the video
Advertising executive Antony Young said on AdAge that while many people are saying this is the year of mobile ads, it may be the year of video in general. This helps advertisers in all mediums, whether TV, PC or mobile device. There is a growing viewership of videos in general and more time spent, in particular, with mobile video ads, he said. Estimates from one study he cited said overall video consumption is up by about 3.7 percent. In addition, 183 million Americans view 215 videos online each month. As broadband access grows larger, these numbers are likely to expand even further beyond where they are now.

Additionally, dynamic content is growing much more valuable, as streaming videos have become viewed by millions for households. Video storytelling also remains a powerful way to share a message, Young said.

"The advertising potential appears promising," he said. "Ads are now appearing in 25 percent of online videos, roughly double the percentage of just two years ago. The increased ad load doesn't appear to have deterred online video viewership, which continues to rise. On the television side, national broadcast is still able to sustain premium CPMs, while the top cable networks continue to eye those premiums as the potential for upside."

More video content is being watched by viewers on smartphones, PCs, TVs, tablets and more. There are live events, streaming content and online videos that are drawing in eyes, all of which give mobile video ads a much greater opportunity to rise to prominence.

If ad executives think more strategically about what type of ad can be placed with these videos, where they should place it and how it will work, he said the brand experience has the potential to be greatly optimized. As it stands right now, young said only 10 to 15 percent of online video ads are interactive and the rest are essentially "ordinary TV spots." There is vast room for improvement here, he said, something every company should strive for.