Conducting ads through mobile, though smaller in size, is a powerful advertising tool. According to a report released by Ipsos and Google, YouTube Advertising and Mobile Video are on the rise. On average, owners of smartphones between the ages of 18-34 see ads on their mobiles more often than all other devices. Importantly, the report revealed that smaller screens make for a less distracting viewing experience when compared with television. This article will explore how YouTube Advertising and Mobile Video will open new possibilities to advertisers contemplating mobile marketing.
Introduction
As far as YouTube Advertising is concerned, smartphones now make up 40% of the online viewing experience, so it’s naturally an attractive channel to any marketer. Unlike YouTube Advertising on a computer, given the size of the screen on mobile devices, the ads are much smaller, and there are those who have concerns as to whether YouTube Advertising on a mobile device can hold the attention of consumers like advertising on larger screens can. So what is the secret to successfully launching a YouTube Advertising and Mobile Video campaign that brings a strong ROI?
Google and Ipsos went some way in answering this important question by interviewing 1500 18-34 year olds with smartphones. The participants were asked to record their daily video interactions both on and offline. Since 80% of people in the 18-34 years age bracket have a smartphone, only this particular demographic was used in the focus group. Much to the delight of online advertisers, the research revealed very promising results for the future of YouTube Advertising and Mobile Video, with participants feeling far less distracted when viewing video on mobile, than when viewing video on a larger screen, such as television.
Mobile Video and YouTube Advertising both on the rise
Smartphones are the most effective device for connecting with millenials. According to the Google-led research, around 98% of the 18-34 year bracket watch video on a daily basis, making it arguably the most valuable device for advertising. To put things in perspective, TV drew 81% and Computer drew 56%.
Advertisers can reach nearly all millenials with ads via their smartphones. What’s even more exciting is that fact that mobile video has been shown to be less distracting as a viewing experience. According to the research, of all the moments that participants would spend watching TV, only 30% of the time was the viewing experience uninterrupted, i.e. TV received the viewers’ undivided attention.
In the remaining 70%, the viewer was doing something else at the same time. Interestingly, when viewers watched video on their mobile device, the viewing experience was uninterrupted 53% of the time. This means that the millenials in the focus group were nearly twice as likely to focus on the video content when viewing it on their mobile than TV.
One third of the time spent watching videos takes place outside of their homes. The study shows that these viewers are nearly twice as likely to be engaged, as they are usually more actively researching something, like a hobby or a product.
Although the traditional approach of marketers has been to capture their target market’s attention while they’re watching TV at home, the advent of YouTube Advertising and Mobile Video in general has led marketers to redirect their advertising spend to these more effective and relevant marketing channels.
How to succeed in YouTube Advertising and Mobile Video
With smartphones being the primary device for most consumers, there are certain ways you can help to secure the best results in your YouTube Advertising/Mobile Video campaigns:
- Run cross-channel Campaigns
Think of mobile as your main screen, and use it in conjunction with other devices. Ask yourself: How will video on mobile be more effective for my brand than video on some other device, like TV? Would a campaign that runs across multiple devices have any advantages?
- Create engaging viewing experiences (in-the-moment experiences)
Since mobile so effectively holds the viewer’s full attention, advertisers can now tap into their market anywhere and at anytime. Brands need to take full advantage of this undivided attention by running creative and strategic campaigns.
YouTube Advertising is a hugely effective marketing channel because of its potential to go viral and the fact that it makes up 40% of the total video-viewing experience. One such example of the effectiveness of combining YouTube Advertising with Mobile Video is Volkswagen’s SmileDrive app, which captured and shared more than 200,000 on-the-go moments during commuters’ morning drive to work.
What next?
If you are looking to start YouTube Advertising and need assistance from the team at Benchmarketing, get in touch today on 1300 049 498. If you are unsure about your current marketing strategy and want to discuss where it could be improved, our team of strategic ad buyers can review your approach and give you some tips to help drive better results for your next campaigns.
