How Mobile Video Factors into the Future of Brand Marketing

/ Oct 27, 2014


This article originally appeared on [a]list Daily

By Robert Workman

Think with Google recently posted an article explaining how the use of mobile video can be a new driving factor to higher engagement in brand marketing — and with the numbers reported, it makes sense.

The numbers, compiled by Google and Ipsos, indicate that millennials aged 18-34 most often utilize a smartphone to get information, with video being a common activity.

According the study, in a typical day, 98% of millennials will use their smartphone to watch video content. That’s higher than any other device, including TV, which was used by 81% of respondents — again, “on a typical day” — to watch video content. Computers and tablets were farther behind, with 56% and 19% of respondents, respectively. The chart below shows just how much smartphones have jumped ahead.

smartphone video think with google

What’s more, millennials who watch video on their smartphones consider it far less distracting than watching something on any other screen, including TV. Video watching on TV was the sole activity just 28% of the time among millennials, according to the study. This means that only 28% of TV-viewing sessions were uninterrupted by another activity — ranging from eating to using a computer to cooking.

Comparatively, video watching on smartphones was the sole activity for 53% of mobile video sessions. In other words, millennials are twice as likely to focus on watching video through their smartphones over TV — likely due to the more up-close-and-personal nature of the device.

So how can brand advertisers make this work for them? According to Think with Google, there are two key areas of action. The first is developing multi-screen campaigns (a mobile-centric companion experience built with the smartphone in mind, for instance). The second is creating “in-the-moment experiences,” with better outreach to audiences in general, instead of just delivering the same, plain television ads.

Volkswagen is a good example of this, launching a SmileDrive app that utilizes mobile devices and YouTube to create a shareable experience for those stuck in a morning commute. The move has certainly paid off, as more than 200,000 people have taken part in that experience, according to the study.

This article has been lightly edited from its original version. is the insiders’ source for editorial focused on entertainment marketing news, and a content partner with VideoInk. Follow [a]listdaily on Twitter @alistdaily or subscribe for the latest news, data, and more in your inbox.

Tags: , , , , , , , ,

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!

Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries


Getting to the Spine of VR’s Monetization Challenges with...


Meredith Hosted Its Own “Front” Stacked with 20 New Series


Verizon and Hearst Move and Seriously.TV Under...


Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

Defy Media

Defy Media Close $70 Million Series B Funding Round

YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...

Yahoo Esports

‘Yahoo Esports Live’ Serves Up Reeses Puffs with...


Univision and Lionsgate Team for SVOD Movie Service for U.S. Hispanics

People Entertainment Weekly PEN

People/Entertainment Weekly Ad-Supported OTT Service Preps for Launch

George_Kliavkoff Jaunt VR

Jaunt VR Hires Hearst Exec George Kliavkoff as CEO

Making a Murderer Netflix

‘Making a Murderer’ Scores for Netflix at Creative...

Future Man Hulu Josh Hutcherson

Hulu Orders ‘Future Man’ Series Starring Josh...

Heirloom Paten Hughes Tom Wopat Vimeo

How an Actress’ Real-Life Tomato Farm Inspired the New...