How Mobile Video Factors into the Future of Brand Marketing

/ Oct 27, 2014

MobileVideo_alist02

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. Alistdaily.com 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.

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