Mobile is a small but mighty screen when it comes to grabbing millennials' attention. New research by Google and Ipsos shows that the small screen has the potential to drive big impact: On a typical day, for those 18- to 34-year-olds who own a smartphone, the smartphone reaches them more than any other device. Moreover, viewing video on smartphones is far less distracted than it is on TV. Based on the findings, there are two ways that online video may create new opportunities on mobile for brand marketing. First, think multi-screen, build for mobile. Second, create in-the-moment experiences with mobile.
Of all minutes watched on YouTube, 40% is on smartphones, * which presents an opportunity for brand marketers. Yet understandably, since smartphone screens have shrunk advertising space to the size of a playing card, the effectiveness of mobile in holding consumers' attention and driving impact has been questioned. So how do you build a successful mobile campaign to drive results?
To answer this question, Google and Ipsos researched 1, 519 smartphone owners aged 18- to 34-years-old who were asked to keep a detailed diary of all of their online and offline video interactions for a day. To get a representative snapshot, participants were spaced across weekends and weekdays. The research required respondents to use a mobile app; hence the results are limited to millennials who own a smartphone—81% of individuals age 18 to 34 own a smartphone, according to MRI. The results show that when millennials watch video on smartphones, they are far less distracted than when watching video on any other screen, including TV.
More attention given to video on mobile
Smartphones are the #1 device to reach millennials. In a typical day, 98% of 18- to 34-year-olds reported using smartphones to watch video content in the research—that's higher than the reach of any other device among smartphone-owning millennials.
Broad reach of millennials via smartphones aside, the research reveals something even more powerful about the experience of watching video on smartphones: It's far less distracted. Video watching on TV was the sole activity just 28% of the time—meaning that only 28% of TV-viewing occasions were uninterrupted and fully garnered the users' attention.
The rest of the time, participants were involved with another activity—such as eating, using a computer, chatting to a friend or cooking—as they were watching TV. Alternatively, video watching was the sole activity for 53% of mobile video sessions.
Home isn't the only place millennials are watching mobile video. Thirty-four percent of mobile video minutes were watched while people were out and about. People watching digital video outside the home are also 1.8x more likely than average to be meaningfully engaged because they are likely to be watching video for active purposes, such as looking for information or exploring a passion.
While marketers have traditionally sought consumers' attention in their living rooms, sitting in front of a television, mobile video consumption is changing that.
How to make mobile video work for your brand
Smartphones have become an integral part of people's lives. So how can marketers successfully make this an opportunity to connect with their audiences? Here are two tips:
1. Think multi-screen, build for mobile
In a multi-screen world, mobile shouldn't be thought of as just the second screen—the behaviors observed in this research suggest that mobile is important as a main screen. What role can video play for your campaigns on smartphones compared to TV or laptop? What companion experience can you build using smartphones?
Land Rover used a cross-channel campaign to engage consumers on mobile, running a Range Rover video ad on YouTube that received tens of millions of impressions across all devices. Fifteen percent of Land Rover's total sales now come from online leads.
2. Create in-the-moment experiences
As mobile captures consumers' full attention, at home or on the go, brands now have the opportunity to reach people anywhere. How can brands deliver in-the-moment, real-time experiences to make use of that full attention?
Volkswagen's SmileDrive app used the power of mobile and YouTube to turn people's morning commute into a shareable experience, reaching more than 200, 000 people and capturing moments on the go.where's the science museum how many development cards in catan where does an entrepreneur work how much project coordinators make dr who equipment how many startup fails why technology is bad why is it important to check equipment before use where to produce the symbol of the king where to launch kayak weeki wachee where project youngin from how much product to use in hair where to buy tech fleece where to solve python problems what project is lil wayne from which development led to the other three how tech savvy are you how long project management certification who devised celluloid film where is joma tech from where are products from ikea made what start up chemicals for hot tub what device did you plug in how science works solutions how to sleep why startups fail how device drivers work why device left astralis workers whose numbers are declining crossword where company profile why science is important for students how management principles are derived how development leads to democracy where co cash from how many equipment in an equipment deck where to watch business proposal kdrama how many workers died building versailles what are the 5 stages of development how much technology is used in the world where equipment operating at 1000 volts how does roadmap work in jira whu business school ranking where to design t shirts where device storage how london street gangs work when technology and humanity cross who or what is the third teacher how much business class philippine airlines where are cruise workers from where to teach online classes where is temple from design star who medical equipment list why device drivers are important how many entrepreneurs are there in the us how much workers comp coverage do i need how startup valuation works who roadmap 2030 how far into the future does a solution roadmap forecast how much solution in vax platinum how teaching happens when boot up how much system boiler how much manager's check bdo how many entrepreneurs are there in the world why technology is good for society how products are marketed what tech job is right for me how many manufacturing jobs in the us when teaching systems and routines to a group how much entrepreneur make a year how frequently product releases should occur what design can do where is celtic manager from where to watch science fell in love why design matters which product results from the breakdown of fibrin why manufacturing is important to the economy how much system unit what system is the kidney in entrepreneur who are successful why teaching abstinence doesn't work when product backlog refinement why design thinking where to produce film where london congestion charge how often company pay dividend which entrepreneur has inspired you and why how often should decalcifying solutions be changed where to business name registration where to set up an ira which startup stocks to buy where to go from teaching how far does a gps tracker work where to find products for dropshipping how management is an art how much product to use in wavy hair how many tech labs in botw where technology is headed how company mergers work why business school how much system administrator make how startup funding works infographic where to study engineering how many times do entrepreneurs fail how project ipad to tv where to manufacture shoes how much technology do we need how many london stabbings 2021 who devised the contract with america who's and whose examples why manufacturing is important when entrepreneurship is successful where from oneplus company how much business class emirates why system of a down how system bet works when teaching systems and routines to a group why project management interview question