The three mistaken ideas about mobile video and what they mean for the future of the mobile industry.
Back in October my colleague Joe Laszlo predicted in a column that 2013 would be the "year of mobile measurement." I'll respectfully disagree with him, or at least amend his prediction, and say that in addition to measurement, 2013 will be the year of mobile video. EMarketer forecasts that there will be over 73 million mobile video viewers in 2013, an increase of almost 20 percent relative to 2012. Cisco expects that by 2016 two-thirds of worldwide mobile data traffic will be video content. Given that advertisers always want to be where audiences are, this skyrocketing mobile video adoption bodes well for its future as an advertising medium.
The IAB Mobile Center released a new piece of research last week that follows the mobile video usage of approximately 200 U.S. mobile phone users. Over a two-week period they answered a few brief questions every time they watched a mobile video clip, building up a diary of entries, and a snapshot of mobile video usage. The findings are fascinating, and shatter the preconceived notions that some hold about mobile video.
A naïve view holds that mobile video is just something people use at random moments in their day, when they have some time to kill. That it's unplanned and only necessary when there's no better screen available. Our research paints a very different picture. In fact, U.S. mobile phone users access mobile video throughout the entire day, with usage building steadily to a peak in the evening, during "TV prime time" hours. Most mobile video usage (63 percent) takes place at home, and a surprising amount takes place in the presence of the TV or the PC. And consumers are more likely to say they watched something they planned to than to say it was a random clip to kill some time.
Another naïve view is that mobile video is a lonely medium, viewed by consumers in isolation. In fact, while the mobile phone is inherently a personal device, mobile video is viral video. Almost every single consumer in our panel (92 percent) shared mobile video with others, and 49 percent shared video weekly or more frequently. Sharing occurs mainly (56 percent of the time) by social media, but also (44 percent of the time) by physically sharing their device with people nearby. Texting, emailing, and YouTube are also significant sharing channels. Marketers and media companies alike can benefit from the viral, shared nature of mobile video.
The third mistaken idea about mobile video has to do with consumers' attitude toward advertising. You might assume that people hate video ads on mobile, when it turns out they are fairly neutral and open-minded about them. Some more facts:
One thing that is beginning to be clear, though, is that advertisers really like mobile video. Video is a great medium to capture attention and get a message across. With added interactive features it becomes incredibly powerful and effective. The numbers are booming and our whole industry is taking notice.
But, like any young medium, mobile video has some growing pains that need to be overcome, and some misconceptions that need to be addressed. The IAB Mobile Center stands ready to help with this, however we can. In fact, IAB is already preparing to unveil the Digital Video Rising Stars ad units and we're developing a new working group for mobile digital video. Sure, there will be more to come as well, and we look forward to working with companies across the industry landscape to make sure that 2013 really is the year of mobile video.
Mobile Video image on home page via Shutterstock.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Anna Bager, senior vice president, mobile and video, brings together two of the digital media and marketing industries' most significant growth platforms under her leadership. The IAB Mobile Marketing Center of Excellence, an independently funded and staffed unit inside the IAB, charged with driving the growth of the mobile marketing, advertising, and media marketplace. The Digital Video Center focuses on tying together various IAB video activities - including Advanced TV, Digital Video, and the Digital Content Newfronts - providing a one-stop shop for thought leadership, innovation, research, and guidance for the burgeoning digital video industry.
Prior to joining the IAB Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericsson's Business Consulting unit. Earlier, she was research and consulting manager for IDC EMEA. Business Insider named Anna to the Most Important Women in Mobile Advertising in 2012, 2013, and 2014. And one of the 2014 top women in media by Folio Mag.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT