Video advertisers sprint to reach customers everywhere they are – on screens from big to small. What they find is that audiences engaged with big screens (desktops) are different from those on medium ones (tablets) and small ones (phones). Knowing what to expect from those screens can make picking the right tactics much easier. Show More
Video advertisers sprint to reach customers everywhere they are – on screens from big to small. What they find is that audiences engaged with big screens (desktops) are different from those on medium ones (tablets) and small ones (phones). Knowing what to expect from those screens can make picking the right tactics much easier.
Viewing linear pre-roll ads
on a mobile device may seem less engaging given the screen size, but aspects of viewership on mobile devices outperform desktop. Tablet users don’t reach for that skip button nearly as often as phone or desktop users. Completion rates for skippable linear pre-roll on tablets are significantly higher than those viewed on desktops and even phones. In fact, tablet users are 2.5 times as likely to complete a skippable ad as a desktop user. Phone users, on the other hand, are much more similar to desktop users, and just 25% more likely to get to the end of that skippable ad.
When that skip button disappears, though, the tables turn. Desktops beat their mobile counterparts in non-skippable linear pre-roll completion rates by as much as 76%.
Mobile interactive ads
present another effective option for advertisers. These are interactive formats are placed in-app on mobile devices. Because they are in-app their audience composition can be somewhat different from pre-roll. The ads take over the whole screen, creating an engaging environment for the viewer.
And this environment produces results. The differences between mobile and tablet are smaller for this ad format than for pre-roll, but tablets still dominate. Both form factors have high completion rates, but tablets’ is 26% better. And both have stellar click through rates, but tablets still beat phones by 50%.
Nearly half of tablet users report watching digital video on their tablets and 44% of mobile phone users watch digital video on their device1
. As consumers increasingly become multi-screen viewers new opportunities arise to reach each marketer’s goals. Tablets are very strong at both passive engagement (i.e. complete ad views) and active engagement (i.e. clicks), but targeting and inventory availability will also affect marketers’ tactics. The key is to know what to expect when you reach the person on the other side of that device.
Source: eMarketer: Office of Communications – “International Communications Market Report 2014” Dec 11, 2014Show Less