Back in 2011, only 6% of YouTube views came from mobile devices. But, things have changed dramatically since then. YouTube views coming from mobile devices jumped to 25% in 2012, rose to 40% in 2013, and increased to 50% in 2014. Today, more than half of YouTube views and 65% of Facebook video views occur on mobile devices.
So, where and when can you reach Millennials? Well, as we learned a couple of weeks ago, you should probably try to be in the right place at the right during one of the micro-moments when they check their smartphones 150 times a day. Yep, whether you start with mobile or your start with Millennials, you end up in the same place.
In October 2014, Google and Ipsos asked 1,519 smartphone owners aged 18- to 34-years-old to keep detailed accounts of all of their online and offline video activity over 24 hours. Respondents had to access video via an app, so the study was limited to Millennials who owned a smartphone in 2014, But that still covered 81% of individuals age 18 to 34. The research found that smartphones were the top device to reach 98% of those Millennials, higher than tablets or desktops. The research also revealed that watching video on a smartphones was less distracting and disruptive for respondents, compared to watching video on a TV. Watching videos was the sole activity for 53% of the mobile video sessions.
Now, home wasn’t the only place Millennials were watching mobile video last year. 34% of mobile video minutes were watched while people were out and about. People watching digital video outside the home were also 1.8x more likely than average to be meaningfully engaged because they were likely to be watching video for active purposes, such as looking for information or exploring a passion. While marketers traditionally sought Baby Boomers’ attention in their living rooms, sitting in front of a television, mobile video consumption by Millennials has changed that dramatically.
Since the research was conducted a year ago, YouTube reports that users are spending more time per session watching videos. On mobile, the average viewing session is now more than 40 minutes, up more than 50% year-over-year. The number of hours people spent watching videos on mobile is up 100% year-over-year. And YouTube’s mobile revenue from advertising is up 2x year-over-year.
So, why did advertisers finally jump on YouTube’s bandwagon? Well, they were probably jumping on the mobile video bandwagon – and YouTube as well as Facebook have both benefited from this trend in the digital video marketing business. Advertisers realize that Millennials are twice as likely to be focused on the content while watching a mobile video as they are while viewing it via a television screen. Mobile truly is the first screen when it comes to this demographic.
This was validated by more research conducted by Google and Ipsos in February 2015. They wanted to see how this enthusiasm for mobile video translated for brands. So, they surveyed U.S. consumers who watch video on various devices. And this year’s research found that people who view videos on their smartphones are 1.4X as likely to watch ads as those who view videos on TVs or desktop computers.
Personalized video ads are a fast-growing sales tool precisely because savvy marketers understand how effective it is in grabbing and holding the viewers’ attention. The growth of the medium is especially pronounced in the mobile sector: With more than six billion mobile subscribers using over half of all total mobile data to view videos on the go, sales and marketing professionals are targeting this growing group of potential customers with special apps and geo-specific messaging to drive new revenue.
While the use of mobile video is rapidly ramping up, marketers should also realize that consumer preferences are changing thanks to the ubiquity of online shopping and the global spike in the use of apps: Consumers now expect personalized messaging & personalized video ads. Thanks to the use of Big Data and other technology-enabled marketing techniques, it is now the norm for retailers to offer personalized messaging that focuses on products and services the consumer has expressed an interest in through a prior transaction or previous product views.
Makers of video marketing messages can capitalize on these trends with an interactive video strategy that can turn a video marketing pitch into a two-way conversation on any platform, including mobile. With an interactive video approach, marketers can not only engage potential customers with highly compelling, visually appealing messages, they can generate valuable data from viewer feedback and actions, adapting the message to generate qualified leads.
To make a video marketing message truly interactive requires a willingness to think beyond the standard long-form video marketing pitch. Video is measurably more effective in capturing and holding viewer attention than text alone – 60% of executives surveyed by Forbes reported that they would watch a video before reading text. But it’s important to remember that a standard pitch video is still a one-size-fits-all solution that lacks personalization.
The most effective approach is to break a longer message down into component parts and then offer prospective customers a menu of modules from which they can choose. This allows prospective customers to focus on the part of the company’s value proposition that is most relevant to them. Each module should end with a call to action – an offer for more information and/or a way to reach out to a sales agent, which maximizes the interactive factor while driving new sales leads.
Another key benefit to this approach is its potential to generate analytics: By using a platform capable of capturing and reporting real-time data, the company can gain incredibly valuable insights into customer preferences. A platform that gathers metrics on all facets of the video interaction – customer views, subsequent clicks, etc. – gives the marketing and sales teams a way to tailor their approach based on what they’ve learned about that customer.
Organizations that use an interactive & personalized video ad strategy are well positioned to capitalize on the rise of mobile video viewing because of the nature of the short module approach: Potential customers who are viewing video on the go generally don’t have time to watch a longer video. This natural advantage, combined with the conversational feel of the format and the possibility of generating powerful analytics, makes an interactive, personalized video strategy ideal for companies looking to generate qualified leads via personalized mobile video ads.
Tell your business story, engage with your customers, and track your success… placing your online video production on YouTube allows customers to see, hear and connect with you. Engage more, sell more… and realize the ROI professional web video has to offer your brand / business. BizBOXTV: YouTube Video Production Calgary, Toronto, Edmonton… + across Canada!
BizBOXTV is now proudly serving Calgary & Edmonton, Alberta & Toronto, Ontario. We also accept clients across Canada for YouTube Video Production – contact us today to find our how to best Broadcast Your Brand using a BizBOXTV YouTube Video Production strategy.
As the entire media and advertising landscape experiences a massive shift, BizBOXTV is thrilled to be in a position to work with forward thinking companies driven to get and stay ahead of the curve. We have worked with hundreds of amazing clients in Calgary, Edmonton, Toronto & in cities across Canada and North America over the past four years on their video production + YouTube Video Production. BizBOXTV is looking forward to growing and evolving with this ever-changing communications landscape to be able to offer our clients the most innovative approaches to getting what they want, as well as getting the most value out of their marketing dollars.
Online video is seeing massive growth. Watching video online has gone from a niche activity to mainstream. With new devices, video everywhere has become a reality.
The implications of online video’s growth for the digital advertising industry are huge. Sight, sound and motion is of utmost importance to brand advertisers. It can pull on heartstrings and entertain people the way banners have never been able to do. That’s led to Web video ads being the bright spot in an otherwise tough market for publishers. The big question is whether the growth in inventory will continue that trend.
Here are 15 must-know stats on online video.
89 million people in the United States are going to watch 1.2 billion online videos today. (ComScore)
Online video users are expected to double to 1.5 billion in 2016. (Cisco)
Only about 24 percent of national brands are using online video to market to consumers. (Kantar Media)
Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks. (Bytemobile Mobile Analytics Report)
Consumers give up on an online video if it doesn’t load in two seconds. (University of Massachusetts Amherst and Akamai Technologies)
Users sharing video on retail and brand sites chose Facebook 46 percent of the time, with email accounting for 40 percent and Twitter capturing 14 percent of shares. (Invodo)
Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016. (Cisco)
52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users. (NPD)
Mobile video ads that include social media buttons drive 36 percent higher engagement. (Rhythm NewMedia).
Online video production will account for more than one-third of all online advertising spending within the next five years. (Borrell Associates)
76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. (Social Media Examiner)
92 percent of mobile video viewers share videos with others. (Invodo)
More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos (YouTube).
2 billion video views per week are monetized on YouTube, and every auto-shared tweet results in six new YouTube browsing sessions (ReelSEO).
BizBOXTV’s online video Calgary clients & partners include major media networks, large corporations as well as small-medium businesses in all cities & industries across Canada and North America.
The BizBOXTV difference? We’re not a traditional Calgary video production company with traditional approaches. We were founded in 2009, as this new digital & social world started making itself known, so our focus and expertise has been honed right here. Our background comes from working in news… most of our core team are Journalists, seasoned professionals who know the best way to tell stories in an engaging and entertaining way so a target audience will listen.
Mobile video has begun to accumulate scale, and has also turned out to be one of the few types of mobile content — along with games — that monetizes reliably and drives premium ad rates.
In a recent report, BI Intelligence breaks down the mobile video ecosystem, analyzing the behavior and devices behind the growth in consumption, and examining the demographics and behavior of mobile video consumers. We specifically detail how mobile video monetization is booming, and look at the new video ecosystem that is taking shape, with mobile devices — rather than television — at the center. The report is full of charts and data that can be downloaded and easily be put to use.
Here are five data points from the report that underscore the explosion:
1. 41%: In April 2012, only 20% of U.S. smartphone owners said they watched a video on their phone at least once a month. Only nine months later, in January 2013, that number had shot up to 41%.
2. 3.7%: Tablets are doing the heavy lifting. Two video-related activities — playing videos and sharing them — are among the top ten favorite things to do for tablet users. Although there are far fewer tablets in circulation than smartphones, tablets account for 3.7% of all online video hours watched globally, compared to 4.5% for smartphones. Further growth in tablet sales will therefore likely result in outsize mobile video growth.
3. 63%: Tablet users watch video according to patterns similar to those of traditional TV audiences. For example, tablet video viewers tend to spend most of their time on longer videos. Tablet owners spent 63% of their time on video sessions over 10 minutes in length.
4. 10x: Mobile ad platform Nexage reported in December that video-enabled mobile ads drew a premium as high as 10 times the CPM — or cost per thousand impressions — of a standard mobile ad. Flurry has boasted of eCPMs of $10 or more for its mobile video ad units.
5. $520 million: The mobile video ad market is growing rapidly. Mobile video will account for $520 million in ad spending in the U.S. this year, or 13% of the digital video ad market.