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BizReport : Mobile Marketing : April 03, 2013


YuMe: Why size doesn't matter all the time

Consumers are spending more time on mobile - playing games, reading content and engaging with advertising. According to new research out from YuMe this mobile consumption trend means advertisers need to create a multi-screen strategy.

by Kristina Knight

Some interesting findings from the report include:

• About one-third of consumers are accessing content across smartphone (38%), tablet (28%) and laptop (34%) screens
• Home is the place most people engage with content - and advertising
• Video pre-roll brand recall is 3.5 times higher than banner recall, across screens

Researchers go on to say that while advertising isn't pushing mobile purchases at the moment an ad is seen, mobile ads are used to 'inform later purchases'.

"Our advice to advertisers is to throw away your screen-by-screen media planning rule books. Our in-depth survey on the behaviour of the British consumer on mobile devices began with the assumption that the tablet is the ultimate media-consuming device. But what the research has shown is that media opportunities on mobile are not simply a matter of screen size; they are multi-modal functions of environment, content, and screen. For advertisers, this means that the most effective advertising is a multi-screen campaign, whilst publishers need to ensure their content is available across all screens," says Owen Hanks, General Manager of Mobile, Europe, at YuMe.

This does not mean, however, that content creators and advertisers should assume that a one size fits all approach will work. It won't. Ads and content need to be viewable on mobile screens and some content or ad peripherals may need optimization. But, by and large, publishers and advertisers don't need to create twenty or more ads to fit twenty or more screens exactly.

Image via Shutterstock

Tags: content trends, mobile device trends, mobile screens, mobile trends, YuMe










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  • Bob

    That's funny. 0 comments. Ha



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