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BizReport : Advertising archives : October 02, 2014

Study: Mobile video a compliment to TV

According to reports by comScore more than 80% of Americans now own smartphones, and on those phones consumers are doing more than talk-and-text. They are visiting social networks and checking email, browsing for their next purchase - and they are watching video.

by Kristina Knight

While most of America still watching most traditional television programming on TV there is a growing number who are watching via smartphone or tablet, and those viewers could prove to be a boon to savvy advertisers who cross channels according to a new study conducted by Nielsen for BrightRoll.

"While TV still has the broadest reach among mass media channels, consumer habits have dramatically changed and mobile video is poised to become an integral part of how brands connect, engage, and convert their key audiences," said Andrew Feigenson, managing director, digital, Nielsen. "Brand marketers are expecting to increase their mobile video media investments to capture the attention of consumers whose attention is being spread across multiple screens."

What this means for advertisers is that utilizing mobile as a compliment to television buys can return a solid revenue uptick. Some interesting findings from the report include:

• For advertisers allocating 15% of video budgets to mobile, there could be a 13% decrease in target rating points
• Using mobile and TV buys together can result in an increase in reach of nearly 13%

"The proliferation of mobile video consumption has created new challenges for brand marketers who seek to reach audiences wherever they are watching video," said Tim Avila, senior vice president, marketing operations, BrightRoll. "This study demonstrates that mobile video can be a powerful complement to TV advertising, and offers insights that will help advertisers execute campaigns to engage these harder-to-reach audiences."

Image via Shutterstock

Tags: advertising content, BrightRoll, mobile marketing, mobile video, Nielsen, video advertising, video trends

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