Growth in mobile video audiences attracts advertiser investments

The growth that is occurring in the numbers of the mobile video audience is impressive. EMarketer expects that the number of users who will see video s on their smartphones will reach in the US. The 87 million, which is more than a quarter of the total population of the country. The use of tablets is also growing rapidly, and a larger screen and the comfort they offer make them something much more suitable for video consumption than smartphones.

Growth in mobile video audiences attracts advertiser investmentsSpending on US advertising In mobile video will multiply by four from this year’s figures to reach 2,100 million in 2016. But putting those figures in perspective, it is interesting to note that although in 2016 that amount will account for a quarter of all the expenditure of digital advertising In video, will represent only less than 10% of the total of the mobile advertising.

The growth rates in advertising spending on video will be greater by far than those taking place on any of the other related channels, such as television, online or digital total. However, it would be very reductionist to assume that this year’s three-digit growth means that mobile video is becoming the dominant advertising format. In fact, while growth rates point to an interest of advertisers and an active market, the percentage of the total market is a more important indicator within the total of the advertising universe.

Mobile video advertising serves a number of potential objectives and also offers a number of potential benefits to companies.

“Multitasking is the enemy of branding. The branding requirements include full-screen and immersive content, “says Ujjal Kohli, CEO of Rhythm NewMedia. “The fascinating thing about tablets and samrtphones, is that, somehow. It’s that these systems have been designed with a single task in mind when a video plays. And it’s full screen. “

In the second quarter of 2012, the average subscriber of mobile services in the US Spent 5 hours and 20 minutes a month watching videos on a mobile phone, according to Nielsen data. An age distribution shows that the mobile video audience is usually the youngest, as expected, with groups of 12 to 17 and 18 to 24, being the most used, standing above the average.

While all age groups spent most of their time watching traditional television, we came across a reason to explain why companies see mobile video advertising as a way to reinforce and complement their television ads, not to consider them As a substitute. For many companies, these are the devices most connected with the people that people have. Thus, it is not surprising that it is companies that want to take advantage and strive to think how to use them to connect with consumers in the most convenient way.

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