When brands and agencies talk about their mobile ad strategies, most of the time they mean display and search. Let’s face it, mobile publishers’ ad inventories haven’t exactly been rife with video units.
But there is one video ad option that stands out as a prime choice for mobile marketers—YouTube.
Apps are the new Web
Nielsen reported in February 2014 that smartphone owners spend 86% of their time using apps vs. the mobile Web.
The trend line calls for that percentage to continue to grow as more and more publishers wish to own control of the user experience and the data.
It just makes sense that your mobile ad strategy should focus on in-app advertising.
YouTube is the prime video app
When you look at app share of market, YouTube is the second-most installed app on the planet, after Facebook.
Add to that this insight Forrester reported last month: mobile app users spend 80% of their time with just five apps—Facebook, YouTube, Pandora, Gmail and Maps.
Indeed, Forrester’s VP and principal analyst for marketing and strategy further advances the case for video advertising on YouTube:
“Marketers should borrow their way to their customers’ home screens by partnering with the few apps that command the majority of consumers’ mobile prime time.”
The mobile audience consumes video—and video ads
YouTube video advertising also makes sense when you look at the habits of the mobile audience:
- 75 percent of mobile consumers watch videos on their smartphones and 87 percent watch on tablets
- YouTube itself reports that currently, 50% of its billions of daily views are on mobile devices
- Consumers see companies that advertise on mobile devices as more modern
- Unaided ad recall is 16% higher for commercials viewed on mobile devices than on TV
YouTube ads are affordable and effective
Advertisers that run skipable TrueView video ads on YouTube pay only when viewers choose to watch their full commercial—and they typically receive more than double their money in added value partial views, which are measureable and reported for every campaign.
Read further about these benefits of TrueView ads and more in our article, Permission Advertising: The Revolutionary Impact of Skipable Video Ads.
Sources:
- Nielsen Report “The Digital Consumer” February 2014
- comScore Reports September 2014 U.S. Smartphone Subscriber Market Share, November 6, 2014
- Forrester report, “2015 Mobile App Marketing Trends: Orchestrate Your Brand Presence, Beyond Your Own Apps, By Borrowing Mobile Moments.”
- IDG Global Solutions’ most recent Global Mobile Survey
- YuMe Millennial Report, August 2014