A research report from IAB where 200 consumers above 16 years age owning a smartphone, across 24 countries were asked to respond to the Mobile Video Research , the key findings show that the long form video, more than 5 minutes, is watched by 36 percent of the viewers. The short form video, a more preferred format is watched by 58 percent Smartphone users. As high as 20 percent respondents in US & Canada choose to watch the entire TV show or a Full Movie on Smartphone.
As important as Social Media is for sharing Video with 68 percent viewers sharing video that they watch as high as 42 percent find Video Content via Social Media.
Apps are the preferred way to browse Video content allowing for program surfing across different networks and uninterrupted viewing.
As high as 82 percent want the ads to be personalized or tailored to their interests and 44 percent have seen video advertising in mobile video content.
“82% state that ads that appear in mobile videos should be tailored so they are of interest. This clearly indicates to brands and advertisers alike that being relevant—to context and/or to consumers and their habits/behaviour, is vital to drive engagement.”
Six Key findings To Guide Your Mobile Video Strategy
The summary of findings from the research clearly points towards creating engaging videos with the ads being tailored to customers; interests that audiences are most likely to engage with. dual-screening phenomenon continues to be on the rise and apps are the preferred way to accessing mobile video.