Mobile video ad views on YouTube
surpass desktop in 2015
Mobile accounted for nearly
two-thirds of the 470 million YouTube views for the 10 most popular video ads
on the platform in 2015, pointing to consumers’ interest in branded video as
their viewing habits increasingly move to mobile devices.
YouTube’s research shows that the
amount of time spent on the platform by 18-to-49-year-old's grew 44 percent in
the past year, primarily driven by mobile viewership. At the same time,
consumers are spending less time in front of a TV, challenging advertisers to
consider new strategies for achieving the reach that TV used to provide.
“To maximize the reach and
effectiveness of your campaign, combine the new tube with the old,” said Howard
Blumenstein, product marketing manager, Strategy & Insights, at YouTube, in
a blog post about the findings.
“Test the YouTube/TV combo to see
if it works for your brand,” he said. “If the best way to reach your biggest
audience is, in fact, both ways, revisit media allocations in 2016 and consider
shifting some of the reach and awareness dollars currently allocated to
television to YouTube.”
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