Owing to the influx of mobile phones and rapid social media interactions, digital video consumption has grown phenomenally over the last two years. According to Adobe’s Digital Index, Digital Video consumption is set to explode in 2014. comScore’s latest report also reveals that 183.8 million Americans watched 48.7 billion online content videos in January, while the number of video ad views totaled 26.9 billion.
This surge in digital media consumption also points to a potential slowing down of other forms of media. According to a recent report from Nielsen, the average American adult spends 11 hours per day with electronic media. That includes the age-old activities of watching TV and listening to the radio — which, surprisingly, are the top two digital activities in the average American adult’s day.
How can marketers use this surge in video consumption to their advantage? By optimizing their social media and mobile efforts.
Create personalized targeted campaigns for tablet viewers
While most videos are consumed on PCs, views on mobile devices have tripled with tablet video consumption outpacing smartphones in video starts. The growing mobile audience provides incremental engagement and revenue opportunities for advertising.
Place post-roll ads for converting tablet viewers
Tablet viewers (who are more likely to complete a video) are more likely to see post-roll ads which are best for call-to-action advertising. By incorporating video in their marketing strategy, marketers will be able to increase the number of conversions.
Offer more video content on social media
It is found that although users either directly go to a video or use search to find one, the social referred videos have the highest completion rate compared to the ones found organically. Nielsen claims that 64% of marketers expect video to dominate their strategies in the near future.
Marketers need to take note of the growth of video consumption within social and mobile channels and look for ways to invest further in video content, and create an engaging experience for users on mobile devices.
