Making the Most of Mobile: Digital Video’s Most Popular Medium

Wed Jul 19, 2017

Rachel Cagle

Mobile is on the rise, we all know that, but now it’s attempting to overtake the digital video industry. A Q1 2017 study by Ooyala found that mobile now makes up 56.5% of video plays, which is an increase of 2.2% from Q4 2016. But that’s not even digital video’s biggest surprise this quarter.

Ooyala also found that long-form video (20+ minutes) was the most popular length of video watched in Q1 across mobile, with long-form video making up 55% of smartphone video content viewing and 81% of tablet’s. Long-form video consumption has only been on the rise with smartphone and tablet, jumping up 26% and 30%, respectively, from the first quarter of 2016 to the first quarter of 2017. Comparatively, short-form content accounted for 37% and 26% of time watched on smartphones and tablets, respectively, and mid-length content made up 9% of time for smartphones and 6% for tablets.

So, where should your video advertising clients be placing their mobile ads? Here’s what Ooyala found:

Broadcaster Video Ad Completion Rates:

  • Smartphones:
    • Pre-Roll: 85% (consistent with Q4 2016)
    • Mid-Roll: 91% (down 4%)
  • Tablets:
    • Pre-Roll: 86% (down 2%)
    • Mid-Roll: 94%

Publisher Video Ad Completion Rates:

  • Smartphones:
    • Pre-Roll: 76% (up 7%)
    • Mid-Roll: 54%
  • Tablets:
    • Pre-Roll: 71% (up 1%)

Remember, it’s not just millennials your clients should be targeting with their mobile video ads. Over 75% of Americans (nearly even amounts of men and women) own a smartphone. While the 18 – 29 year-old age group does have the highest percentage of ownership at 92%, 88% of 30 – 49 year-olds and 74% of 50 – 64 year-olds also own smartphones. 87% of smartphone owners around the world admit to always having their phone on them and mobile internet browsing makes up 75% of internet use as a whole in 2016.

So, have your clients plan mobile video ads for each age group and place them in videos with a length of 20 minutes or more. Broadcast advertisers will fare well when they buy mid-roll ads, while publication advertisers will want to buy pre-roll ads.

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About Rachel Cagle

Rachel is a Brand Research Specialist at SalesFuel. She holds a Bachelors in English from The Ohio State University. She specializes in major accounts research for AdMall.

View all posts by Rachel Cagle
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