It’s only Wednesday and already, new online video data from Q4 2013 is piling up. In this article, we’ll take a look at some of the reported numbers and discuss what this means for brands and marketers.
Nielsen recently released The Cross-Platform Report which shed some light on mobile video viewing and demographics. The company found that monthly, the number of people watching video on smartphones (ages 2 and over) reached 101.6 million. This is up 26% year-over-year, with 80.7 million smartphone video viewers in Q4 2012.
The average time each user spent watching video on mobile devices increased 23% to one hour, 23 minutes. Traditional TV still reigns supreme in the battle over viewer attention, capturing 155.32 million viewers a month.
But the report also shows that the time for watching video on a smartphone peaks between 5 p.m. and 9 p.m. – which is similar to the peak times for TV and online video viewing. This heavily suggests that people are engaged with multiple devices during traditional TV prime-time hours.
Now more than ever, marketers must have a strong presence across multiple platforms in order to effectively reach consumers. Think about it, while watching Television most viewers have their smartphone on hand to entertain themselves during ad breaks. As much as we want viewers to stay attentive during commercials, often times that’s just not the case.
PewResearch reported in December that 40% of cell phone owners use a social networking site on their device, and 28% do so on a typical day. Social media giant Twitter understands that marketers are looking for more ways to reach these people and has introduced TV ad targeting on its site.
“TV ad targeting enables marketers to engage directly with people on Twitter who have been exposed to their ads on TV,” states the company’s blog post. “Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and measurable, while making it easy for marketers to run always-on Twitter campaigns that complement and amplify their TV creative.”
Twitter now provides brands with an effective bridge between TV, digital and mobile. The company actually found that 64% of mobile centric users on Twitter use it in front of the TV at home, so providing these targeting capabilities will no doubt benefit many a brand.
One way brands can reach mobile users with video content is through apps. Nielsen found that 144.3 million people spend time using apps or the Web every month on smartphones. The average monthly time spent doing so was 34 hours, three minutes, up from 27 hours, 22 minutes in Q4 2012. App ad company MediaBrix found that in-app ads can yield 20% engagement and a 2,000% higher click-through rate. Take into account that only 25% of smartphone users and 21% of tablet users would rather pay for an app instead of seeing ads, and you have a recipe for video marketing success.
Video on Tumblr
As Mark Robertson pointed out yesterday on ReelSEO, Tumblr’s responsibility for referring more average video starts than YouTube, Twitter and Reddit went largely unnoticed. In fact, according to Adobe’s Q4 2013 Video Benchmark report, Tumblr had over one third of referred visits producing a video start which is large enough to rival Facebook’s video view rates.
This should make Tumblr a more attractive channel for video marketing content. IBM, Coca Cola, British Airways and Archie McPhee are some of the brands that are taking advantage of this social network’s promotional offerings. Apple also threw its hat into the ring and produced a Tumblr-specific campaign with a series of four 15-second videos to promote the iPhone 5c.
Retail brands should also consider video marketing on Tumblr. The site is second only to Facebook when it comes to average potential revenue per visit (Adobe Digital Index – Social Intelligence Report Q 42013). Tumblr saw a 340% increase in revenue per visit from last year, with referral visits worth around $1.10.
This social channel has become a potential gold-mine for online video marketing efforts. Brands should begin to create content designed for Tumblr to capitalize on its high engagement rates.