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Yahoo: mobile ads grow, but cross-platform approach most effective

When it comes to second-screen video, smartphone video views are up 55% and tablet views up 48%, according to research from Yahoo.

The results mean that mobile growth is surpassing PC and laptop views, which are themselves up 34% year-over-year.

But, that said, there are some gating factors for mobile video that are unlikely to go away anytime soon.

Screen size was the most cited concern across all demographic groups, while a majority of respondents also cited limited battery time as an issue. And for millennials, cost of data came in third as a barrier for mobile video.

While there’s no denying the growth of mobile, cross-device campaigns are likely to be the most effective. Advertisers should "consider leveraging responsive ad formats, such as native video ads. A successful cross-screen strategy is one that strengthens brand recall by telling a cohesive story across PCs, tablets and smartphones."

The survey found that ad exposures across multiple devices is more effective than the same amount of exposures across a single device. Further, taking a cross-device approach, online ad awareness saw an 11% rise and brand favourability saw a 250% lift.

Also, the survey found that short ads are the most effective, on any screen.

"Our research shows that 61%of consumers feel that short ads (30 seconds or less) are the most important feature of a quality video advertising experience," Yahoo said in the report. "Consumers have a much lower tolerance for a long ad experience on their smartphones, so it’s more effective to front load ads with key messages so they stick with the consumer."



Source: http://www.rapidtvnews.com/2015112440789/yahoo-mobile-ads-grow-but-cross-platform-approach-most-effective-2.html#axzz3sSfac9br

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