nScreenMedia OTT multiscreen media analysis

Four reasons mobile video delivery is too important to ignore

smartphone viewing splash

Mobile video delivery is commanding increasing attention from content providers and advertisers, with good reason. Here are four facts about mobile viewing that illustrate why the platform is too important to ignore.

Mobile has great reach

Traditional TV still has the best reach, at least in the US. According to Nielsen, 86% of the population watches live or time-shifted television once a week or more. However, mobile is not far behind. 80% of the people use a smartphone for app and web each week. Of those, more than three-quarters spend two hours or more per week with video-focused mobile applications.

Mobile is a premium video platform

The prevailing view is that mobile is predominantly a video snacking platform. It turns out smartphones and tablets are an essential platform for television consumption. In a first-quarter 2019 survey in the UK, Germany, and Sweden, nScreenMedia asked what percentage of survey participants total TV viewing time was on mobile. Of course, the TV was the most used screen. However, mobile commanded as much as 17% of total TV viewing time in Sweden. Germans spent 15% of their time watching on mobile, and the British watched on mobile 14% of the time.

TV viewing time by screen type UK Germany Sweden

In all three countries, the smartphone was the preferred mobile platform, commanding at least 60% of mobile viewing time.

mobile ad view composition by content type Q4 2018In the US, mobile is just as crucial for video consumption. Freewheel reports that, in 2018, 28% of video ad views were on mobile devices. Half of the ad views occurred during full TV episode viewing, and a third came from live event streaming. Once again, the smartphone is preferred, delivering 70% of mobile video ad views.

Video ads increasingly preferred on mobile

Search and banner ads still drive the most revenue from mobile devices. However, both formats are losing share to video ads. The iab says search and banner ad revenue increased just over a third in 2018. Video ad revenue increased by two-thirds.

The explosive growth in mobile video ads led to a slight decline in revenue share for search and banner ads, to 43% and 37% respectively. On the other hand, mobile share of video ads increased from 12% in 2017 to 15% in 2018.

Mobile delivers the most digital video ad revenue

According to the iab, total digital video revenue reached $16.2 billion in 2018, up 37% over the previous year. Mobile dominates the revenue generation, delivering over $10 billion. Mobile also dominates digital video ad revenue. 63% of all digital video ad revenue came through mobile platforms, up from 52% in the year before.

Mobile’s strong performance should come as no surprise. YouTube and Facebook both report their number one platform is mobile.

I’ll be discussing mobile video at the VideoNuze Video Ad Summit Tuesday, May 8th in The Westin Time Square New York. Why don’t you join me there?

Why it matters

Smartphones almost equal the reach of traditional television in the US.

Consumers view mobile as a premium consumption device.

Video ads are increasingly preferred on mobile platforms.

Mobile platforms deliver the most digital video ad revenue.

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