Dive Brief:
- According to a recent study released by the IAB on “Mobile Video Usage: A Global Perspective” shows that 36% of global respondents watch video that is over five minutes long on smartphones daily.
- A considerable segment of the global respondents said they watched full-length TV shows or movies on smartphone devices -- 34% in east Asia watch full-length movies, and 30% in U.S. and Canada watch full-length TV shows.
- When asked about ads, 89% of respondents said they prefer video ads on smartphones be tailored to them, with 28% preferring ads be tailored based on the video being watched, 19% from recent viewing history, and 18% by favorite brands.
Dive Insight:
The IAB study brings to light that some of the industry perceptions about how people consume video on mobile may be skewed.
“The fact that people are not only watching short snippets of programming, but committing to longer form content on their phones, opens doors for brands to be part of this impressive mobile engagement," Anna Bager, SVP mobile and video IAB, said in a statement after the study's release.
However, she added, that discovering that viewers are dual screening, or using smartphones simultaneously while watching TV, is a new challenge for marketers.
"How do you grab a viewer’s attention when it’s divided between two simultaneous video feeds?” Bager pointed out.
See more results from the study in an infographic from IAB.
