March 21, 2014 | Posted by Andreas Goeldi, Chief Technology Officer
Mobile | Andreas Goeldi, desktop, marketing implications, smartphones, tablet, watch times, youtube views
It’s no secret: We all spend more time than ever looking at smartphone and tablet screens. According to eMarketer, more than half of the U.S. population owns a smartphone, and 44% use a tablet. For many people a mobile device is now their primary way of accessing the Internet.
This shift in behavior has a huge impact on online video consumption. YouTube’s official statistics say that 40% of total watch time is spent on mobile devices. In some countries and for some topics, it’s already well above half.
But what does this mean for marketers? Do consumers behave differently when they watch video content and video ads on mobile devices? How should marketers adapt their YouTube strategy to the rise of mobile?
To answer these questions, Pixability’s data science team looked at the performance of several hundred ad campaigns and a broad selection of YouTube channels across several industries.
Over the course of two blog articles, we will discuss the findings from our data and the implications for marketers. While this is not an in-depth study at this point, our early results show some interesting patterns that marketers should consider when planning their YouTube strategy: