As marketers turn their attention to video as a content asset, more people are utilizing mobile devices to watch them. New research from Yahoo has revealed that smartphone video views are up 55 percent year-over-year, while tablet views have increased 48 percent.
Both tablet and smartphone views are outpacing PC and laptop views, which have seen a 34 percent year-over-year rise.
“While there’s no denying the growth of mobile, it’s not a mobile-only world and marketers need to think cross-screen when developing their ad campaigns,” Andrew Snyder, vice president of content strategy and solutions at Yahoo, told Marketing Dive. “Marketers should also focus on keeping their ads short to create the best possible experience.”
When adopting a cross-device approach, marketers have seen their online ad awareness increase by 11 percent, and brand favorability increase by 250 percent.
Video Content Proves Its Effectiveness
Marketers continue to see the effectiveness of their videos rise in correlation with their content marketing efforts. A survey titled “Video Marketing Strategy” from Ascend2 has shown that 87 percent of marketers believe their video marketing effectiveness is steadily increasing.
Furthermore, half of these marketers say that the increase has been “significant.” Customer testimonials (51 percent), tutorial videos (50 percent) and demonstration videos (49 percent) have been the most effective types of content.
“Video has to be part of the content strategy,” said Todd Lebo, chief marketing officer at Ascend2. “It’s just too valuable, and it’s clearly working for marketers. Now is the time – people have been dipping their toes in, but they need to go into 2016 and really look at their video strategy.”