While the number of video starts are growing fast to the smartphone, the smaller screen loses out heavily in video finishes. Adobe data shows that video completions are significantly lower for the smaller screen than for the TV or computer. Just 16.6% of videos viewed on a tablet or smartphone are watched to 75% completion. 50% of PC and 35% of game console views reach 75% completion.
Among U.S. millennial smartphone users polled, nearly 90% said their phones never left their side — they’re often experts on mobile internet usage. Yet, 86% said many websites didn’t offer good mobile functionality. Nearly half of respondents said they attempted to access the mobile site of a business via smartphone daily, so this is a huge problem for marketers.
In a recent study, 77% of business-to-consumer (B2C) marketers in North America are using content marketing. And responses indicated that marketers were getting more effective at the tactic — 37% said their organizations were effective at content marketing, that’s up from 34% last year and 32% three years ago.
“Media owners still sell identical units from the past, merely digital equivalents of what we already knew, sold in the same way, to the same people in media agencies who use the same techniques to plan and execute.”
YouTube has unmatched depth and diversity of content, combined with a user base spanning nearly every demographic on the planet. It presents marketers with unique opportunities to reach target audiences, according to eMarketer. U.S. video ad revenues for the site are expected to rise 39.2% this year to $1.13 billion.
eMarketer expects 129 million U.S. smartphone users to search via mobile browser or app on their device this year, representing 78% of smartphone users and 40.7% of the population. By 2018, total smartphone searchers will reach 200.5 million — 91.1% of smartphone users and 61.1% of the population.
Programmatic is one of the hottest trends in today’s advertising market, and with good reason. According to eMarketer, U.S. programmatic digital display ad spending will grow 137.1% to eclipse $10 billion this year, accounting for 45% of the U.S. digital display advertising market.