Study: Why Mobile Audiences Are Completely Different From Desktop Ones

Study: Why Mobile Audiences Are Completely Different From Desktop Ones
SHARE
THIS



Advertisers who exclude mobile video from their campaigns are missing a huge and unique audience opportunity according to a new study by Nielsen and Tremor Video.

Just as importantly the qualities of this distinct audience set differ considerably from those on the desktop.

Called “The Mobile Video Report 2016”, the study was produced in collaboration with Yahoo7, MCN, Network Ten and News Corporation.

The size of the audience and the volume of impressions measured should have increased the likelihood of a user being exposed across both mobile and desktop, however surprisingly the results where very different.

page_4_tremor

The analysis revealed that just one per cent of the total audience measured was exposed on both a desktop and a mobile device.

“Essentially an entirely new audience was discovered through the use of mobile video.”

The study’s insights are based on an analysis of the behavior of an audience of over 200,000 unique viewers generating close to 1.2 million impressions.

It revealed that an extraordinary 73 per cent of the viewers who were exposed to the inventory pool on mobile devices did not watch video on desktop computers.

The big switch

Eyeballs are shifting to mobile and as video inventory becomes more available opportunities are opening up for brands. The report’s authors note, “Viewers have embraced the freedom of TV everywhere. This is reflected in the 59 per cent year on year growth in online video streams in Australia measured by Nielsen.”

They identify several factors driving this growth. These include improved connectivity, a proliferation of internet connected devices and a significant investment by many of leading Australian media companies in screen-agnostic content delivery.

“The brightest stars of them all have been smartphones and tablets (mobile devices). These accounted for 32 hours and 22 hours of time per person respectively in April 2016 according to Nielsen’s Digital Ad Ratings (Monthly),” say the report’s authors.

This trend has led to swelling online video advertising expenditure in recent years. IAB Australia for instance suggests that the local investment in video advertising in 2016 will cap $417 million and will grow to $700 million by 2018.

Despite this, here has been a lag in the generally accepted principle that advertising dollars follow the eyeballs to mobile and tablet video monetisation.

Different strokes

Not only are mobile viewers a new and discrete opportunity but they are also a far more balanced group than the desktop audience. The analysis suggests that mobile may provide advertisers with a more diverse selection of viewers. Desktop inventory meanwhile provided a greater level of reach of mature male audiences.

Viewers exposed to the campaign on both a desktop and mobile device skewed more towards people 25-39 and 55-64 indicating that these audiences were more likely to be exposed to an advertisement across devices.

“Exposing a user to a campaign across devices can be a valuable aspect of building brand awareness by consistently being top-of-mind with the target audience. “

The bottom line: The researchers say that adding a mobile audience delivered a huge incremental reach.

Methodology

Nielsen Digital Ad Ratings was used to measure a variety of inventory across the Tremor Video exchange and four key Australian publishers in an attempt to understand the incremental reach of mobile video in addition to desktop, and to understand the audience composition across each of these platforms.

Please login with linkedin to comment

Advertising Standards Bureau ARN einsights EMMA data Give Me 5 for Kids Internet Radio mad mex

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]