Streaming Forum Preview: Does (Screen) Size Matter for Advertisers?
There's no doubt about it: We live in a multiscreen world, and content publishers know that if there's a screen out there to which they're not able to deliver, they're missing out on potential viewers and possibly leaving money on the table. But until recently, there was precious little data on exactly how that content is consumed on different screens, whether some types of content are more likely to find consumption on a particular screen, and what sort of behaviours users of different screens are likely to engage in. In other words, exactly the kind of information that can help advertisers and content owners alike most effectively monetise each screen.
But thanks to a study by ad solution provider YuMe and UK research firm Decipher, we've got some answers. The two companies recently completed a comprehensive, three-phase study (two survey phases and one interview phase) of consumer behavior around different content on different screens in different environments. At the Streaming Forum in London on 18 June, YuMe UK business director Brendan Carney will present some of the findings in a session called "Online Video Advertising: Does Size Matter?"
The final report, called simply (and deceptively so) "Mobile and Device Advertising) is more than 40 pages long, and divides device consumption into three categories, each of them portable to some degree: laptop, tablet, and smartphone. The study found, among other things, that no matter what the content type—news, entertainment, technology, sports, social, and more—consumers accessed videos almost as often as they accessed text, and that video consumption was more common on tablets than on laptops or smartphones in all content categories.
What's more, pre-roll ad campaigns outperformed banners on all devices, in four major ad performance metrics: brand recall, brand favourability, brand association, and purchase intent. When it comes to post-exposure followup—i.e., a consumer's intent to take actions like researching a product, visiting a homepage, or joining or liking a social group—pre-rolls again outperformed banners, particularly on laptops.
In the end, though, the differences among the three devices weren't determined so much by the form factors themselves but by the environment in which consumers used them. Laptops and tablets lend themselves to lean-back experiences at home, while smartphones are more likely to be used out of the home in shorter, lean-forward bursts.
Needless to say, that's just a skimming of the surface of the study's findings, a few more of which can be found in this infographic. For a more detailed breakdown, as well as the opportunity to ask questions and engage in discussion around the topic, attend the session at Streaming Forum on 18 June.
There's still plenty of time to register, and you can find the complete Streaming Forum programme here.
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