While it may not be surprising for some, a new study shows that mobile consumption of digital entertainment media is quickly climbing.
According to Vdopia, a mobile video advertising company active in worldwide markets, the amount of consumers who tap their smartphones and tablets for entertainment content jumped nearly 30 percent. Adweek reported that this is directly translating into advertising success, particularly in the arena of consumer identification of brands and marketing language.
Videos dominate this market, according to Vdopia, accounting for roughly 84 percent of all content viewed via mobile channels. Interestingly, banner usage — traditionally a mainstay of online advertising — fell by more than 30 percent between 2013 and 2014.
"Even on post-click audience behavior, video is driving engagement. Banners are losing their importance. Mobile advertising is driving transactions as consumers are increasingly using mobile devices for purchases," Saurabh Bhatia, chief business officer of Vdopia Inc, said in an interview.
Consumers are 45 percent more likely to remember an ad when paired with mobile digital content, the report found, compared with just 24 percent for consumers who accessed the same content via a desktop or traditional computing channel.
Mobile advertising companies may want to note this trend, as it demonstrates that consumers are taking note of the kinds of advertising that are prevalent. These usually consist of 30- to 45-second long videos that accompany longer pieces of content. Major platforms like Vimeo and YouTube are expanding the presence of ads into mobile content, so it should be interesting to see how these trends continue to evolve in the years to come.