Video ads especially influence young people through their mobile
How to consume information is not the same in any type of device, therefore, not how it affects us that message. On average, users use up to 4 devices, where the smartphone plays a key role, followed by the television, according to data provided by Magna Global.
In recent years, the exposure time to the different devices has increased dramatically, to the point that they spend more time sleeping. Already in 2012 the study estimates that devote 74.5 hours to consume information, compared to 60 who invest in our sleep time.
Our exposure to advertising impacts is constant, it is estimated that more than 1200 can receive daily, an impossible amount to assimilate. Hence the need to be able to stand out and get seep into the mind of the target audience.
The study published by YuMe shows that all users do not react the same way before advertising impacts, and that the device type is also decisive in getting a higher response rate.
Thus, Millennials, as they are known to children under 30 years are those who reported a greater impact to video ads, particularly in those receiving through your smartphone. As stated in the survey, these users were more likely to indicate that the mark suited to their interests (9%) was modern (6.7%), was quality (3.7%) Premium (2, 9%) or consideration (1.7%) deserved. In the case of these valuations Gen Xers were lower in most cases. These users only highlighted the qualities of “modern brand” and “in line with their expectations,” seeing their video ads on the smartphone.
It should be noted that these Millennials not show the same consideration for brands when visualized your ads on tablets; in this case descending levels of influence. It is also important to clarify that users prefer to consume video from the comfort of your home, so the sofa and bed are your favorite for viewing, regardless of the chosen device locations.
YuMe study also reflects the different type of reaction by gender. Thus, women highlighted by record greater attention on the message, regardless of the medium through which received the impact. While men showed greater emotional involvement.
On the other hand, creativity is decisive in achieving a positive impact on the audience factor. Users were more willing to interact with those quality ads. Also, the content has not only to be able to attract attention, but to encourage them to action and encourage engagement.
Therefore, online video is a tool capable of arousing the interest of users, especially in the case of younger, via smartphone, and bring them to action, as long as the message fits your interests and include a especially interesting value proposal.