03 Aug Redesigning the remote
How online video changes the way viewers tune in.
Video used to be confined to a TV screen in the living room.
If people wanted to watch the game, snuggle up with a romantic comedy, or see what was happening in the world, they picked up a remote and flipped through the channels.
Mobile has changed all of that, allowing viewers to tune in from virtually anywhere and at any time. According to a recent Google study, one in three adults between ages 18 and 54 use their smartphone as their primary device for watching online video.
These new viewing habits have changed the nature of in-home viewing. Half of YouTube users who watch YouTube videos on their smartphones watch while at home.
But just because people can watch on mobile doesn’t mean they’re only watching on mobile. In fact, the time people spend watching YouTube on a TV screen has more than doubled year over year.
To learn more about the role of online video in people’s lives today—and what that implies for brands—Google partnered with Flamingo and Ipsos Connect to conduct a survey and interview consumers about how they watch and where. They found that people use different screens for different reasons, including the type of content.
Whether people want to master a specific look or to see who won on last night’s awards show, those who watch beauty, fashion, entertainment, and pop culture YouTube videos prefer to watch on their smartphones. For travel and food videos, people primarily watch on their desktop or laptop. And TV is still where people turn most often for news, sports, and comedy.
What this means for your brand
The consumer shift to mobile creates significant new opportunities for brands to connect to their audience. Here are two ways you can plan for this world that’s driven by preferences and online video trends:
Follow the video: Your consumers are following their passions with online video, from their smartphones to their computers to their TVs. Ask yourself: Can people watch your videos on all devices? Are you thinking holistically about video on all screens?
Understand the context: Think about what’s happening in the moment when consumers are watching your ad. Where are they? What are they doing? What device are they on? Figure out what is likely to be their mindset in that moment, and choose the best ad format, length, and placement accordingly.
To find out how effective your online presence is, take a free digital health check, phone 1300 853 769.