Study: Audiences Increasingly Going Mobile for Entertainment

84% of category ads contained video, rich media

A study conducted by global mobile video advertising firm Vdopia found that mobile consumption of entertainment-themed media is sharply on the rise.

The information was pulled from the Vdopia Mobile Insights (VMI) Series, which takes a look at brand and consumer behavior across the Silicon Valley-based company's global reach of 330 million people. Past studies in the VMI Series have zeroed in on automobile and multicultural topics.

The number of people who said they looked at entertainment content on their smartphones during a given month went up 28 percent in the past year. Purchasing tickets using a mobile device increased 40 percent.

Mobile audiences were also twice as likely to click on entertainment ads than those who viewed the spots on a non-smartphone platform. They were 45 percent more likely to remember the ads, compared to 24 percent of those using a regular computer or other non-mobile device.

Interestingly, the Silicon Valley-based company noted that 84 percent of the entertainment mobile ad campaigns used video or rich media to tout products like theatrical or DVD releases, TV tune-ins, live events and songs or music. Banner ads, on the other hand, were in sharp decline, going down to less than one-third of the firm's total impressions. Saurabh Bhatia, chief business officer of Vdopia Inc, told Adweek that with a 122 percent increase in 4G subscribers over the last year, mobile video ads are poised to become even more of a standard in the industry.

"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," he said. 

While Vdopia does have an interest in proclaiming mobile video ads are the future, it's a trend that has been noted across the industry. USA Today reported that Hollywood-style entertainment advertising makes up 50 percent of online video, which is being spurred on by the increasing use of mobile devices. Twitter and Omnicom signed an agreement for the agency to spend up to $230 million in marketing on the social media platform, with a mobile ad partnership that combines Omnicom’s Accuen programmatic buying platform with Twitter’s MoPub exchange.

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