Consumer media consumption on mobile devices is mostly influenced by environment and context, not just screen size, according to a UK-focused study by digital video brand advertising solutions provider YuMe.
Carried out in conjunction with consulting firm Decipher, the research found that fundamentally advertising on mobile devices is playing a larger role among consumers, expanding to encompass brand experience as well as its traditional role as a direct response platform. "We could see the implications of context first hand – with consumers reacting very differently to content when in-home, travelling, at work or just out and about," explained Decipher MD Nigel Walley. "We could also see how similarly they behaved around content types, irrespective of the device type and size. This has led us to challenge our perceptions of mobile advertising, and to debunk the myth that it is size that matters."
Looking in depth, the research found that by device, 38% accessed entertainment content on their smartphone, 34% on their laptop, and 28% on their tablets. As to where they used such devices, consumers made a clear preference to consume content in the comfort of their homes, where they are also much more receptive to advertising. Even with smartphones, the most mobile device, there is an almost even split in media consumption at home (31%) and out and about (24%), travelling (24%) and work usage (21%).
Video advertising has shown to be able to deliver on advertising engagement effectively on any device, particularly in the home environment with pre-roll brand recall found to be 3.5 times higher than banner recall across all screens. The research also showed that tablets emerged as a particularly key device in the home, akin to laptops, in which entertainment is being consumed, and advertising effectively delivered.
Looking at what calls to action could be drawn for the research findings, Owen Hanks, general manager of mobile, Europe, at YuMe, advised advertisers to throw away the traditional screen-by-screen media planning rule. "Our in-depth survey on the behaviour of the British consumer on mobile devices began with the assumption that the tablet is the ultimate media-consuming device. But what the research has shown is that media opportunities on mobiles are not simply a matter of screen size; they are multi-modal functions of environment, content, and screen," Hanks added. "For advertisers, this means that the most effective advertising is a multiscreen campaign, whilst publishers need to ensure their content is available across all screens."