Last month, IAB developed an interesting infographic on mobile video trends. While much of the data was predictable, there were a few points that we wanted to expand on:
Twenty percent of users in the US consume long-form content on mobile devices: Given the proliferation of devices and the unshackling of content, it is no surprise that people are viewing more video content on mobile devices. However, what we found interesting is it’s more long form TV than movie content being viewed. The trend is telling: people are increasingly consuming content whenever they are, wherever they are, and the form-factor does not preclude people from consuming content.
Twenty five percent of US users watch less TV now: This seems intuitive, but what caught our eye was this cannot bode well for linear TV (and for the brands that advertise there). Here’s what we think might end up happening, a bifurcation of content. On one side there would be real-time, live TV and prime-time first-run content and re-runs and one-off content on the other end. We fully anticipate traditional TV networks and maybe Netflix (to an extent) to own the former of real-time TV events while we see Netflix fully owning the latter. For brands, this is the wake-up call to weave in a multi-screen strategy soon, so that the audiences that are leaving linear-TV can be engaged elsewhere.
Tailored ads are ok (and actually, welcome): A no-brainer, but what is spectacular is a whopping 82% of the panel actually prefers tailored ads! This should be a welcome sign for brands and agencies who are struggling against fragmentation in the TV advertising space. But, how can brands come up with ads that are tailored to consumers? One strategy could be to cater ads into the narrative of the show or content, though that would be customizing to the show and not to the user. Another strategy could be to understand the user’s media consumption behavior and designing ads that are integrable to the consumer’s flow as they traverse from one media source to another, across devices. An ability to determine consumer behavior across devices would be most appropriate in this regard.
At Alphonso, is our commitment to understand the user behavior across screens and utilize that information to make the user experience better. Furthermore, through our goals we look to enhance the value for the ecosystem consisting of brands, agencies and consumers. It is this pursuit that has made Alphonso the largest repository of 1-1 media consumption data, enabling to make the entire ecosystem efficient.