Mobile video vital to reaching fragmented audiences at scale
Joseph O'Halloran
| 02 October 2014
Mobile video is poised to become an integral part of how brands connect, engage and convert their key audiences according to independent video advertising platform BrightRoll.

In what it calls a first-of-its-kind study BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments conducted by Nielsen in collaboration with the BrightRoll research department the company says it has revealed just how brand marketers can put their media dollars to work more effectively and better reach cross-screen audiences through a combination of TV and mobile video advertising.

Even though it confirmed that TV remains the first screen, the survey also showed that video consumption on mobile devices is increasing at record levels. Such a shift in consumer behaviour, BrightRoll suggests, has encouraged many brand marketers to re-think their media buying strategies to put their message where target audiences are spending time. Indeed it added that using mobile video to complement TV can easily increase a marketer's targeted reach by as much as 12.7% (CPG targeting females 25-54). Furthermore the data said that as video consumption on mobile devices continues to accelerate, complementing TV buys with an incremental investment in a mobile video advertising strategy will reduce brand marketers' incremental cost per target rating point (TRP). BrightRoll calculated TRP's could drop by as much as 13.7% when 15% of budgets are deployed on mobile video.

"While TV still has the broadest reach among mass media channels, consumer habits have dramatically changed and," said Andrew Feigenson, managing director, digital, Nielsen. "Brand marketers are expecting to increase their mobile video media investments to capture the attention of consumers whose attention is being spread across multiple screens."

"The proliferation of mobile video consumption has created new challenges for brand marketers who seek to reach audiences wherever they are watching video," added Tim Avila, senior vice president, marketing operations, BrightRoll. "This study demonstrates that mobile video can be a powerful complement to TV advertising, and offers insights that will help advertisers execute campaigns to engage these harder-to-reach audiences."