At the end of the day, what do marketers really want? They want to sell their product. And what does it take to sell a product? Attention. You need people to notice you and give you enough share of mind for long enough to make an impression. That impression opens the door for the possibility of a new purchase. After seeing your toothpaste ad, for example, consumers just might notice that tube of Crest ProHealth HD that promised a 6X healthier mouth and whiter teeth next time they’re in the personal care aisle, forgo their usual choice and opt to gamble with that shiny new product.
What does this have to do with mobile, you ask? Inherently, mobile demands more attention from consumers than other screens. In fact, Millennials are two times more likely to be focused while watching video content on their mobile devices than they are when watching on a TV. When TV first debuted, it had an incredibly captive audience. Sight, sound and motion engaged the senses and captured consumers’ attention in the way that no technology previously could. However, as technology has progressed, TV has become the second or third screen rather than the primary. While a consumer might channel surf during a commercial break, pick up one of their mobile devices or leave the room entirely to get a snack, these distractions are less commonplace when they are watching video on a mobile device.
Not only that, but think of the share of consumers’ attention you get from the percentage of visual real estate the phone occupies compared to the TV. The average size of a TV is estimated around 42 inches* (40” x 26”) while the average smart phone is 5 inches (4.3” x 2.3”).
The average living room is 16 feet by 16 feet and if the couch was placed, for example, 8 feet from the wall in the middle of the room, which is quite generous I might add, considering that a normal distance for a person to hold their phone away from their face is 7-16 inches (we’ll call it 11.5 inches for an average), that means the phone is going to occupy 86% more of a consumer’s visual real estate.
Those smaller screens aren’t looking so small after all.
*At the end of 2012, the average TV screen was 37 inches and increasing at a rate of 2 inches per year. Therefore, the average TV should be 42 inches by the spring of 2015.
Read more from our Mobile Series:
- Cross Device Targeting for a Cookieless World
- Mobile Video in 2015- What You Need to Know
- Mobile Video’s Value Proposition: Attention
- Mobile Programmatic Matures and Scales
- Top Mobile Trends: The Rise of Brand Advertising on Mobile
- Why 2015 Won’t Be the Year of Mobile
- The Mobile Decade
- Demystifying VPAID 2.0 and Why You Care
- Why We Must Move Past Cookies on Mobile
- Maximizing Mobile Video Monetization- Publisher Best Practices
Leah White, Senior Manager, Product Marketing