Mobile is eating the TV

There are three slides in Mary Meeker’s Internet Trends 2014 that tell a good story of where video is going.

The first slide shows mobile (smartphone & tablet) shipments compared to TV units. TV shipments are flatlining just under 300M whereas mobile & tablets are skyrocketing to nearly 1,5BN per year.

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The second relevant slide shows the daily distribution of screen minutes. In nearly all countries, smartphone & tablets are eating up half or more than the daily screen minutes consumed.

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The third, and probably most relevant, shows the distribution of total TV time for millennials vs. non-millennials. Almost half of the TV viewing for millennials is done on-demand or on-line.

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Five times more devices shipped per year than TVs, taking half of the daily screen consumption minutes and half of the TV viewing minutes for millennials. Mobile is eating the TV, hindered only by the lack of mainstream LTE availability. But it’s getting there, faster than any of us expected it. 

Is mobile fit for brand advertisers?

By now, I’m presuming that many of you have seen this year’s Mary Meeker presentation on the state of technology, digital and the world. If you haven’t, do it now. It is breathtaking. Unsurprisingly, according to Meeker 2013 will be the year when the smartphone + tablet installed base will exceed desktops + laptops.

Also, it seems that 10% of the total media consumption time is now on mobile & tablets, but just 1% of ad spend is going into mobile. That means 9 out of 10 times we’re consuming media on a mobile, there’s no ad. So over the past few days I’ve been looking at campaign data we have at Brainient in order to see whether this discrepancy exists because mobile doesn’t perform or because it’s just a new medium and it takes time for advertisers to ramp up their spends across mobile.

According to a campaign that ran in Nov + Dec across a multitude of media owners online and on mobile, here are the brand stats that we’ve collected:

Mobile: 63.3% engagement rate, 1.4 engagements / user, 19.8% video completion rateOnline: 9.5% engagement rate, 2.7 engagements / user, 33.3% video completion rate

Now, this data is very interesting. Engagement rate is 6 times hire on mobile than online (touch, touch, anyone?), but there are less engagements per user and less viewers watching the entire video (probably because videos are slow to load over 3G). If the videos would load faster, I’m certain that completion rates would increase as well so as LTE / 4G technology will be released by operators in 2013, completion rates should increase. Combined with the amazing engagement rates we’re already seeing, it will make mobile the perfect medium for delivering brand-centric interactive video campaigns. Together with the fact that we’ll finally have the same number of mobiles + tablets as desktops + laptops, I think it’s quite obvious where advertisers should be putting their money next year.