Most marketers know the pace at which people consume media through their devices mobile shows no signs of slowing down, but the speed at which they do it The replacement of traditional television is about to take a step. According to an eMarketer report from 2018, the mobile will surpass that of television as the media attracting the most minutes of entertainment among US viewers, 
. "Video accounts for more than half of total media consumption – and time is growing faster than any other medium," the National Research Group (NRG) reported in its latest study, "Handheld: Insights on the Evolution of Video. The NRG's findings are based on various data reports and have been commissioned by Snap Inc. to highlight the evolution of mobile video consumption.
NRG found that adults aged 18 and over spent 11 hours with different peripheral media (reading, online browsing, listening to audio, checking email, etc.), and that video consumption counts for six of those eleven hours. NRG said that two-thirds of the Z and Millennium generation audiences had increased the amount of mobile videos they watched since last year, with the majority of this younger population watching over an hour of mobile-format video short (videos of 10 minutes or less in video). length) weekly.
What does this mean for advertisers? Last October, eMarketer estimated that video accounted for 25% of digital advertising spend in the United States in 2018. In February, it predicted digital advertising. advertising spending would exceed traditional advertising spending at the end of 2019. TV advertising spending fell 2.2% to $ 70.83 billion.
"For the first time, digital advertising spend in the United States will exceed traditional ad spend," eMarketer wrote in February. "By 2023, digital will exceed two-thirds of total media spending. Last year, Twitter spent more than half of its first quarter ad revenue on video ads. In the last quarter of 2018, Snapchat reported that its premium mobile video advertising accounted for more than 70% of the total US population aged 13 to 34 in its last quarter of 2018. Advertising revenue generated in The last quarter of 2018 was estimated at $ 1 billion, but Aaron Goldman, director of 4C marketing, expects Facebook video advertising to experience increased activity this year .
"focus on formats like Stories at the center of Facebook Inc.'s portfolio, which includes Messenger and WhatsApp, as well as Instagram and Facebook," said Goldman. We are also expecting in-stream video growth, as Facebook offers more long-lasting, curated, and original content. programming via Watch and IGTV. "
The growth in spending on video ads is a good sign that advertisers are following the trend of video consumption. The big question is whether they follow quickly enough.
[19459002Whyshouldwecare? Mobile video consumption continues to grow and the way traditional TV is being watched is changing. Live TV among 18 to 24 year olds has been steadily declining since 2016, according to a report from Nielsen 's total audience of last year.
"The constant shift in consumer attention on digital platforms has reached a point of inflection with advertisers, forcing them to turn to digital now to look for earnings additional in terms of scope and revenues that disappear in advertising in traditional media "Monica Peart, director of forecasts for eMarketer.
To stay ahead of the curve, marketers will need to stay abreast of mobile video consumption trends more than ever before. With such an important milestone – eMarketer's prediction that mobile will surpass television – advertisers will have two goals: to ensure that their video advertising investments keep pace with online video consumption, while paying attention to the return on investment of traditional television commercials
About the Author
Amy Gesenhues is the editor of the newspaper. General assignment of Third Door Media, which presents the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist in several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to various traditional and online publications, including MarketingProfs.com, SoftwareCEO.com and Sales and Marketing Management Magazine. Read more articles from Amy.