YuMe and IPG Media Lab, smartphones have the biggest influence on attention, followed by tablets and then PCs.
Purchase intent benefitted from high video attention on mobile
devices. Among US internet users who viewed pre-roll video ads on a
smartphone—a group that’s often on the go—64% of those who were highly
attentive planned to purchase the product advertised. In comparison,
just 23% of smartphone viewers who paid little attention intended to
buy. Interestingly, while there was a correlation between attention and
purchase intent on tablets as well, 37% of those who viewed pre-roll ads
on tablets with low attention still planned to buy the product
advertised—more than the low-attention audiences for PCs and
Smartphones are increasing their share of digital video ad views. Q2 2014 research from FreeWheel
found that, while desktop and laptop computers still grabbed the large
majority of digital video ad views served in the US on the source’s
platform (76%), this had dropped 3 percentage points since Q1 2014 as a
result of smartphone views. Between Q1 2014 and Q2 2014, the smaller
screen grew its proportion of total video ad views from 11% to 13%.
For now, PCs still rule the field when it comes to digital video ad
views, but as smartphone viewers prove to be more attentive—and purchase
intent continues to rise as a result of ads on such devices—users
should be prepared to see more video ads popping up on their phones.eMarketer
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