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Mobile TV Streaming More Likely at Night

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A special guest post from our friends over at TubeMogul:

Smaller—and larger—screens prevail for evening and late-night viewing.

Digital video viewers stream their favorite TV shows to PCs and mobile devices all day—and all night. According to 2015 data on when accompanying pre-roll video ads were served, daypart plays a role in determining which devices they use. Mobile devices, including tablets, appear to be more congenial to late-night viewing:

Digital Video Ad View Share

According to TubeMogul data about activity on its platform from April through June 2015, among pre-roll ads supporting streaming TV being viewed on computers, just 12% were served overnight, from midnight until 6am. On mobile phones, the overnight share of pre-roll ads was more than twice as high, at 25%. Tablets saw a similarly strong 22% of streaming TV ads served between midnight and 6am.

Evening viewing was stronger on all mobile devices, but heaviest on tablets. More than two in five (41%) streaming TV pre-roll ads served to tablets were served between 6pm and midnight. That compared to 29% of ads served to mobile phones and 33% of ads served to computers.

A majority of TV streaming to computers occurred during the day, with 56% of ads served between 6am and 6pm. For mobile phones, the daytime share was 46%, and for tablets just 37%.

Digital Video Ad View Share - Device

Q2 2015 data from FreeWheel also found a stronger daytime share of digital video ad views for desktop and laptop computers, along with higher nighttime usage of smartphones and tablets. The FreeWheel data also included over-the-top (OTT) devices, which had the highest concentration of primetime and late-night viewing of any device—and among the lowest daytime viewership.

Results such as these are common, and mesh with what media consumers report about their device usage habits.

Key Takeaways – TubeMogul offer three perspectives on mobile video moving into 2016:

    1. Firstly, all advertisers and brands should really be thinking about their mobile strategy in 2016 with an informed understanding of audience time-spent on mobile devices across different audience cohorts
    2. Second of all, for some audiences it will make sense to lead with mobile and supplement with desktop (e.g. M18-29); however other audiences will be better-suited to a more desktop-heavy device mix for their branding activities
    3. Finally, it is worth noting that it has never been easier to take one video asset and target your audience across desktop, smartphone and tablet devices; with brands and agencies now able to execute through TubeMogul 

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