BI Intelligence: Research shows that mobile video ads are becoming the new favorite in mobile advertising

The mobile video report released by BI Intelligence shows that mobile video ads have become the new favorite in mobile ads, and tablet users have the highest value in mobile video ads. Ooyala, an online video platform service provider, found that 63% of videos watched by tablet users are more than 10 minutes long. This is very important because it brings more opportunities for the 30-second traditional video ads favored by advertising agencies and advertisers.

Tablet video users also have the following characteristics:

1. The peak usage of tablets is in the evening and on weekends, which is also the time when the family used to sit in front of the TV. Tablets are also more suitable for family viewing.

2. Watching videos is one of the main reasons people buy tablets. ComScore data shows that users like to watch and share videos on tablets, but video applications are not among the top ten in popularity on smartphones.

3. The conversion rate of tablet users is higher than that of smartphone users, which has been proven by search advertising and e-commerce. The larger screen is also an advantage for video advertising.

4. A survey conducted by Morgan Stanley in January this year showed that in the United States, tablet users are more willing to stop using pay TV and switch to services such as Hulu, Netflix, and Apple TV.

5. A Deloitte survey in the second half of 2012 showed that among American users aged 14 to 23, the proportion of those who choose to watch TV series on tablets and DVDs is similar.

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Tablet users also spend more on video content purchases: A Motorola Mobility survey of 9,000 consumers in 13 countries found that tablet owners watch an average of 6.7 hours of movies per week, while non-tablet owners watch only 5.5 hours.

Tablet users are also more willing to use streaming media to watch videos or download digital content on various devices. According to a Deloitte survey, 59% of US consumers aged 14 and above who use tablets have downloaded at least one movie in the past year, while only 35% of non-tablet users have done so.