With 46% of social media users now accessing their favorite sites through their smartphones, marketers socialmedia1are seeing the wisdom of adjusting their mobile campaigns. For many, the change means including social media components in those campaigns. One industry operator has released data showing that this audience can return big yields for marketers.

Rhythm routinely studies the outcomes of the mobile video ad campaigns it delivers for clients. The most recent report shows that nearly 25% of marketers who engage in social media campaigns are initializing them through mobile. Rhythm analysts say that marketers are seeing 89% completion rates in mobile video ad views, which is higher than online. The addition of social media buttons can increase engagement by as much as 36%.

The social media consumers in this study use smartphones to access:

  • Twitter 62%
  • Facebook 74%

There are differences in what these seek from each site so marketers should adjust their campaign goals accordingly. For example, social consumers:

  • Use Twitter to access exclusive content/updates 51.1%
  • Use Facebook to get information on sales/deals 55.9%

The Rhythm study also points out that consumers who are heavy mobile device users are watching mobile video several times a day, every day. As a result, marketers don’t have to contend with a prime time spike. However, there is a slight difference between devices with tablet video viewing rising during weekday prime time. For smartphones, mobile video viewing jumps slightly on weekend mornings.

One key finding of this report is that mobile consumers are ‘incredibly social’. These consumers are also ‘loyal fans’ so marketers that combine their mobile campaigns with social outreach are likely to experience the benefits of significant reach.

For more on Social Networkers, check out the Audience Interests & Intent Report available at the Research Store on ad-ology.com.

[Source: Rhythm Insights Q4 2012. Rhythmnewmedia.com. 18 Apr. 2013]