Why Your Clients Should Plan For Mind-​Part When Buying Video Ad Placements

BY Kathy Crosett
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For decades, marketers purchased TV advertising with the idea of day-​part in their minds. In the era of TV everywhere and anytime, industry experts believe marketers should develop some new ways of thinking about advertising. Specifically, say IAB analysts, marketers must take the concept of ‘mind-​part’ into account.

When TV emerged as a form of mass media, marketers quickly realized they could target viewers by day-​part. On weekday afternoons, housewives watched melodramas. Home products marketers noticed the pattern and began sponsoring these stories and advertising soap products — hence the term soap operas. Similarly, on Saturday mornings, kids watching cartoons saw ads for new toys. 

Why Consumers Access Video Content

The IAB’s “A Day in the Life of Video Viewers” report explains the various reasons that consumers access video content. The research also links these reasons to consumers’ state of mind, or ‘mind-​part.’ Marketers who understand why consumers are viewing videos can craft messages that will make a stronger connection with their target audiences.

Relaxed Viewing

Most, at least 90%, of online video viewing takes place in the evening when consumers are ready to relax. At least 76% of these consumers engage in planned viewing, either alone or with others. This kind of viewing puts consumers in the same kind of mindset they’ve always had when watching TV at night. General advertising works well for this type of viewing, especially since consumers tend to watch connected TV on a big screen in their living rooms.

Educational Viewing

Researchers find that consumers also watch online videos for educational purposes. These viewers need to learn a new skill or complete a task, such as how to replace a faucet. During these ‘mind-​parts,’ consumers are highly engaged. They pay close attention to the content and they notice the ads. After all, they are trying to solve a problem That’s exactly when one of your clients’ ads could turn a consumer into a customer. To reach these audiences, your clients should bid for placing informative ads, optimized for desktop.

Spontaneous Viewing

Consumers also enjoy watching short videos, especially those that go viral, on their phones. They engage in escapist viewing when they want to take a break. Consumers enter this kind of ‘mind-​part’ viewing when they are using their phones. The top audience in this mind-​part is generally aged 13 to 17. In this context, shorter ads work best.

 To learn more about Online Video Watchers or Video Streaming Service Viewers, check out their AudienceSCAN profiles. They are available at AdMall from SalesFuel.