Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

As part of YuMe’s research, Insights from Multi-Screen Research Millennials: Distinct in Video Consumption, in partnership with IPG Media Lab, they looked at video advertising, its effects on Millennials and topics like distraction due to multi-tasking, time-shifted TV content and other factors. Below we focus on a few founding’s;

Video Consumption And App Usage

The other way to watch video which is covered in the research is streaming it from a webpage. With technologies like VAST and HTML5 video advertising can now be delivered to the majority of mobile devices. Depending on the operating system, some viewers may be able to multi-task while the ad plays, which offers a lower percentage chance that the viewer will see the ad. As far as I can see, the video app is the way to go whenever feasible. Also, it’s the most commonly used way to watch videos by Millennials and Generation X on smartphones and by them and Baby Boomers on tablets.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Multi-Tasking Impacts Video Advertising Effectiveness

This becomes even more important when you take into account the fact that a large majority of all three generations multi-task when watching a video. The difference is the fact that the Millennials do it with other connected devices. Even 80% of Baby Boomers said they multi-task while watching video. I too am guilty of that, in fact I’ve been on my laptop and iPad at the same time as watching something on the DVR. Hey, I have a lot of things to get done some days!

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

A full 13% more of them multi-task on various connected devices than Generation X, 23% more than Baby Boomers. Then again, I think the Boomers weren’t brought up that way while the Gen X’ers at least had home computers and game consoles which might account for some of the multi-task mentality.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

As for the Millennials, they were all practically born with a phone in their hands and many have better smartphones than I do. But the real information in all this comes when you take into account what that multi-tasking does in regards to video advertising.

As YuMe’s research found out, it lowers ad recall. Now it’s not all that severe in that it only lowered it 2-9% via smartphones, tablet apps and tablet browsers. Then again, Millennials weren’t all that great at unaided ad recall from TV or the PC anyway compared to Gen X’ers, so it is in line with expectations on the other platforms. As the chart below shows, smartphone video ads had the highest unaided ad recall. Does that translate into effectiveness? I suppose so, if you’re just going for recall and that can then translate into brand awareness overall later.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Video Ad Impact on Millennials

Now, here’s a prime piece of information from the research. If you want Millennials to think that your brand is in fact “modern” then you should be targeting them with video advertising on smartphones. That combination showed the highest agreement in believing that the ad shown was from a “modern brand.” Of course, it was still only 6.7%, tablet browser video ads came in at 5.3% and everything else was under 4%. I suppose that’s technically almost 100% more effective than video advertising on TV or PC.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Interestingly, video ads on smartphones also scored highly with Millennials and Gen X’ers on the belief that it was from a “brand on its way up.” But only 1.1% of Gen X thought it was a modern brand. Gen X had a negative response in regards to whether the brand was quality, premium or a brand they respected. Almost as if, your video ad incited vitriol in their brain and they suddenly didn’t like the brand at all. How positively fascinating! I wonder if that is due to many Gen X’ers remembering the days before massive online video ad loads and yearn for those nearly ad-free days again, whereas the Millennials have pretty much grown up with more and more video advertising online. There’s something here I think that could be more specifically delved into and might offer some extremely interesting research that could translate into how to better target Gen X with video advertising (I suspect the answer will be “with much, much less of it”). It could also be the fact that Gen X simply things video ads are blasé

.Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Meanwhile, the Millennials still had positive reactions to those questions, however, the “brand I respect” was quite low, at just 1.7%, whether it was a quality brand did quite well, relatively speaking, with 3.7%.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Millennials are Dropping Old School Video Platform

Television is old school to the Millennials, who have had the highest drop off rate for TV usage over the past three years according to the study.  Of any demographic, Millennial women are dropping the most TV usage, 10% less since 2010, topping even Millennial males who dropped TV usage 7% since 2010. In this graph you can see they are pointing to the 18-24-year-old group (born in 1989-2000), a slightly narrower definition of Millennials.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

This means that traditional TV advertising is not reaching them like it used to and this trend will probably continue in a downward way making it less and less effective for this major demographic. They are watching some time-shifted television shows, as you can see below, via a DVR and most likely online as well.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

The Millennials use their smartphone and tablets more than any other demographic on the chart and are practically the anti-thesis of the 65+ group who uses TV the most and mobile devices the least. A more interesting trend might be the total lack of DVR usage by the younger 18-24-year-old demographic. Growing up in the full on video streaming age seems to have made them TV and DVR averse. Important information if you’re looking to target them now, or in the near future.

Video Content Viewing by Type

It is also interesting to note that the Millennials also said they watch a lot of TV shows, and user-generated content. That might help explain the fact that Netflix and YouTube account for 50% of all peak period Internet traffic in North America. What they don’t watch, is news, with only 13% saying they watch it. Speaks volumes to the future of the country.

The content they do watch is, again, mostly on three screens; PC, smartphone, and tablet. 49% reported watching ‘web videos’ on smartphones, 44% said PC and 44% said tablet, when given the option of picking two options (presumably TV and DVR were in there as well).

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

Where Millennials Watch Video

Where they watch the content is also interesting. The three major demographics, Millenials, Gen X, and Baby Boomers, all ranked in the high 90’s percentage-wise in terms of watching at home. However, over 50% of Millenials said they are likely to watch content “at a friend’s or significant other’s home” a full 20-30% more than the others. While commuting 32% of Millenials said they watch content (5-10% more than the others) showing they they are either, hopefully, car pooling, or using public transportation.

Good news for retailers though, 13% reported they are likely to watch video, “in a store,” which could prove useful for the upcoming holiday shopping season. Compare that to 8% of Gen X’ers and 3% of Boomers. Clearly, that in store video marketing, or online product video marketing, is going to be seen by the Millenials.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

Where to Watch Video on Smartphones and Tablets

YuMe also reported on smartphone and tablet usage in each of those locations as well. At home ranked in the 98-100% range with Millennials, at a friend’s pulled 58% and 49% respectively. Smartphones are on the rise everywhere though which might be indicative of bigger screens, better resolutions and faster mobile data networks. In the retail space, 19% said they’d use their phone and 6% said they’d use a tablet. However, when they leave the store and go eat or drink at a bar or restaurant those numbers skew higher with 26% saying they would use a smartphone and 14% a tablet.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

So perhaps some cross-promotional streaming video targeting is in order between retailers and restaurants, especially to those trying to target the Millennials.

To App, Stream or Download?

This is the last section of the YuMe report that I’m going to look at in this article so I can devote an entire article to the video advertising aspect of it. There’s nothing groundbreaking here in terms of results in that the highest percentage of each demographic said they use an app to get their video content. That’s closely followed by streaming it straight from the web. Downloading to a device ranked last with under half of all demographics saying they do that.

The key information here is that if you’ve got video on the web and you want to target the Millennials, you need to make sure you’ve got an app for that, or that it can stream to all the mobile platforms, both tablet and smartphone. Android, iOS and Windows phones and tablets are probably going to nail the majority of them. I don’t see too many using a Blackberry device or anything too outside the major operating systems.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

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How Virgin America Got 6 Million People To Watch A Flight Safety Video Without Stepping On A Plane

When was the last time you paid attention to a pre-flight safety demonstration? In the past 12 days, Virgin America has managed to get 5.8 million people to watch their safety video without even stepping on a plane!

Virgin America Safety Video

The airline roped in American director Jon M.Chu (Step Up 2, Step Up 3D) and a team of renowned choreographers, producers and dance stars to give their safety video a full blown makeover. 36 dancersspent 26 hours on set, using 14 different dance styles including broadway, contemporary, jazz, tango, b-boy and break dancing. The end result is this innovative piece of entertainment that has received over 5.8 million YouTube views, 430,000 Facebook shares and 17,000 tweets in less than 2 weeks!

Check out the full video below:

Behind the scenes:

The cast consisted of 10 So You Think You Can Dance alum, 2 former Olympians and 1 American Idol finalist. Watch this behind-the-scenes video to know more about the VX Safety Dance concept, the crew and the creative minds behind the campaign:

You can submit your dance moves at VXsafetydance.com and be part of Virgin America’s next safety video. What ‘s your take on this new approach to in-flight safety demonstrations? Ingenious or ineffective? Would you find this entertaining if you’re a frequent flyer? Share your views in the comments section below.

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Peek of the Week – Top 10 Global Online Video Ads for October 2013

A prank played on a group of coffee shop drinkers to promote the remake of 70s horror classic Carrie tops last month’s Unruly Global Ads Chart.

The ad was October’s most popular by a country mile, attracting almost 1.7 million more shares across Facebook, Twitter and the blogosphere than the second-placed ad, PooPourri’s hilarious “Girls Don’t Poop” It attracted more then 2.1 million shares in October.

You can throw as many special effects or clever catchphrases into your marketing mix as possible, but apparently nothing beats the sight of a little girl throwing up. Or at least that’s one way to look at the incredible success of Crest and Oral-B’s “Halloween Treats Gone Wrong ad”. But what they will be even more happy with is the performance of the ad. Launched just a few days before the end of the month, the commercial attracted more than 225,000 shares during October, making it the seventh most shared ad of the month.

The PS4. “For The Players Since 1995” is a sedate and nostalgic journey through the history of the Playstation told through the bedroom of a teenage boy. It attracted 104,431 shares last month, almost 30,000 more than Xbox’s 19th-placed “Invitation”, which was launched a few days later.

Other newcomers to the top 20 include Virgin Atlantic’s new all-singing and all-dancing safety demonstration.

Top 20 Most Shared, Branded Video Ads During October 2013

1. MGM: Telekinetic Coffee Shop Surprise – Shares: 2.1million

2. PooPourri: Girls Don’t Poop – Shares: 418,023

3. GoPro: HERO3+ Black Edition: Smaller, Lighter, Mightier Still – Shares: 320,611

4. GEICO: Hump Day – Shares: 258,145

5. GoPro: Firemen Saves Kitten – Shares: 241,781

6. Samsung: Note 3 – First Hands On – Shares: 237,310

7. Crest and Oral-B: Halloween Treats Gone Wrong – Shares: 225,156

8. Virgin America: #VXsafetydance – Shares: 205,327

9. Mercedes-Benz: Chicken – Shares: 187,677

10. Pepsi Max: Uncle Drew 3 – Shares: 178,099

 

The next Peek of the week will be the Christmas edition!

 

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Branded Content raises purchase intent [Study]

Branded content, or its hyped cousin, native advertising, is supposed to combat ad fatigue when consumers are bombarded with ads all day, everywhere. The problem is measuring effectiveness. With no agreement on how to measure native (much less how to define it), it’s no surprise that publishers are eager to prove that native advertising, with its promise of premium rates, works.

Thus comes a new study by IPG Media and commissioned by Forbes Media that’s hoping to make the case for the format. IPG surveyed 2,259 participants from Forbes.com and showed them Web pages from the site containing branded content from ads in three verticals (auto, liquor and financial services).

Those looking at pages with branded content were 41 percent more likely to express an intent to buy the brand versus those who saw a regular Web page with no branded content. Similarly, those who saw branded content were 28 percent more likely to have a favorable view of the brand, the research, which IPG is publishing later today, showed.

Mark Howard, CRO of Forbes Media, said the study’s major takeaway for him was that the findings about how branded content can change a brand’s perception complement the traditional publishing metrics that Forbes uses in measuring the campaigns using its 3-year-old BrandVoice platform.

“It begins to answer that question, ‘how well does branded content work for brands to be able to forge a relationship with an audience?’ and ‘how does that dialogue begin to shift perceptions?'” Howard said. “We know it has impact, but we haven’t been able to quantify it before.”

The study also considered native advertising in its different iterations. When consumers saw branded content that was paired with a display ad from the same brand, they were more likely to recall the brand than if they had looked at a page that had branded content with no display ad at all.

Interestingly, though, adding a display ad to a page that had branded content didn’t help with purchase intent. Howard believes that might be because the brands measured (Chrysler, Woodford Reserve and Charles Schwab) are in categories where the path to purchase is long.

The study also looked at attitudes towards branded content depending on where it’s published. In a finding that will likely encouragement to publishers all over, the study showed that readers were 41 percent more likely to share branded content when they read it on Forbes.com versus on the brand’s own site.

It’s tempting to conclude that content, even branded, is seen by readers as more trusted and shareworthy if it originated on a premier publisher’s site versus a brand’s. But did those sharing branded content from Forbes.com know it was created by the brand as opposed to Forbes editorial staff? (Some publishers, Forbes included, have been accused of confusing readers by dressing up ads as editorial content.)

Howard admitted it’s possible, as survey participants weren’t expressly told that the content came from the brand, “but we go to great lengths to make sure it’s all transparently labeled on the site.”

So could native advertising be hitting a wall?

Marketers and publishers continue to fall all over themselves to create messaging that doesn’t look like advertising and that doesn’t annoy the reader. But the format is facing growing pains.

“Agencies aren’t ready to turn on a dime and do this,” Rey Peralta, svp, director of creative technology at Deutsch, New York, said during a panel discussion last week hosted by Livefyre. “Everyone has to get in the same room. It’s incredibly challenging.”

Jordan Kretchmer, founder and CEO of Livefyre, which acts as a middleman between publishers and advertisers by amplifying social conversation about brands across the Web, also pointed the finger at agencies. Seeing as they work on native ads for no extra money and are not set up to corral all those who need to be involved in the process, agencies “currently aren’t incentivized to really push for native ads and, therefore, are many times the blocker in getting a native campaign pushed through,” Kretchmer responded in an email. The process is ineffective and needs to change, he added.

Like agencies, clients often aren’t structured to take on native, often finding it is easier and faster to buy programmatic ads.

This friction is a problem for digital publishers that are banking on native and other premium-priced ad formats to stem the rush of ad dollars to lower-CPM programmatic ads. For marketers, it’s a chance to move beyond the hated banner ad and create messaging that’s more engaging.

It also doesn’t help that there’s no agreement on what native advertising is or on how to measure its effectiveness. And that’s before the content itself is even created, a process that by its nature is fraught because the ad has to serve the advertiser without annoying the reader.

The lack of a universally agreed-upon definition of native advertising is a drag on the process and can lead to missed opportunities.

Peralta recalled one case in which Deutsch handled the creative and another agency, Starcom MediaVest, did media planning. “There was nothing to point to and say, ‘This is what we’re doing,’” he said. “I had to get on 20 phone calls a day to explain it to all the partners.”

“We need to make it easier for our sellers to understand,” added Adam Solomon, vp of digital ad products and services at Time Inc.

For all its roadblocks, there seems to be agreement that native advertising isn’t just the flavor of the month. In a recent survey, 73 percent of Online Publishers Association members said they offer native ads, with the potential to reach 90 percent by year’s end.

33% of tablet owners watch 1 Hour Of Video Content Per Day

In just a few short years the tablet has become a hugely popular second screen of choice for 33% of American adults, and while it may not be an essential item, its affordability means that it is within reach of an increasing number of users. New research from YuMe shows how we use our tablets and it’s no surprise to see that a third of of us devote an hour a day to them, with the minimum of distraction. As for video consumption, 100% of those tablet users surveyed confirmed that they watch videos at home, 66% watch videos on holiday, 22% watch videos while commuting or at work and 13% will watch video content while out drinking or dining.

33% of tablet owning adults will watch video for up to 1 hour a day on weekdays while 24% will watch up to two hours of content on the weekends. 8% of adults will watch around 4 hours of video content at the weekends, presumably due to less distractions.

Tablet use also lead to better recall of video ads, according to the report, with 57% of those asked able to recall a video ad without prompting. That compares favourably against the smartphone (49%) and the TV (45%). Advertisers that created mobile specific ad content were also perceived as being ‘cooler’.

tablet-viewing-tablets-2013-606x2084

Over the past four years, the percent of American adult internet users who upload or post videos online has doubled from 14% in 2009 to 31% today. That includes 18% of adult internet users who post videos they have created or recorded themselves—many of whom hope their creations go viral. The share of online adults who watch or download videos has also grown from 69% of internet users in 2009 to 78% today, and mobile phones have become a key part of the video viewing and creating experience.

The increasing popularity of social networking sites and the proliferation of cell phones have helped spur the growing online video culture
The growing popularity of posting and watching online videos is a natural byproduct of the increasing percent of adults who use social network sites such as Facebook, as well as the proliferation of cell phones which make it relatively easy to watch, record, and post videos online. Fully 72% of online adults now use social networking sites, which provide a venue for video sharing and watching. The current survey shows that:

  • 71% of adults who post videos online do so on social networking sites.
  • 58% of adults who watch online videos do so on social networking sites.

Similarly, as the percent of American adults who own a cell phone has reached 91%4 , it is not  uncommon for adults to use these devices to participate in the online video culture. Among adult cell phone owners:

  • 41% use their phones to watch video.
  •  40% use their phones to record video.
  • 20% use their phones to post videos online.

More recently, apps have emerged which bring the convenience of cell phones together with the
popularity of online video. In the current survey:

  • 23% of adults who post videos online do so using a mobile app such as Vine.
  • 17% of adults who watch videos online do so using a mobile app

Youtube video insights

Remember when I told you about Think Insights, Google’s hub for consumer trends, marketinginsights and industry research? Well, it’s just published YouTube Video Insights for August 2013.

As the Think Insights hub says, “YouTube Insights is our new quarterly report that brings you the latest statistics, trends and insights on online video from across YouTube and Google, keeping you up to date with how video can help you engage your audiences and achieve business impact.”

And there are some new stats in the report that you’ll want to find out sooner rather than later. For example, you won’t want to wait until after Labor Day to discover that:

  • YouTube reaches more US adults aged 18-34 than any cable network,

  • There are now 317 channels with more than 1 million subscribers,

  • DOVE racked up 163 million global views for its new campaign, and

  • YouTube could help you achieve 1-3% sales lift at no additional cost.

Let’s take a quick look at each stat.

About 8 months ago, we took a look at Generation V. Well, Google has updated its psychographic profile of YouTube’s core audience and now calls people who care deeply about creation, curation, connection, and community Gen C.

Gen C isn’t an age group: 65 percent are under 35, and 35 percent are 35 and older. Gen C is an attitude and mindset. Here’s some new data on the key characteristics of this powerful new force in culture and commerce:

  • Creation: 65% have uploaded a video they shot, and 25% upload videos every week.

  • Curation: 90% say they can’t keep content they find online to themselves.

  • Connection: 50% talk to friends after watching a video and 38% share videos on an additional social network after watching them on YouTube.

  • Community: 55% are connected to 100 or more people through social sites, while 15% are connected to 500 or more.

Gen C influences $500 billion of spending a year in the U.S alone!

But even if you just look at the members of Gen C who are under 35, it’s a huge audience. According to Nielsen data for March 2013, YouTube tops all cable networks in the US in reaching 18-34 year olds, ahead of TBS, FX, Comedy Central, AMC, MTV, E!, and ESPN. And according to comScore Video Metrix for June 2013, viewers spend more time watching videos on YouTube than on the other top five online video properties – AOL, Facebook, VEVO, Yahoo!, and Hulu — combined.

YouTube Video Insights for August 2013: But Wait, There’s More!

So, YouTube has an audience that looks like Megalodon, the giant white shark species that is regarded as one of the largest and most powerful predators in vertebrate history. It makesSharknado, which debuted on the SyFy Channel last month, seem like a day at the beach.

What kind of content engages this audience? Well, there are now 317 channels with more than 1 million subscribers, up from 170 channels with more than 1 million subscribers earlier in the first half of 2013.

Some of the top YouTube channels – like smosh, PewDiePie, Ray William Johnson, nigahiga,Rihanna VEVO, Hola Soy German, and Machinima – also appear in the Popular Channels charton YouTube. But others may come as a surprise – including ones in the lifestyle, sports, entertainment, education, news, and music categories.

YouTube Video Insights for August 2013: But Wait, There’s More!

And advertisers are using YouTube to reach audiences that are bigger than the Super Bowl’s – even in months through the year without the big game. For example, “Dove Real Beauty Sketches” was launched in April 2013. The ad topped the YouTube Ads Leaderboard’s Cannes edition, which was published in June 2013, with 163 million global views.

How did they do it? And how do other brands make the most of YouTube’s potential?

According to the case study in YouTube Video Insights, Dove started by conducting research, which found out that only 4 percent of women globally consider themselves beautiful and 54 percent agree that when it comes to how they look, they are their own worst beauty critic.

Then, to bring this research to life, Dove produced a 3-minute video, “Dove Real Beauty Sketches”, about how women view themselves. With the support of TrueView, YouTube homepage masthead and search ads, Dove launched its video in 25 languages across 46 Dove YouTube channels, creating one of the most watched ads ever.

Dove encouraged viewers to share its moving video through its YouTube brand channels, Google+ Hangouts and Google+ page. “Dove Real Beauty Sketches” not only topped the Cannes YouTube Ads Leaderboard, it also won the Titanium Grand Prix at the Cannes Lions International Festival of Creativity.

What does all this mean for you? Marketers can achieve 1-3% sales lift at no additional cost by spending an average of 5% of their media budget on YouTube, according to media mix models run by MarketShare in partnership with Google. By the way, the media mix model takes into account the impact of earned and owned media, in addition to paid media in generating sales impact.

YouTube Video Insights for August 2013: But Wait, There’s More!

Finally, VidCon was held Aug. 1-3 at the Anaheim Convention Center. So, if you’ve dropped off-the-grid for the month of August, then you would have missed Laurie Sullivan’s story in MediaPost about one of the announcements made at the event. According to Sullivan, “YouTube plans to open YouTube Space NY, giving creators a place to make content. The space in the Chelsea Marketplace district, scheduled to open by October 2014, will span about 20,000 to 25,000 square feet. “

YouTube announced a bunch of features on the YouTube Creator Blog, They include:

  • Live streaming: All channels in good standing with at least a hundred subscribers will be able to live stream, within the next few weeks. Check your Account Features page for an “Enable” button, and click it if you’re interested.

  • Custom thumbnails: Help your video stand out by using a custom thumbnail. Make sure you only upload images that are representative of what viewers will see, like prominent stills from the video.

  • External annotations: Want viewers to buy that new t-shirt you’re wearing in your video? You can now use annotations to link externally to various online stores and your associated websites.

  • Series playlists: Help viewers watch more of your videos by placing them in a series playlist. When you group videos that belong together, we’ll show viewers of your videos the next episode from the series and a link to the whole playlist. Just mark your playlist as a “series” in the playlist settings.

Need advise and or content for your youtube channel, get in touch with erwin@reeldealhd.com

Mobile TV and video revenues to hit $9.5bn by 2017 – More than double this year’s figures.

Juniper Research recently predicted that more than two billion people would be using mobile TV and video viewers by 2017, driven by better screens and more powerful processors.

The company now follows up by saying revenues from the market will reach $9.5 billion within the next four years, which is up from $4.5bn in 2013.

North America, Western Europe and the Far East and China, will be the top markets for mobile video consumption, generating more 80 per cent of the total revs collectively.

Meanwhile, Latin America is said to become an important market to watch for mobile TV, what with the World Cup and Olympics taking place in the region in 2014 and 2016 respectively.

The growth is attributed to users becoming more familiar with streaming and also paying via subscription or pay-per-title, such as via Netflix or iTunes. This will prompt the development of new business models.

Tapjoy project PopcornflixGold is one such option of an alternative mobile movie streaming service offering free films in exchange for ad engagement.

Mobile operators are set to face challenges in the streaming market, with pressure on network capacity and finding ways to profit from video and TV usage.

Sian Rowlands, report author, Juniper Research, said: “In order to be truly successful in the future, I think we will see players emerge who are prioritising their customers’ preferences; they will do this by utilising cloud technology, allowing consumers to resume playback on different devices, and enabling offline viewing.”

Just last week, BlackBerry teamed Crackle for a mobile TV push and declared mobile entertainment was important.