"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5)

For the Connected Video results and webinar view hereFor the ShortForm Video results and webinar view hereAbout Tess EricksonTess Erickson is a research professional dedicated to understanding what drives consumer behavior from the first spark of interest to the final purchase and beyond As Director of Strategy and Research at Involved Media Tess conducts proprietary research focused on filling in the knowledge gaps about the modern media consumer as well as creating and reevaluating media strategies for new and existing clients Prior to focusing on media Tess worked in market research at Ipsos and previously attended NYU concentrating in the biological basis of economic decisionmakingTranscriptCarl Mayer Welcome to About That Iamp8217m Carl Mayer joined once again by Tess Erickson the Director of Strategy and Research at Involved Media Tess thank you for being hereTess Erickson Thank you for having me CarlCM Well weamp8217re in your offices so thank you for having me In addition to everything she does at Involved Tess heads up the Connected Audience study and recently they finished off Wave 2 of their study The first one was connected audio this one was a shortform video And thatamp8217s what weamp8217re going to talk about todayTo start things off first of all I think we all kind of know we get a sense of what short is and what long is but as a definition what is shortform videoTE Yeah absolutely In general we talked about shortform video being under two minutes long and long form being over two minutes long But where we actually define short form is what platform people are viewing the video on So even the difference between YouTube Shorts versus regular YouTube the idea that 2minute video thatamp8217s posted on regular YouTube versus YouTube Shorts is a little bit functionally differentCM So itamp8217s really not just the length itamp8217s really the format and the platformTE Yeah absolutely Itamp8217s that vertical video that weamp8217re now used to And itamp8217s specifically that swipethrough effect that all of the shortform apps have taken on as opposed to again maybe a more traditional YouTube experience where youamp8217re seeing a video and clicking on itShortform as of now is much more dedicated to that swipethrough environmentCM One thing that your research bore out that I think we all anecdotally knew to be true is you know some of the demo stuff like Facebook skews older TikTok skews younger Within that what did you find in there that surprised youTE Yeah I I totally agree The age stuff not necessarily too surprising there But what I did find surprising was actually the gender skews that we saw I had some previous notion that YouTube is a little more male than the other platforms but wasnamp8217t expecting for it to have 10 more reach with men than with womenAnd then on the opposite side I hadnamp8217t realized that TikTok had so much more reach with women than with men And finally I didnamp8217t think that Instagram was going to be the platform that was most equal between genders That certainly Instagram tends to seem like it is maybe more womanfocused but we saw that reach was the most similarThe other thing I thought was interesting was parents We donamp8217t necessarily think about having a kid as being the thing that might introduce you to shortform content and that you definitely are different generations But we certainly saw that parents follow their kids onto these platforms and are even engaging with other parents on the platform as wellCM So I mentioned that this was wave 2 that you just completed Between waves one and two you did see some sort of significant changes in Ad exposureTE Yeah what we saw the main piece of our study is about streaming video and that includes longform video So what we saw the biggest change in was in adamp160supported SVOD videosSo what we see there is that in our first wave ad supported SVODs and ad free SVOD that watch time was about the same In our second wave of the study we saw that ad supported viewing of SVOD content had drastically outpaced ad free viewing We are seeing a lot more of these ad opportunities pop up across channel and that does then speak to short form as well where we see this really notable daily ad supported audience that is reachable and especially that younger ad supported audience that isnamp8217t necessarily reachable on linear or even SVOD contentCM With the ads in shortform video how do they differ I guess on one end from the user experience How does that differ from longform and also just from the data that can be gleaned by the platformTE Sure I mean the big difference in how people watch shortform versus long form is the way they engage with shortform versus longformWe mentioned it earlier but even the swipe through that you get on shortform is really informative that youamp8217re youamp8217re in some ways choosing over 60 videos an hour on shortform and all of that data is part of what then that platform knows about youBut that also is there are also so many other ways people engage with shortform video that gives us information that we donamp8217t see in longform content Things like liking videos sharing videos and that clickthrough to even direct buying are all things that are informative to advertisers on shortform and change the way that consumers are engaging with ads on shortformCM Now I want to get more into the direct buying because that sort of bottom of the funnel purchasing I donamp8217t know why it surprised me that it happened so much but it did Thereamp8217s a lot of purchasing that happens on the platforms And what does that tell us about just even just the trust that people haveTE Well I think one big thing we saw is that people under 45 are much more likely to be doing direct purchasing through these platforms and people over 45 So thereamp8217s a real age break in terms of trust and when with commerce on the shortform platforms that younger people have a lot more trust or much more used to not only ecommerce in general but specifically mobile ecommerce that theyamp8217re much more likely to be comfortable purchasing through on their phone But specifically now through these direct TikTok shop or Instagram shop linksCM So with all the information which thereamp8217s a ton of it to go through weamp8217ve barely kind of scratched the surface here But if you had to boil it down to something that advertisers or marketers could really act upon and put to use What would that beTE Sure I mean I know everyone hates the year but it does depend on the advertiser I think overall we know that thereamp8217s a younger audience there that is reachable We know these different gender skews that the platforms have And so thatamp8217s an important takeaway in generalBut what I think is really dependent on the client is which products do really well on these platforms versus ones where people are more hesitant to be influenced by content or even especially purchased directly on those platforms So those more aesthetic purchases like clothing beauty skin care these are things that do well on these platforms And specifically people are willing to buy directly through these platformsWhereas I wouldnamp8217t say that these platforms arenamp8217t a place to advertise furniture or insurance or anything and that they are really influential But the strategy that you need to have around these being places for people to become informed rather than necessarily direct clickthrough purchase purchases is a big difference in the way that we would inform a different advertisersamp8217 strategiesCM So itamp8217s still good for awareness building for offplatform purchases but nobodyamp8217s going to you know buy a term life policy without any research just because TikTok told themTE And I donamp8217t think TikTok shop wants that eitherCM Nobody needs that All right so this was wave 2 You know I take a day to just relax and take a breath afterward But the day after tomorrow whatamp8217s nextTE Sure So we have the next wave of this study coming up at the beginning of next year But even sooner than that we have a study going into field about sports viewership We know how valuable live sports viewership is at this point Itamp8217s the one type of content that isnamp8217t really evergreen that is that does require that on demand viewership and that has differentiated itself in terms of how interested advertisers are in getting on those broadcasts So thatamp8217s what weamp8217ll be looking at next and and hopefully presenting that as wellCM And when those are done I hope you come back on the show and tell us all about it Itamp8217s always super fascinating Thank you very much for being hereTE Thanks Carl and see you againCM And thank you for watching About That Like I said we only scratch the surface here I urge you to check out the webinars that Tess has hosted on these topics connected audio longform shortformAnd thank you once again Tess Erickson Director of Strategy and Research at Involved MediaClick to view previous episodesPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5)

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