Digital Content Consumers pay more attention to ads on smartphones

A study in the US looked for measuring purchase intent as the focus on video ads displayed on mobile devices. Among US Internet users who viewed video ads on a smartphone, 64% of those who actually paid attention to the ads planned to purchase the advertised product. In comparison, only 23% of viewers who paid little attention expressed the intention to buy. Interestingly, it was found that there was also a correlation between attention and intention to purchase products via tablets. Thus, 37% of people who did not pay too much attention to ads on tablets, planned to buy the advertised product, compared to the audience for computers and smartphones.FreeWheel’s research found that while desktops and laptops still captured the vast majority of digital video ad views offered in the US (76%), this number was down 3 percentage points since 2014. This year, smartphoneS increased its share of total video ad views, with 11% to 13%. For now, the computers still rule the field when it comes to digital video ads. However, smartphones viewers prove to be more attentive, and purchase intent continues increasing as a result of the ads on the users’ devices.