Google: The Role of Video in the Smartphone Purchase Process

Posted by IAB Australia On December 14, 2011 Research & Resources

Video is the smart way to teach consumers about phones. Though only 39% of consumers in the market for a new phone watched manufacturer smartphone videos, they spent up to ten minutes doing so, and often learned about a device they hadn’t considered or heard of before. The icing on the cake? More than half went to the store as a result.

Insights and Recommendations

  • Use video to empower consumers and drive sales.
  • Discoverability is key; distribute videos wherever consumers watch video and research/shop.
  • Run best screen available campaigns to reach consumers on all devices and increase impact.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.