An interesting and unique opportunity is presented to marketers to take advantage of bad sleep habits. In an article for Mobile Insider, Steve Smith highlights new research that engagement with mobile video increases when used as a bedtime distraction.
Most people use tablets and smartphones in bed to watch video. While watching, advertisements and messages were actually recalled better in this state than when users saw them during the day, fully alert. It appears that it is easier to reach and influence this type of audience when it comes to video advertising. There are significantly less distractions to get in the way.
Clearly a focus needs to be given to engaging ads being shown after bedtime. Also, users are watching these videos from smart phone and tablet devices. They are purposefully distracting themselves from sleep and becoming engaged. Smith argues this could be a strong market for interactive video and interactive video ads.
This highly engaging medium could certainly gain traction as users are away from the distractions of the daytime and have the time to fully participate in an interactive experience. -LR
