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Group Managing Director, MC&C
Video content on mobile is driving a surge in viewership, but only so long as the experience is delivered seamlessly, according to Mark Jackson, group managing director of MC&C, a UK marketing agency focusing on media buying and planning. eMarketer’s Sean Creamer spoke with Jackson about mobile video and UK consumers’ growing amount of time spent.
eMarketer: In what ways are UK consumers engaging with digital video?
Mark Jackson: A lot of our clients are seeing success specifically with video on mobile, video on Facebook and on YouTube. They are seeing high engagement scores from consumers who are utilizing mobile. Mobile has seen huge growth in terms of investment and share in the UK this year, and that’s set to continue. And it could finally be the year of mobile.
Select UK Digital Usage Metrics, 2017 (% of population)
Digital Platforms Used by Internet Users in Great Britain During the Path to Purchase, by Age, Sep 2016 (% of respondents in each group)
Share of Time Spent with Select Types of Digital Content Among UK Internet Users, by Device/Platform, Dec 2016 (% of total)
Average Time Spent per Month with Select Content Categories Among UK Desktop/Laptop vs. Smartphone Users, Dec 2016 (hrs:mins)
UK Digital Users: The eMarketer Forecast for 2017
The Global Media Intelligence Report, 2016
Marketers' Roundtable: Why UK Consumers Use Ad Blockers and How the Industry Is Fighting Back
Is a Programmatic Push Coming to Out-of-Home Advertising in the UK?
Marketing in the UK: How Pairing Creative and Programmatic Can Aid Consumer Targeting
Social Sucks Up UK Mobile Internet Users' Time