Why Video Marketing on the Small Screen Is the New Big Screen

We are all guilty of unapologetically scrolling through our news feeds or emails whilst watching television or at the movies. It has become second nature to many, a habit that seems impossible to break. Our attention is constantly drawn to the small screen, be it our smartphones or tablets, even when the option to watch content on a large, high-definition TV is available.

It is fascinating to consider that while we have access to some of the biggest and clearest screens ever created, many of us choose to consume content on a device small enough to fit in the palm of our hands. This shift in viewing behaviour is redefining the landscape of video marketing.

The Rise of Mobile and Tablet Video Consumption

An interesting study posted in Forbes Online highlights that ‘the vast majority of young adults, ages 18-34, prefer to watch entertainment on a laptop, smartphone, or tablet, rather than a TV’. Millennials and Gen Z audiences have driven a fundamental shift in how video content is consumed, valuing convenience and accessibility over traditional scheduled programming.

Furthermore a staggering 92% of millennials engage in second-screen behaviour, meaning they use their mobile devices while simultaneously watching television. This behaviour indicates that even when people do turn on the television, they are likely distracted by their smartphones or tablets.

The Decline of Traditional TV Advertising

Gone are the days when audiences eagerly anticipated weekly episodes of their favourite TV shows, waiting patiently for scheduled broadcast times. The rise of on-demand streaming services such as Netflix, Amazon Prime, and Disney+ has conditioned audiences to watch what they want, when they want. The only real obstacle to this freedom is a weak internet connection.

This transition away from traditional television has major implications for advertisers. Big-screen advertising, such as TV commercials and cinema ads, is steadily losing its influence. Fewer people are paying attention to scheduled commercial breaks, and with the option to skip, fast-forward, or watch ad-free content, brands are finding it increasingly difficult to capture their target audience on television.

In contrast, small-screen advertising is growing exponentially. Digital advertising offers brands the ability to reach consumers where they are most engaged: on their mobile devices. A study from Adobe PrimeTime found that ‘TV consumption across devices grew 388% year-over-year,’ proving that online video is not just a passing trend but a fundamental shift in how audiences interact with content.

The Power of Personalisation in Video Marketing

One of the most compelling advantages of small-screen video marketing is its ability to tailor content to the individual user. Unlike traditional TV advertising, which broadcasts generic messages to a broad audience, digital advertising leverages data analytics to serve personalised content.

Platforms such as YouTube, Facebook, Instagram, and TikTok use sophisticated algorithms to deliver ads based on user interests, search history, and online behaviour. This means consumers are more likely to see advertisements that are relevant to them, increasing the likelihood of engagement and conversion.

For example, a fitness enthusiast who frequently watches workout videos on YouTube is more likely to see advertisements for gym equipment, activewear, or health supplements, rather than unrelated advertisements that might air during a primetime TV slot. This level of targeting is what makes video marketing on small screens so powerful.

Real-Time Engagement and Social Media Integration

Another factor driving the dominance of small-screen video marketing is the integration of video content with social media platforms. Even major television networks recognise the effectiveness of online engagement, which is why many TV shows incorporate hashtags, live voting, and audience participation into their programming.

Real-time activities such as Twitter discussions, Instagram polls, and Facebook live streams create exposure and generate conversations around brands. This kind of interactivity is something that traditional TV advertising cannot compete with.

Furthermore, social media provides businesses with immediate feedback on their video marketing campaigns. Brands can track likes, shares, comments, and video completion rates, allowing them to refine their messaging and optimise future campaigns.

The Freedom and Flexibility of Mobile Video Content

Another major advantage of small-screen video marketing is the control it gives consumers over their viewing experience. Unlike television, where programming schedules and advertisements are pre-set, mobile video consumption allows users to dictate what they watch and when they watch it.

Additionally, digital video advertising is often shorter and more engaging than traditional TV commercials. With the rise of short-form video content on platforms like TikTok and Instagram Reels, advertisers have had to adapt their messaging to capture attention within seconds. This forces brands to be more creative and concise, resulting in higher engagement rates.

Moreover, mobile video ads often include direct call-to-action buttons, making it easier for users to take immediate steps such as visiting a website, signing up for a newsletter, or making a purchase. This seamless user journey is far more effective than traditional TV ads, which require viewers to remember a website URL or phone number and take action later.

The Future of Video Marketing: Small Screens Lead the Way

It is clear that the future of video marketing lies in mobile and tablet consumption. As technology continues to advance and internet speeds improve, audiences will increasingly rely on small screens for their entertainment and information needs. Businesses that fail to adapt to this shift risk falling behind their competitors.

To stay ahead in the digital landscape, companies must embrace mobile-friendly video content, optimise their campaigns for small screens, and leverage data-driven targeting to deliver personalised advertising experiences. Video marketing is no longer just about reaching the most people—it’s about reaching the right people at the right time on the right device.

So, if you’re still relying solely on big-screen advertising, it’s time to rethink your strategy. Put down the TV remote and sharpen your online marketing skills to create compelling promotional video content that speaks directly to the modern consumer. The small screen is where attention lies, and smart businesses are making sure they capitalise on this growing trend.