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Snapchat, Dentsu, and Kantar’s research on video consumption trends highlights the shifting preferences and implications for brands across screen sizes.

Here’s what they learned:

• Small screens reign supreme. 67% of viewers use mobile screens daily versus 50% on big screens.
• Mobile is attention-grabbing. Mobile videos capture higher attention; 69% of users report full attention on small screens, compared to 50% on TV.
• Social apps lead. 65% of viewers engage with video on social apps daily, especially Gen Z (68%).
• Higher arousal on mobile. Small screen ads, even shorter, yield stronger visual fixation and emotional arousal than big screen ads.
• Dual-screen impact. Exposure to ads across both screen types boosts brand metrics, especially among Gen Z, increasing brand favorability and purchase intent.

The takeaway? Opt for a multi-platform approach to maximize reach and impact. Mobile screens not only amplify big screen ads but are particularly effective for Gen Z.

Learn more from Snapchat Business.

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If you’ve been following the press tour for Wicked, you know there’s been a lot of hand-holding and crying.

The latest chapter in the extensive Wicked lore is the singular connection between the film’s two stars: Cynthia Erivo and Ariana Grande.

Why can’t we get enough of them? Because they seem to have manifested their dream roles and found a life-altering friendship along the way.

So, it was clever of Xfinity and Goodby Silverstein & Partners to canonize the narrative with a short film directed by Wicked’s own cinematographer, Alice Brooks.

The spot sees Erivo and Grande as little girls and then powerhouses on separate paths through fame, finally converging in the opportunity of a lifetime.

The connection to Xfinity? Well, they get the good news over videoconferencing.