VPAID Delivers interaction for instream
marketers
Of more than 1 billion in-stream video ad serving template
(VAST) impressions worldwide showed that, during the first six months of
2012, they received an overall click-through rate (CTR) of 2.84%.
During the same period, nearly 2 billion video player-ad
interface definition (VPAID) impressions experienced a lower overall CTR than
VAST but solid interaction rates: 1.63% and 9.57%, respectively
Video Ads See High Click Rates - eMarketer http://po.st/S2Kcm7
Primetime TV Hours Best for Digital Video Ad
Completion - eMarketer http://po.st/MPBv6a
U.S. viewers watched 36.9 billion online videos
in July http://cnet.co/MGexfQ
via @CNET
Half of Digital Video Ads To Be Interactive In
Two Years
Video
Display Ads Deliver Interaction Rates of 36%
Online
Video Advertising – Which Format Delivers the Goods?
Seven
tips for maximizing engagement with online video ads
Jivox Offers New Video Metric, Plus Study: Interactivity in Video Ads Increases Engagement
http://bit.ly/MW0Zuy
Interactive video ad boost time spent by 49%
Download report here: http://www.jivox.com/files/partner-resource-center/Maximizing_Brand_Engagement_5.pdf
4 New Research Studies Point to Growth in
Video Viewership and Monetization
- Longer viewing times - Videos longer than 10 minutes comprised more than half of the content viewed
- Mobile viewing isn't mobile, it's in the home - 52% of smartphone viewing happens in the home. 40% of smartphone viewing is now longer-form. 75% of viewers have interacted with online video ads, with 58% of them clicking, visiting a site/store or making a purchase.
- Mobile ads perform well - 89% completion rate, compared with 68% for online.
- Explosion of devices and IP traffic ahead - Cisco projects that by 2016 there will be 3.4 billion Internet users with 18.9 billion connected devices in use. Of this, 1.5 billion users will watch video, up from less than 800 million in 2011.
ComScore Report Shows Online Video
Complements Other Ad Spending http://www.mediapost.com/publications/article/176321/comscore-report-shows-online-video-complements-oth.html
Download White Paper: http://www.comscore.com/layout/set/popup/Request/Presentations/2012/Surviving_the_Upfronts_in_a_Cross-Media_World_Download?req=slides&pre=Surviving+the+Upfronts+in+a+Cross-Media+World
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The online video audience has reached a point of near saturation at approximately
180 million monthly unique viewers, but average engagement levels are rising as
it continues to play a more prominent role in the online experience.
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Adding a digital video component to a TV media plan can increase the effective
reach of the campaign in a very efficient manner.
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Digital video ad formats are just as effective as TV ads. But TV and digital
video have a synergistic effect when used together, making this media mix more
effective than either one on its own.
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Multi-Screen consumers are a fast-growing segment and need to be marketed to on
multiple screens in order for campaigns to achieve optimal reach and frequency
levels.
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Younger age segments are generally more receptive to digital advertising than
TV, highlighting the importance of incorporating digital video into the media
buying and planning process.
Online Video Users To Nearly Double By
2016
- Nearly 800 million people consumed Web videos last year -- a total that will close to double in four years to 1.5 billion, according to networking services giant Cisco.
- According to the report, Web connected devices like tablets, phones, game consoles, and TV sets are driving the rampant surge in video consumption. Cisco claims that by 2016, HD streams to TV sets will grow sixfold, accounting for 6 percent of all worldwide consumer Web traffic.
- However, this will be dwarfed by the uptick in mobile video consumption on tablets and phones: according to the report, mobile video traffic will grow 18-fold between 2011-2016, while the number of worldwide mobile users will reach 1.6 billion -- an increase of six times over 2011.
- The report also claims that close to one-third of all Web traffic will come from devices other than the PC by 2016.
Online Video Ad Loads Rise by 33%, Ad Completion Rates Remain High http://www.mediapost.com/publications/article/180457/online-video-ad-loads-rise-by-33-ad-completion-r.html
- The average number of video ads in digital programming longer than 20 minutes rose to eight ads in the second quarter -- up from six in the first quarter
- The average ad load of eight is more than double a year ago, when content longer than 20 minutes averaged only three ads
- Completion rates for ads in long-form content are the highest they have been since 2010 at 91%.
- Completion rates in general are high, registering at 80% for mid-length content (shows in the 5 to 20 minute range), and logging in at 69% for short-form videos.
- The study found that viewing across devices has grown dramatically quarter-over-quarter, with 8% of video viewing now taking place on smartphones, tablets, gaming consoles and other non-PC devices -- up from 4% in the first quarter.
Digital Video
Advertising Trends
- ComScore’s recent “Surviving the Upfronts in a Cross-Media World” report found that more than four out of five Internet users consume online video in a given month and that the number of Americans who watch online video in an average day has increased 30% in the past year. The firm also reported that one in every 10 tablet users are viewing video almost daily on their device.
- NPD DisplaySearch’s Global TV Replacement Study revealed that 70% of people are now engaging with video content outside of the traditional TV set.
- 30% of U.S. and 28% of Germany respondents expect online video to see the largest overall increase in media spending this year, while 20% of U.S. and 24% of Germany respondents expect mobile video to have the largest overall increase in media spending.
- More than 66% of U.S. and 40% of Germany respondents plan to shift at least a portion of their budget from TV to online video in 2012. Additionally, approximately one third of both U.S. and Germany respondents plan to shift between 20% to 40% of their display budget to online video this year.
- The majority of respondents believe online video is equally or more effective than TV -- 64% of U.S. and 59% of Germany respondents, to be exact. However, taking a cross-platform advertising approach is the best way to reach audiences. A recent Nielsen Video Effectiveness report found that 29% of people exposed to both online video and TV ads recalled the message versus 19% for TV ads alone.
- Sixty-two percent of U.S. respondents reported 40% or more of their RFPs included an online video ad component -- while only 25% of Germany respondents reported 40% or more of their RFPs included an online video ad component.
- 41% ofU.S. respondents believe that clearer ROI would increase online video ad spending. German advertisers are more concerned about pricing: 48% of respondents felt lower costs would encourage advertisers to allocate more of their ad budgets to digital video. Both countries -- 27% of U.S. respondents and 30% of Germany respondents -- agree clearer metrics will lead to a rise in online video ad spending.
Most Video Ads Fully Visible
- Approximately 88% of all video ads streamed in Q1 2012 were fully visible to viewers
- The significance is that only 12% of video ads were completely or partially obstructed on a screen, or showing up at the bottom of a screen (requiring scroll-down) in some auto-load that no advertiser wants.
- Of the 3.5 billion video streams analyzed, 7% were partially obstructed, while viewers never saw the remaining 5%. That 88% applies to all player sizes (e.g., desktops, laptops and tablets).
- In Q1, no hour of day exceeded a 6 percent share of the total video streams, but digital viewing patterns shift to primetime when TV is in its finale season (Q4), with the highest streaming between 4 and 9 P.M. During Q1 2012, when most TV series went on hiatus, digital viewership was highest between 12 and 4 p.m, and back to primetime as Q1 progressed and midseason shows premiered.
Online Video Use
Boosts TV Viewing, Engagement
- About 26% of audiences are reached with content online, and 12% specifically with online video
- While there are still a significant number of consumers who only engage with TV networks on TV -- about 72% -- the amount of both “digital only” viewers and “multi-screen” viewers who use a combination of TV, Web and mobile is growing.
- For the ten networks studied, about 17% of viewers are multiscreen and 11 percent are digital only, comScore said -- with networks serving sports, news and young adult audiences counting as much as 30% of their audiences as multi-screen consumers.
“Consumers
who build online video into their TV experience appear to be an important core
constituency for media brands,” the report said. “On average across the ten
media brands in the study, consumers who consumed the brands’ content via
online video and TV consumed 25 percent more minutes on the TV platform than
the TV audience overall, indexing at 125.”
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