We’ve compiled a small yet compelling collection of interesting articles related to the matters most important to our ethos, including Ultra High Definition (UHD or 4K) long-form content, online video and smart TV advertising, as well as the mobile revolution. Click on the article titles to be directed to their respective publisher sites.
“Advertisers want their ads to look less like ads even as they are fighting harder for attention.”
“Original digital video is at the heart of a sea change across the media landscape. Viewers’ preferences and behaviours are shifting, and so too will advertising dollars” –Anna Bager, svp/Mobile and Video, IAB
“Useful can take several forms, whether making life easier or offering some sort of value exchange… people didn’t mind advertisements if they were getting something in return.” –WARC
The growth of mobile video also is seen in the evolution of digital advertising, with a tight market and high demand for premium online video is driving up the cost of in-stream video advertising… and growing publisher revenues as a result.
“With 36% of the 4K TV shipments, SAMSUNG led the market on a revenue basis globally in Q3 2014.” –DisplaySearch
“online video is quickly becoming online television.” –Ooyala, March 2013
A report on trends in multi-screen video consumption from broadcasters and entertainment networks around the world during March 2013 revealed that connected viewers watched live broadcast video 2.5 times longer than video on demand (VOD), while 77% of time spent watching mobile video was with content longer than 10 minutes, such as movies, sporting events, and TV shows.
Breakdown of time spent watching premium broadcast content between 30 and 60 minutes long (long-form) during March 2013 by device:
•mobile video viewers – 57%
•desktop video viewers – 60%
•tablet video viewers – 47%
The researchers note that these events offer significant revenue opportunities through mid-roll ads. A recent study by Nielsen and the IAB found online viewers watching long-form content see ads for 57% longer on average than those viewing short-form content (21.4 seconds vs. 13.6 seconds), and have an 11% higher average completion rate (88% vs. 79%).
- Online video audiences find live video far more engaging than on-demand video delivered over-the-top,
per the report from Ooyala covering Q2 2013 activity, and that preference tends to increase alongside
screen size as illustrated below.
Connected TV viewers are more likely than other connected-device users to watch long-form online
video – research from Ooyala suggests that they spend almost half of their online video viewing time
watching content longer than a half-hour in length. That same research from Ooyala indicates that
connected TV viewers spend about 10 times longer watching live video content than on-demand
content via OTT sources, though, which bolsters the case for streaming live and as-live content on a
continuum via various VLN CTV apps.
Update (April 2, 2015): A new Nielsen Global Digital Landscape Survey (a poll of 30,000 online consumers conducted in 60 countries) of global viewing habits has revealed that 49% of respondents say they watch live video programming more if it has a social media tie-in and 47% use social media while watching videos.
And this second-screening activity is particularly pronounced in Asia-Pacific, Africa and the Middle East, the report found. For example, nearly two-thirds (65%) of Asia-Pacific respondents and 57% of their African/Middle Eastern counterparts watch live programming if it has social media content.
“…in 2014, Chromecast was the number one selling streaming media device in the US.” –Omid Kordestani, Google Chief Business Officer