Video To Boost US Mobile Content Consumption
APRIL 13, 2012
One-third of US population will use video on mobile devices by 2016
With smartphone users expected to make up over half of US mobile users by next year, content consumption on mobile devices is also on the rise, including video viewing
eMarketer estimates that by 2016, more than 110 million Americans—or one-third of the total US population—will watch video content on a mobile phone at least once per month. This year, just under 20% of the population, or 25.2% of US mobile phone users, are expected to watch mobile video monthly.
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Video Boosts Brand Engagement, Site Visits
APRIL 6, 2012
Users not only click on more ads with video or rich media, but also tend to visit brand sites long after seeing the associated ad
Many marketers have moved past a direct-response-centric model for online display advertising, recognizing that despite low clickthrough rates, banner ads also have a branding effect. And research suggests that adding rich media or video to those banner ads can improve both types of response—increasing the likelihood users will click the ads as well as boosting the lingering brand awareness that results from viewing.
Ad solution provider MediaMind found that web users in North America who were exposed to a campaign that included rich media display ads were nearly three times as likely as those who saw only standard banners to end up at a marketer’s website—either by clicking on the ad directly or by navigating to the site at a later date. Those exposed to banners that included online video were about 5.6 times as likely to visit a marketer's site as those exposed to standard banners.
The study indicated that rich media and video boost metrics on both the direct response and branding sides. Rich media and video made users significantly more likely to click directly on display ads—in the case of video, the likelihood of clicking on an ad went up more than ninefold.
The branding effect was smaller, but still evident. Web users exposed to a campaign who did not click on the ad when first exposed to it but who later visited the marketer’s site were about twice as likely to be driven to do so by video or rich media as compared to standard banners.
eMarketer expects strong growth in spending on display advertising, especially video, this year. In the US, eMarketer projects advertisers will increase video ad spending by 54.7% and up investments in standard banners by nearly 20%. eMarketer predicts much lower growth for rich media ads, however, at just over 4%, as brands turn to true online video instead.
December 2011 research from digital ad agency ValueClick Media found that video was second to mobile as the leading channel marketers said they would increase spending on this year.
Video Boosts Brand Engagement, Site Visits
APRIL 6, 2012
Users not only click on more ads with video or rich media, but also tend to visit brand sites long after seeing the associated ad
Many marketers have moved past a direct-response-centric model for online display advertising, recognizing that despite low clickthrough rates, banner ads also have a branding effect. And research suggests that adding rich media or video to those banner ads can improve both types of response—increasing the likelihood users will click the ads as well as boosting the lingering brand awareness that results from viewing.
Ad solution provider MediaMind found that web users in North America who were exposed to a campaign that included rich media display ads were nearly three times as likely as those who saw only standard banners to end up at a marketer’s website—either by clicking on the ad directly or by navigating to the site at a later date. Those exposed to banners that included online video were about 5.6 times as likely to visit a marketer's site as those exposed to standard banners.
The study indicated that rich media and video boost metrics on both the direct response and branding sides. Rich media and video made users significantly more likely to click directly on display ads—in the case of video, the likelihood of clicking on an ad went up more than ninefold.
The branding effect was smaller, but still evident. Web users exposed to a campaign who did not click on the ad when first exposed to it but who later visited the marketer’s site were about twice as likely to be driven to do so by video or rich media as compared to standard banners.
eMarketer expects strong growth in spending on display advertising, especially video, this year. In the US, eMarketer projects advertisers will increase video ad spending by 54.7% and up investments in standard banners by nearly 20%. eMarketer predicts much lower growth for rich media ads, however, at just over 4%, as brands turn to true online video instead.
December 2011 research from digital ad agency ValueClick Media found that video was second to mobile as the leading channel marketers said they would increase spending on this year.
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Gen Y Embraces Smaller Screens for TV and Online Video Viewing
SEPTEMBER 2011
Gen Y tunes in to mobile video four times more often than boomers
Although over-the-top video usage continues to surge across age groups, younger consumers are leading the charge in online video streaming and mobile video viewing. Surpassing their older counterparts in over-the-top activity, members of Generation Y in particular are displaying an aptitude for alternative methods for viewing television and movies.
According to online research provider Knowledge Networks, 56% of Gen Y internet users stream video on a weekly basis—twice as many as among boomers. Gen Y is also four times more likely to watch video via mobile than boomers.
Although the 13-to-31 age group may be leading the charge, digital video viewing is increasing among web users of all ages. Knowledge Networks research indicates that monthly use of an alternative method for movie and television viewing increased from 26% in 2010 to 35% in 2011. Use of streaming video rental services has doubled since 2010, and so has video viewing via internet-connected video game consoles and on mobile devices.
A Nielsen survey supports some of the Knowledge Networks demographics findings. According to Nielsen, consumers ages 18 to 49 watch more than twice as much television content on the internet as those older than 50. Gen Y and Gen X males are especially heavy internet video users, watching more than 7 hours a month. When it comes to mobile, males and females ages 18 to 49 watch roughly the same amount of video on their mobile devices, about 4 hours, surpassing those older than 50, who watch 2 to 3 hours of mobile video a month.
comScore data provides a contrast, indicating that more males than females watch mobile video content, regardless of time spent. According to comScore, 62% of males viewed mobile TV or video in June 2011, compared to 38% of females. comScore’s generational data largely lines up with that of Knowledge Networks, and adoption by consumers older than 45 makes up only a sliver of overall usage. The majority of mobile TV and video viewers are younger than 44.
Marketers should take note of the 18-to-34 age group as a sweet spot for over-the-top video marketing. As online and mobile video content continues to proliferate, consumer usage of alternative viewing channels will continue to climb. eMarketer predicts that by 2015, 76% of internet users, or 195.5 million people, will watch video content online each month.
