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Monday, May 22, 2017, 11:20 AM ET|
Online video advertising is still relatively new, so understanding its exact impact on critical brand metrics is not yet entirely clear. To better understand the correlations between frequency and impact, YuMe recently conducted a study using Kantar Milward Brown’s MarketNorms data and select video ad campaigns that ran in Q1 2017.
Not so surprisingly, at a high level, YuMe found that as viewers experienced more video ad exposures, all brand metrics improved. These metrics include aided awareness, online ad awareness, message association, brand favorability and purchase intent.
Tuesday, April 25, 2017, 10:39 AM ET|
Here’s one measure of how popular watching online video in the living room has become: according to new research from Parks, which was presented at NABShow, among broadband households, over 25% of viewing done on TV was from online sources, up from 10% in 2010. No surprise, linear broadcast TV saw the biggest decline over that period, dropping from 62% of TV time to 41% of time.
Companies: Parks Associates
Monday, April 24, 2017, 11:28 AM ET|
TV Everywhere (TVE) continues to gain adoption, with research released late last week by Hub Entertainment Research and industry trade group CTAM revealing that 56% of pay-TV subscribers watched TVE content in the past 6 months with 51% saying they watched in the past month. According to CTAM, all of the top pay-TV operators, 400 smaller independent cable operators and 100+ networks now deliver TVE content.
Categories: TV Everywhere
Research: Majority of Ad Buyers Expect Programmatic Will Account for Over Half of TV Ads in 3-5 YearsThursday, April 20, 2017, 10:50 AM ET|
Videology has released new research showing strong enthusiasm for data-enabled TV ads among agencies and advertisers. According to a study conducted by Advertiser Perceptions for Videology, 64% of respondents believe that within 3-5 years, more than half of total TV buying will be programmatic or “advanced TV.” For buyers already using advanced TV, 57% are planning to increase their budgets this year.
The survey defined programmatic as high-indexing linear TV that uses advanced data to define a strategic consumer target (“data-enabled TV”) and TV advertising delivered at the household level (“addressable TV”).
Monday, April 17, 2017, 10:06 AM ET|
Pre-rolls remain the workhorse of video advertising, outperforming other formats across metrics including recall, engagement and relevance. That’s according to research from IPG Media Lab and YuMe which was released this morning and compared the performance of pre-roll, mid-roll, outstream and social video formats across mobile and desktop.
IPG found that just 17% of respondents agreed that pre-rolls interrupted content on desktop vs. 46% for outstream and 53% for mid-roll. The same pattern was true in mobile, with 17% of respondents agreeing that pre-rolls interrupted content compared with 60% for outstream and 72% for mid-roll.
Tuesday, March 21, 2017, 12:50 PM ET|
FreeWheel has released its 2016 year-end Video Monetization Report, revealing, among things, that ad views in live streams grew 36% in 2016, powered by marquee sports events and the U.S. presidential election that were streamed to connected devices. FreeWheel cited the Summer Olympics, Super Bowl 50, Game 7 of the World Series, and the first presidential debate in particular as major contributors.
More broadly, live video helped drive the 24th consecutive quarterly increase in both content views (up 20%) and ad views (up 17%) in Q4 ’16. For the full year 2016, content views increased 26% and ad views increased 24%.
Thursday, March 16, 2017, 11:16 AM ET|
As of year-end 2016, 22% of the 100 million U.S. homes that subscribe to broadband did not also subscribe to a pay-TV service. That’s up from 9% of the 85 million U.S. homes that subscribed to broadband but did not also subscribe to a pay-TV service in 2011. Over the course of 2016 alone, the rate of broadband homes subscribing to pay-TV declined from 82% to 78%, resulting in 22 million broadband homes without pay-TV at the end of last year, compared with 8 million in 2011.
The data comes from a new report from The Diffusion Group, “Life Without Legacy Pay-TV: A Profile of U.S. Cord Cutters and Cord Nevers” that has just been published.
Companies: The Diffusion Group
Tuesday, March 14, 2017, 11:31 AM ET|
Mobile accounted for 54% of video views globally in Q4 ’16, up from 46% in Q4 ’15, according to Ooyala’s latest Global Video Index, which tracks hundreds of millions viewers from its 500+ customers around the world. Underscoring mobile’s fast adoption, mobile views were 17% as recently as 2013; Ooyala projects mobile in Q1 ’17 will hit nearly 60% of views, a nearly 4x increase.
As always, smartphones accounted for the lion’s share of overall mobile viewing and in Q4 ’16, they also accounted for virtually all of mobile’s growth. In Q4, smartphones racked up 47% of views, with the remainder on tablets. While smartphones’ share grew by 8 percentage points just in 2016, tablets lost almost a percentage point.
Categories: Mobile Video
Video Research Around the Web
- TV Screen Dominates Adult Viewing in Q4, Nielsen says Multichannel News
- Netflix Data Reveals Viewers’ Distinct Genre Preferences at Different Times of Day Variety
- Broadcast TV Maintains Media Dominance mediap
- Analyst: Amazon Besting Netflix in Original Movie Buzz, Revenue Home Media
- Study Illustrates Quickened Pace of Cord-Cutting Multichannel News
- Most Americans can get internet on their TV - but they’re still mostly watching plain old TV Recode
- Study Finds Social Platforms Preferred As Video Ad Partners Mediapost
- On YouTube, NBC Rules, New Zefr Study Says Mediapost