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  • Research: 46% of People Who Watched a Branded Video on Social Media Then Made a Purchase

    Here’s an eye-opening data point: according to new research from Brightcove, 46% of respondents said they made a purchase as a result of watching a branded video on social media (with 53% of U.S. respondents doing so). And another 32% of respondents said they considered doing so. The data shows the increasing importance of social media as an influential platform for marketers and the power of branded videos - as opposed to conventional 15 or 30-second ads - as a key purchase motivator.

    With marketers increasingly concerned about ROI on their spending and consequently shifting dollars into digital media, the research only magnifies the challenge TV networks face in retaining advertisers’ allegiance.

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  • FreeWheel VMR: Desktop Declines to 34% of Ad Views as Entertainment Focus Grows

    FreeWheel has released its Q2 2016 Video Monetization Report, once again sharing valuable insights on premium video viewing and monetization. Continuing its precipitous drop from prior quarters, desktop’s share of video ad viewing declined to 34%, its lowest level yet in the U.S. That was down from over 62% one year ago, in Q2 ’15 and 90% just 3 years ago, in Q2 ’13.

    While desktop’s number of ad views has stayed steady, the rapid growth of mobile and connected devices has exploded, up 60% in each of the past 2 quarters alone. In Europe, desktop viewing is stronger than in the U.S., with a 43% share, though that’s down from 66% a year ago.

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  • Ooyala: Mobile Now Accounts for Over Half of Video Views, Up 10x in 4 Years

    According to Ooyala’s newly released Q2 ’16 Global Video Index, mobile viewing now accounts for 50.6% of all video views, up a whopping 10x from the 5% viewing share on mobile in Q2 ’12. Ooyala has been tracking mobile viewing for years and this is the first time it has crossed the 50% mark. One year ago, in Q2 ’15, mobile was at 44% viewing share and two years ago, in Q2 ’14, it was just over 25%.

    Ooyala attributed the strong growth to the popularity of smartphones and robust WiFi, especially globally. 64% of American adults now own a smartphone and 90% of millennials reported they’re almost never without them. 75% of viewers age 18-29 watch video on their smartphone.

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  • New Research Highlights Major Challenges Skinny Bundles Face

    New research from consulting firm Altman Vilandrie & Company highlights the major challenges that current and pending “skinny bundles” face. Skinny bundles - which are scaled down, customized and less expensive groups of TV networks - have become a hot industry topic, and are perceived as valuable in pulling cord-cutters and cord-nevers back into the pay-TV ecosystem.

    But AV&Co.’s 7th annual consumer video survey, which is the most extensive research that I’ve seen yet into the prospects for skinny bundles, paints a picture of how narrow the opportunity may in fact be. VideoNuze readers know that I’ve been very skeptical of skinny bundles, whether from Sling TV, PlayStation Vue or soon Hulu and DirecTV Now. The AV&Co. research largely confirms my concerns (see here and here).

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  • Research: "Orange is the New Black" Is Netflix's Most Popular Original in 15 of 16 Markets

    7Park Data has released an analysis of OTT viewership, finding among other things, that “Orange is the New Black” was Netflix’s most popular show in June in 15 of the 16 countries analyzed (in Ecuador OITNB was fourth, with “Full House” in the top spot). OITNB had its season 4 premier on June 16th, driving a 544% viewership increase from May to June.

    Although Netflix released 12 of its originals’ season premieres in June, OITNB was the only one among the top 20 most-viewed. Following OITNB globally was “How I Met Your Mother,” “Pretty Little Liars,” “Supernatural” and “Family Guy.” In the U.S., specifically, OITNB was followed by “Family Guy,” “The Office,” “American Dad!” and “Friends.”

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  • Research: YouTube and Facebook Are In A Dead Heat For Advertisers' Interest

    Facebook’s push into video appears to be paying off as a new survey of 300 advertisers and agencies released by Trusted Media Brands this morning shows that social platforms and video platforms are virtually tied as the most important partners for video ad campaigns. Overall, YouTube and other video platforms are viewed as most important by 59% of respondents, with Facebook and other social platforms viewed as most important by 56%.

    However, among advertisers, 65% favored social, with 55% favoring video platforms. The numbers were reversed for agencies, where 62% favored video platforms and 51% favored social platforms. It’s also worth noting that distinctions can be murky as YouTube itself could be considered a social platform given the level of sharing, commenting and following that occurs there.

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  • Videology Sees 74% Quarter-Over-Quarter Spending Increase on Data-Infused Linear TV Ads

    Videology released its U.S. Video Market At-A-Glance report for Q2 ’16, revealing, among other things, that ad spending by clients on data-infused linear TV campaigns grew by 74% from Q1 ’16 to Q2 ’16. That compared with a 50% increase Videology experienced from Q4 ’15 to Q1 ’16.  Videology noted that traditional TV ad buying continues going strong, but that the quarterly acceleration is evidence of the market becoming more sophisticated about pursuing specific audiences.

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  • Research: Over 50% of Publishers Have Run Video Campaigns on Facebook vs. 31% on YouTube

    Facebook is pouring lots of resources into video and according to a new report published by ad tech provider Mixpo this morning, the strategy appears to be bearing fruit. In its “State of Digital Advertising for Publishers” report, based on a survey and interviews with 263 digital publishing and advertising executives, Mixpo found that 50.2% of respondents had run video campaigns on Facebook, compared to 31.1% on YouTube. Twitter followed with 17%, then Instagram with 13.2% and all other social platforms were in single digits.

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