Pre-roll Ads Most Tolerable Video Ad Format [Report]

Yahoo! surveyed 1,775 consumers in the 16-44 age range who are regular online video viewers, several time a week at the least. Some of the results seem counter-intuitive to what many other reports have found. I guess it depends on who you survey, what platform you survey form and when you survey.

Paying for video seems to be not all that popular with the Yahoo! survey respondents. Just 35% said they would make micro payments for video while just 25% would pay monthly subscription fees for video. But the question is, are they talking about things like news video clips you find on Yahoo!? I mean, presumably, the audience they surveyed was theirs and not say, Netflix users.

Now, 35% of the U.S. online video viewing population is about 66 million people so that’s not all that bad. 25% is 47.25 million and that would be a fairly large SVOD subscriber base.

The research also showed that the video viewers are pretty ad savvy. Over half (57%) expect online advertising to be “more interactive.” More interactive than what immediately sprang to my mind. Than TV or print? Surely. Than other forms of digital advertising? Well, who knows, because I can’t find the exact wording of the question.

Privacy seems to be less of an issue to these surveyed consumers;

Screen Shot 2014-01-30 at 13.09.07

 

 

Nearly half of the respondents expect online advertising to be relevant to them and 55% expect to have some choice in the ads that are shown to them. So overall, about half of the respondents are ad savvy where they have some passing familiarity with interactivity, engagement, ad relevance and targeting and ad choice, presumably in pre-roll ads.

The quality expectation for online video content has come close to that from TV.

Screen Shot 2014-01-30 at 13.08.14

This question seems a bit leading to me. Were they asking about appealing or disruptive or a combination of both? Take a look at this slide from a Yahoo! presentation of the results (the typo is theirs I assure you). It’s entirely possible that the “How acceptabile [sic] are each of these ads ?” was the exact question I suppose.

yahoo video ad format acceptance

Here’s that part where I said tolerable because just 22% said that pre-rolls are more acceptable, apparently in regards to the others. Second was interactive ads which had an 18% approval rating, even though in the same slide show 57% said they expect the ads to be more interactive. Sponsorships also got 18% of the vote. Tied at 15% were banner and wrapped banners and mid-rolls were least acceptable in the reported results.

For video player ads there’s a 10% difference in acceptance of mid-roll and pre-roll. I hate pre-rolls personally, especially when the ad is paired with a piece of content that is less than 200% of the ad length. In terms of relevant targeting, 42% said they would be happy to share shopping information to get more relevant ads, another 42% said they might consider it and 16% said No .

Finally a few key take aways for advertisers;

  • Take into account daypart, device type, and demeanor

  • •Don’t get in the way of what the user wants to do

  • •Use data wisely and respectfully when targeting

  • •Contribute to the value exchange and reciprocity

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Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

As part of YuMe’s research, Insights from Multi-Screen Research Millennials: Distinct in Video Consumption, in partnership with IPG Media Lab, they looked at video advertising, its effects on Millennials and topics like distraction due to multi-tasking, time-shifted TV content and other factors. Below we focus on a few founding’s;

Video Consumption And App Usage

The other way to watch video which is covered in the research is streaming it from a webpage. With technologies like VAST and HTML5 video advertising can now be delivered to the majority of mobile devices. Depending on the operating system, some viewers may be able to multi-task while the ad plays, which offers a lower percentage chance that the viewer will see the ad. As far as I can see, the video app is the way to go whenever feasible. Also, it’s the most commonly used way to watch videos by Millennials and Generation X on smartphones and by them and Baby Boomers on tablets.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Multi-Tasking Impacts Video Advertising Effectiveness

This becomes even more important when you take into account the fact that a large majority of all three generations multi-task when watching a video. The difference is the fact that the Millennials do it with other connected devices. Even 80% of Baby Boomers said they multi-task while watching video. I too am guilty of that, in fact I’ve been on my laptop and iPad at the same time as watching something on the DVR. Hey, I have a lot of things to get done some days!

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

A full 13% more of them multi-task on various connected devices than Generation X, 23% more than Baby Boomers. Then again, I think the Boomers weren’t brought up that way while the Gen X’ers at least had home computers and game consoles which might account for some of the multi-task mentality.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

As for the Millennials, they were all practically born with a phone in their hands and many have better smartphones than I do. But the real information in all this comes when you take into account what that multi-tasking does in regards to video advertising.

As YuMe’s research found out, it lowers ad recall. Now it’s not all that severe in that it only lowered it 2-9% via smartphones, tablet apps and tablet browsers. Then again, Millennials weren’t all that great at unaided ad recall from TV or the PC anyway compared to Gen X’ers, so it is in line with expectations on the other platforms. As the chart below shows, smartphone video ads had the highest unaided ad recall. Does that translate into effectiveness? I suppose so, if you’re just going for recall and that can then translate into brand awareness overall later.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Video Ad Impact on Millennials

Now, here’s a prime piece of information from the research. If you want Millennials to think that your brand is in fact “modern” then you should be targeting them with video advertising on smartphones. That combination showed the highest agreement in believing that the ad shown was from a “modern brand.” Of course, it was still only 6.7%, tablet browser video ads came in at 5.3% and everything else was under 4%. I suppose that’s technically almost 100% more effective than video advertising on TV or PC.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Interestingly, video ads on smartphones also scored highly with Millennials and Gen X’ers on the belief that it was from a “brand on its way up.” But only 1.1% of Gen X thought it was a modern brand. Gen X had a negative response in regards to whether the brand was quality, premium or a brand they respected. Almost as if, your video ad incited vitriol in their brain and they suddenly didn’t like the brand at all. How positively fascinating! I wonder if that is due to many Gen X’ers remembering the days before massive online video ad loads and yearn for those nearly ad-free days again, whereas the Millennials have pretty much grown up with more and more video advertising online. There’s something here I think that could be more specifically delved into and might offer some extremely interesting research that could translate into how to better target Gen X with video advertising (I suspect the answer will be “with much, much less of it”). It could also be the fact that Gen X simply things video ads are blasé

.Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Meanwhile, the Millennials still had positive reactions to those questions, however, the “brand I respect” was quite low, at just 1.7%, whether it was a quality brand did quite well, relatively speaking, with 3.7%.

Smartphone Video Ads Over 100% More Effective with Millennials Than TV [Report]

Millennials are Dropping Old School Video Platform

Television is old school to the Millennials, who have had the highest drop off rate for TV usage over the past three years according to the study.  Of any demographic, Millennial women are dropping the most TV usage, 10% less since 2010, topping even Millennial males who dropped TV usage 7% since 2010. In this graph you can see they are pointing to the 18-24-year-old group (born in 1989-2000), a slightly narrower definition of Millennials.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

This means that traditional TV advertising is not reaching them like it used to and this trend will probably continue in a downward way making it less and less effective for this major demographic. They are watching some time-shifted television shows, as you can see below, via a DVR and most likely online as well.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

The Millennials use their smartphone and tablets more than any other demographic on the chart and are practically the anti-thesis of the 65+ group who uses TV the most and mobile devices the least. A more interesting trend might be the total lack of DVR usage by the younger 18-24-year-old demographic. Growing up in the full on video streaming age seems to have made them TV and DVR averse. Important information if you’re looking to target them now, or in the near future.

Video Content Viewing by Type

It is also interesting to note that the Millennials also said they watch a lot of TV shows, and user-generated content. That might help explain the fact that Netflix and YouTube account for 50% of all peak period Internet traffic in North America. What they don’t watch, is news, with only 13% saying they watch it. Speaks volumes to the future of the country.

The content they do watch is, again, mostly on three screens; PC, smartphone, and tablet. 49% reported watching ‘web videos’ on smartphones, 44% said PC and 44% said tablet, when given the option of picking two options (presumably TV and DVR were in there as well).

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

Where Millennials Watch Video

Where they watch the content is also interesting. The three major demographics, Millenials, Gen X, and Baby Boomers, all ranked in the high 90’s percentage-wise in terms of watching at home. However, over 50% of Millenials said they are likely to watch content “at a friend’s or significant other’s home” a full 20-30% more than the others. While commuting 32% of Millenials said they watch content (5-10% more than the others) showing they they are either, hopefully, car pooling, or using public transportation.

Good news for retailers though, 13% reported they are likely to watch video, “in a store,” which could prove useful for the upcoming holiday shopping season. Compare that to 8% of Gen X’ers and 3% of Boomers. Clearly, that in store video marketing, or online product video marketing, is going to be seen by the Millenials.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

Where to Watch Video on Smartphones and Tablets

YuMe also reported on smartphone and tablet usage in each of those locations as well. At home ranked in the 98-100% range with Millennials, at a friend’s pulled 58% and 49% respectively. Smartphones are on the rise everywhere though which might be indicative of bigger screens, better resolutions and faster mobile data networks. In the retail space, 19% said they’d use their phone and 6% said they’d use a tablet. However, when they leave the store and go eat or drink at a bar or restaurant those numbers skew higher with 26% saying they would use a smartphone and 14% a tablet.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

So perhaps some cross-promotional streaming video targeting is in order between retailers and restaurants, especially to those trying to target the Millennials.

To App, Stream or Download?

This is the last section of the YuMe report that I’m going to look at in this article so I can devote an entire article to the video advertising aspect of it. There’s nothing groundbreaking here in terms of results in that the highest percentage of each demographic said they use an app to get their video content. That’s closely followed by streaming it straight from the web. Downloading to a device ranked last with under half of all demographics saying they do that.

The key information here is that if you’ve got video on the web and you want to target the Millennials, you need to make sure you’ve got an app for that, or that it can stream to all the mobile platforms, both tablet and smartphone. Android, iOS and Windows phones and tablets are probably going to nail the majority of them. I don’t see too many using a Blackberry device or anything too outside the major operating systems.

Millennials Watch Less TV, Use Smartphones and Tablets for Video Viewing [Report]

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Chinese Audience is the number 2 Consumer of videos [report]

China Has the Largest Home & Work Internet Population in the World as 347 Million Users Represent 54 Percent of All Internet Users in Asia Pacific according to new report.

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The 2013 China–Taiwan–Hong Kong  Digital Future in Focus report, providing an overview of key digital media usage trends in the region. The report includes detailed data and analysis on the prevailing activity in the social media, online video, search, and e-commerce markets. Also included is analysis of online market trends in Online Retail & Travel, Real Estate, News & Information, Career Services & Development, Automotive, and Beauty, Fashion & Style.

Key insights from the 2013 China–Taiwan–Hong Kong Digital Future in Focus report (#FutureinFocus) include:

  • China Has the Largest Home & Work Internet Population in the World as 347 Million Users Represent 54 Percent of All Internet Users in Asia Pacific
  • Young males between the ages of 15-24 are the heaviest internet users in Hong Kong, spending more than twice the amount of time online as compared to their mainland Chinese counterparts.
  • The online audience in mainland China skews younger than the global average, whilst Hong Kong’s online audience is more mature with 40 percent of internet users age 45 and older.
  • 87 percent of China’s web population views an average of 30 billion online videos each month, though Hong Kong has a higher videos per viewer ratio.
  • Chinese users spend nearly 2.5 hours on retail sites every month, the highest in the region and 187 percent higher than the global average

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At ReeldealHD stock video we create new content based on the latest trends for emerging markets. Our latest production covers Pharmaceutical/Logistics and Science; We are also covering Business (East meets West) beauty and a modern couple in an asperational apartment and as tourist in London.

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33% of tablet owners watch 1 Hour Of Video Content Per Day

In just a few short years the tablet has become a hugely popular second screen of choice for 33% of American adults, and while it may not be an essential item, its affordability means that it is within reach of an increasing number of users. New research from YuMe shows how we use our tablets and it’s no surprise to see that a third of of us devote an hour a day to them, with the minimum of distraction. As for video consumption, 100% of those tablet users surveyed confirmed that they watch videos at home, 66% watch videos on holiday, 22% watch videos while commuting or at work and 13% will watch video content while out drinking or dining.

33% of tablet owning adults will watch video for up to 1 hour a day on weekdays while 24% will watch up to two hours of content on the weekends. 8% of adults will watch around 4 hours of video content at the weekends, presumably due to less distractions.

Tablet use also lead to better recall of video ads, according to the report, with 57% of those asked able to recall a video ad without prompting. That compares favourably against the smartphone (49%) and the TV (45%). Advertisers that created mobile specific ad content were also perceived as being ‘cooler’.

tablet-viewing-tablets-2013-606x2084

Over the past four years, the percent of American adult internet users who upload or post videos online has doubled from 14% in 2009 to 31% today. That includes 18% of adult internet users who post videos they have created or recorded themselves—many of whom hope their creations go viral. The share of online adults who watch or download videos has also grown from 69% of internet users in 2009 to 78% today, and mobile phones have become a key part of the video viewing and creating experience.

The increasing popularity of social networking sites and the proliferation of cell phones have helped spur the growing online video culture
The growing popularity of posting and watching online videos is a natural byproduct of the increasing percent of adults who use social network sites such as Facebook, as well as the proliferation of cell phones which make it relatively easy to watch, record, and post videos online. Fully 72% of online adults now use social networking sites, which provide a venue for video sharing and watching. The current survey shows that:

  • 71% of adults who post videos online do so on social networking sites.
  • 58% of adults who watch online videos do so on social networking sites.

Similarly, as the percent of American adults who own a cell phone has reached 91%4 , it is not  uncommon for adults to use these devices to participate in the online video culture. Among adult cell phone owners:

  • 41% use their phones to watch video.
  •  40% use their phones to record video.
  • 20% use their phones to post videos online.

More recently, apps have emerged which bring the convenience of cell phones together with the
popularity of online video. In the current survey:

  • 23% of adults who post videos online do so using a mobile app such as Vine.
  • 17% of adults who watch videos online do so using a mobile app

Online Video Uploads Double In Past Four Years [Report]

The number of adult Americans who watch online video has risen to 78% while those who upload video to the internet has doubled since 2008 from 14% to 31%. The findings, from Pew Internet, also confirm that 18% of adult internet users post videos they have created or recorded themselves and that mobile devices are playing a huge part in the increase of online video activity. It’s a pretty lengthy report but Pew have summed it up in this short video:

Online Video In The U.S: Main Findings From The Pew Report

  • The percentage of online adults in the U.S. who use video sharing sites like Vimeo or YouTube has grown from 33% to the current figure of 72% since 2006.
  • 27% of adult Internet users have uploaded a video to the Internet for others to watch or download while 18% have posted videos that they have taken or created themselves.
  • 41% of 18-29 year-old internet users and 36% of 30-49 year-old internet users post or share videos online.
  • 36% of adults have downloaded a video to a mobile device or desktop to watch later.
  • 56% of adults watch informational or ‘how to’ videos.
  • 35% of adults who post videos online (11% of all adult internet users) hope to see their video go viral

What Americans Watch And How They Watch It

78% of adults with internet connections watch or download video, that up from 69% four years ago, according to the Pew survey. An average of 72% of adults regularly watch video via sites like YouTube although this number is considerably higher amongst 18 to 29 year olds. 45% of users aged between 30 and 49 download videos to watch later on their desktops or mobile devices.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

As with the previous 2009 report, Pew found that comedy and educational videos were the most highly watched types of content with 57% of all online adults saying they watch comedy videos and 50% of online adults saying they watch educational videos. These two genres are now joined at the top of the list by how-to videos, watched by 56% of online adults, and music videos. 50% of all online adults now watch music videos compared to 32% in 2009.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

What Americans Upload And Why They Upload It

34% of Americans aged between 18 and 29 uploaded a video to the internet for others to watch, while 28% of those surveyed in the same age range uploaded a video they had created themselves.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

As the above chart shows, the younger the participant, the more likely they were to post and share videos online. 71% of video posters uploaded to social networking sites, 40% used their mobiles to record video while 23% used a mobile app to upload video to the internet.

58% of those who uploaded video content chose to post video of friends and family rather than overly scripted footage. 45% uploaded a video of their pet or another animal.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

Video Sharing Sites

The Pew survey credits sites like YouTube and Vimeo as the driving force behind the increase in uploading activity. Usage of these sites have increased from 33% to 72% since 2006.

Online Video Uploads Double In Past Four Years, 35% Hope To Go Viral [Report]

Kristen Purcell, Associate Director of Research at Pew confirmed that:

As the online video culture grows – fueled by video-sharing sites, mobile phones and online social networking – posting videos online is becoming a mainstream online behavior

Pew’s findings are from a survey of 1,003 adults conducted this summer. You Can download the report from this page.

Consumers who feel more confident in buying a product or service after watching a demonstration video [report]

A new study from video distribution service Invodo and Ecommerce consultants e-tailing confirms that there is an increase in the amount of consumers who feel more confident in buying a product or service after watching a demonstration video before they purchase. The report, How Consumers Shop with Video surveyed over 1,000 consumers in Q4 2012 to ascertain how their online shopping habits and intentions were influenced by the use of retail video. It’s a relatively small sample size but it give us some interesting insights into the role of video in the purchase cycle.

35% of those who responded to the survey questions confirmed that they watch product videos “most of the time” ( a very encouraging 21%) or “all of the time” (14%) if they are provided by the brand or manufacturer. That’s an increase of 8% compared to their 2011 study.

videoconsumption1 606x330 57% Of Online Consumers Have Confidence In Product Videos [Report]

8% is a very healthy number but it’s worth keeping in mind that a year is long, long time for the internet and users are not only more savvy when it comes to product research but they also have much more access to watch video away from their desktop PCs. Given these factors, an increase in video consumption would seem almost inevitable.

26% of participants confirmed that they watched more video via a smartphone than they did on a PC, with 57% admitting they actually used their mobile device while shopping to gather more information about a product they were interested in buying. I found it interesting, if a little unbelievable, that 55% of those asked said they scanned a QR code while in-store to watch any video that may be available. 55%? Really? 55%?

videomobile 606x353 57% Of Online Consumers Have Confidence In Product Videos [Report]

Video Engagement In The Purchase Cycle

We know that informational videos do extremely well, both in Universal Search results and in terms of user engagement.  The report would suggest that this kind of content certainly does appeal to the consumer who wants to take their time and do the research before committing to a larger purchase. Retailers need to take advantage of this by not only producing informative videos in the first place, but producing as many as needed to satisfy the customers thirst for knowledge.

videoinfo 606x334 57% Of Online Consumers Have Confidence In Product Videos [Report]

In terms of using a video to aid the purchase decision, 40% of those who took part in the survey stated that a product video influenced their decision to buy with 50% acknowledging that they feel more inclined to engage with a retailer who makes video content about their goods available.

product videos 606x318 57% Of Online Consumers Have Confidence In Product Videos [Report]

You can download the whitepaper here.

 

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Video ads are soaring — but only 5% are on mobile [report]

Online video ads are growing at a rapid rate but almost all of them are appearing on the desktop. Here’s some stats that also include a look at video ads on mobile and connected TV.

New ad industry figures claim the number of online video ads shown in the last quarter of 2012 grew an eye-popping 52 percent compared to the previous three months. This stat shows that TV dollars may be shifting to the web in force; this could also come as good news for publishers who are counting on high-value video ads to prop up their bottom line.

The figure was supplied by Videology, a provider of ad tools to agencies and marketers, the graphic below shows a snapshot of the industry. Highlights include a growing range of sectors that are buying video ads and increased use of behavioral data to target ads.

The other significant part of the report is that the vast majority of video ads ares still served on the desktop:

Videology screenshot

– Online remains the dominant platform for video ads: 92% of impressions went to online, while year-over-year mobile was up from 4% to 5%, and connected TV was up from 1% to 3%. Actual impressions by platform grew YOY, along with the overall market.

– More industries are using more online video ads: In Q4 ’11, 6 industries delivered 91% of video ads, in Q4 ’12 the number dropped to 72% as industries like electronics and restaurants accounted for greater levels.

– Video completion rates for viewers age 18-24 continue to be the strongest, while 65+ unexpectedly is the strongest age group for click-through rates.

Videology said that the mobile’s share of overall video ads  grew one percent in the previous quarter and that the overall growth in video means mobile is expanding rapidly. Unlike Google, Videology continues to consider tablets like the iPad as a mobile, not desktop, device for ad purposes.

The third category — “Connected TV” — refers to pre-roll video ads served on devices like Roku, Apple TV and Xbox. The 3 percent figure is up from 1 percent the quarter before.

These numbers shouldn’t be treated as gospel, of coure, as Videology has a stake in the video ad industry. But the company’s broad connections to marketers, publishers and agencies do give it a good big-picture view.

Going forward, it will be interesting to watch how quickly the above desktop-to-video ratio changes to reflect a world in which half of all internet viewing is expected to take place on mobile devices. At the same time, publishers will be watching closely to see if video ads can hold their high value as more inventory comes on the market.

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