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BizReport : Research archives : July 12, 2013

Video pushing consumer interest, releases to help brands connect

New data out from Ooyala, covering the first quarter of 2013, indicates that more and more video is pushing through mobile devices. According to the Global Video Index (Q1 2013) the mobile/tablet share of video views increased by 19% through the quarter; mobile viewers spent more than half their time watching long-form video content.

by Kristina Knight

Mobile video views no account for about 10% of all online video views according to Ooyala. The data also shows 25% of tablet viewing time included content pieces over 60 minutes in length.

"Cross-device measurement is critical for content owners and broadcasters as they move their premium content online" said Sudhir Kaushik, director of products, insights and optimization at Ooyala. "Our ability to collect content and advertising data from each viewer on any device at any time and then process that information into insights in real-time is what differentiates us. With these insights, media companies can take specific actions to determine the appropriate device and ad strategy that result in the best possible experience for its viewers."

Two new releases into the space are set up to help brands better engage viewers across screens.

First, from NDN, the Studio platform which allows viewers watch and share video content across devices while still offering a consistent experience. The platform adapts to the screen size and is SEO optimized; for advertisers the platform uses pre-roll video ads as well as display ads to engage users.

And from YuMe the Household Technology, which delivers completely in-stream and interactive video ads across screens within a household.

"Multi-device targeting creates a higher chance of getting your brand message in front of the right audience through reinforcement and the proven power of online video," said Ed Haslam, SVP of Marketing at YuMe. "With this level of targeting in the household, brand marketers can now reach people who live together for purchase influence. YuMe is leading the shift to offer this level of interactive video technology cross-screen to a highly brand-receptive audience."

Video can be formatted according to screen size; advertisers can connect with interactive ads according to the connected device being used in the household.

Image via Shutterstock

Tags: mobile video trends, NDN, online video, Ooyala, video trends, video viewing, YuMe

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