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BizReport : Advertising archives : March 15, 2016

Reports underscore video's importance

Video continues to be a hot ticket for brands in the online space. Two new reports underscore how consumers are engaging via video content.

by Kristina Knight

First, Tremor Video has released a new infographic, focused on programmatic video through Q4 2015. According to their findings video ad calls increased 40% with the highest increases seen in mobile (74% increase), which is pushing more brands into the mobile space.

With their focus on Q4, it is no surprise that holiday content scored high on consumers' viewing lists, but Entertainment still won the mobile viewing category while food/drink won on desktops. Other interesting findings from Tremor include:

• 91% of video advertisers are using :30 spots, many of these are repurposed from TV
• 58% are now using behavioral targeting, a 38% increase
• 44% increase in brands making viewability their brand goal
• 3 in 4 are running cross-screen campaigns

Meanwhile, new data out from Time Inc's Viant indicates falling CTRs and flat viewability rates for video ads. Their 2015 Year in Review Video Insights Report shows viewability rates holding at 46% with CTRs down to less than half a percent (0.43%). Desktops continue to serve the most video (79%), but the mobile device share is now 18%, nearly doubling 2014.

Other interesting findings from the report include:

• Completion rates increased on both mobile and desktop
• Media brands hold the highest viewability (71%) and completion (92%) rates
• Ads to connected TVs increased 6x over 2014 numbers
• While completion rates are up for both mobile and desktops, consumers are watching more via mobile device

Image via Shutterstock

Tags: online video, Tremor Video, Viant, video advertising, video trends

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