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BizReport : Advertising archives : June 23, 2016

Studies: Video views increasing

Two new reports on the video front may have more brands considering either video advertising or branded content.

by Kristina Knight

First, Animoto has released the 2016 Social Video Forecast, which indicates that almost two-thirds (66%) of brands and marketers plan to use video as part of their campaign strategy over the next year.

"Social video has become a must-have for businesses of all sizes," said Brad Jefferson, CEO of Animoto. "While professional marketers are leading the charge in terms of where and how much to invest, small business owners are not far behind. That is a testament to the growing ease and affordability of video distribution on social media platforms, as well as consumers' inclination towards video content."

Some interesting takeaways from the report include:

• 60% of marketers, 55% of SMB owners believe video is now 'must have'
• 76% who have used video say it 'had direct impact' on revenue
• Facebook is the most-used video platform for SMB owners and marketers
• 66% of those who will incorporate video say they'll promote video via Facebook 'more than' other channels

Meanwhile, Ooyala's new Global Video Index indicates that investing in anti-ad-blockers may be beneficial for video advertisers. Their data shows that customers saw view increases of up to 23% when using anit-ad-blockers. In one specific case, a premium publisher with 43 million ad impressions/week saw revenue increases of up to $247,000/week; 23% of views for that publisher are delivered by anti-ad-blockers.

Some interesting findings from Ooyala's index include:

• Slow join times and buffering on VOD lead to 40% of drop-offs
• Ad blockers could cost publishers/broadcasters $27b in potential revenue by 2021
• Ad-sponsored VOD delivers 92% of long-form content minutes
• Ad-sponsored VOD delivers more than 40% of tablet minutes for both long and short-form content

Tags: Animoto, Ooyala, video advertising, video content, video trends

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