Growth of Market
We have become more aware in recent times of the growing trend towards watching as much digital video as TV. A recent Millward Brown Study (“AdReaction: Video Creative in a Digital World”) has confirmed that the average consumer between the ages of 16 and 45 watches nearly 3.5 hours a day; split equally between TV and online.
Some interesting daily statistics:
• Smartphone online viewing uses 45 minutes
• 37 minutes is viewed on the desktop
• Tablet accounts for 20 minutes
YouTube statistics reinforce the message of mobile device viewing times: the average viewing session on mobile is now more than 40 minutes, that’s an increase of more than 50% year on year.
Device and Content
However, the study also identified that receptivity to video ads varies by device.
On live TV, 29% responded favourably to adverts, however this fell to 19% for online viewers
Since ads are no longer just being viewed on the TV, it is crucial that videos are consistent and transferrable across multiple platforms. If the ad is likely to be seen on a mobile device it is important to bear in mind the screen size.
The study identified the top 5 reasons why viewers do not skip online video:
2) Category of Interest
3) Brand of Interest
4) Get something in return
Forty-one percent of people responded favourably to ads tailored to their interests, while only 25 percent liked ads that tracked their browsing history.
Unlike typical banner ads, retargeting ads are served to people who have already visited your website or are a contact in your database (like a lead or customer).
Retargeting is a powerful branding and conversion tool, but it works best if part of a larger digital strategy.
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