infographic: the digital video opportunity for publishers
TRANSCRIPT
DIGITAL VIDEO ADVERTISINGFOR PUBLISHERS
Video remains the gold standard for advertisers and consumers alike and demand, on all screens, is multiplying quickly. For publishers, this presents exciting opportunities to take full advantage of the video boom.
When asked to name the biggest trend in digital, publishers responded with one word: video.
Digital’s share of total media time in the U.S.(5 hrs. 38 mins) 1
Consumers spend 1 hour and 8 minutes a day watching digital video 2
66% of all companies report the ability to reach quality audiences as the primary value of digital advertising campaigns 3
DIGITAL HAS CONSUMER ATTENTIONVIDEO IS THE PREFERRED MEDIUM
47%
VIDEO IS DIGITAL'S FASTEST GROWING AD FORMAT
47%Mobile Video is ProliferatingVideo's rise to dominance is being driven by mobile.
Digital video ad spend will grow by 47% year-over-year on mobile devices as marketing dollars follow consumers to the small screen. 5
DIGITAL VIDEO EXTENDS REACH AND COMPLEMENTS TV
TV + ONLINE WORKS BETTER
Brand Lift for Recall and Likability TV Only vs. TV & Online Video 7
TV + Premium Online VideoTV Only
TV ads are more e�ective when partnered with online video
CROSS-PLATFORM SPENDING SEEING CONTINUED GROWTH IN 2016
TELEVISION TRIGGERS ONLINE RESEARCH
Prior to Purchasing a Service Advertised in a TV Commercial, Internet Users... 8
MOBILE
82%of advertisers plan to increase cross-platform spending (TV + Online Video) due to increased ROI 9
62%research digitally
62% research digitally
4% buy immediately
17% research in-store
12% look at reviews from other buyers
4% get opinions from friends/family
PUBLISHERS EXTEND REACH OF TV CAMPAIGNS ONLINECREATE NEW VIDEO INVENTORY SOURCES TO MEET DEMAND
Consumers spend 25% of their time on smartphones, yet the channel grabs just 12% of ad budgets. 12
PROGRAMMATIC:More than half of all digital video ad spending in the US will be programmatic.
AUDIENCE EXTENSION:In the past year, 61% of publishers have sold video ads as a part of their audience extension packages.11
of advertisers plan to spend more on mobile video advertising in 2016 13
SOCIAL
OUTSTREAM ADOPTION GROWS
27% of advertisers and agencies currently buy outstream video ads, with another 18% planning on buying next year. 16
27% + 18%of advertisers and agencies
see adoption of outstream video ads increasing
next year 17
72%
1. comScore, August 2015.2. eMarketer, April 2016.3. Forbes Insights, May 2015.4, 5. eMarketer, February 2016
7. Nielsen, 2014. 8. eMarketer July 2015. 9. IAB Video Ad Study 201610. eMarketer April 2016
11. Mixpo, July 201612. 5 Internet Trends, June 2016.13. IAB Video Ad Study 2016.14–17. Mixpo, July 2016.
31%
50%
have run video ad campaigns on
Facebook 15
50%Facebook video ads are the top Facebook product used by publishers. 14
Digital video advertising will drive nearly $10 billion in ad spend this year. This is a remarkable 28% increase over 2015, making video digital's fastest-growing ad format. 4
NEARLY $10 BILLION
When asked to rank ad formats on perceived ROI, publishers consistently gave video the highest marks 6
Increase in TV AdMessage Recall
+ 53%
0%
10%
20%
30%
40%
50%
60%
TV AdLikability
TV AdMessage Recall
TV AdBrand Recall
TV AdGeneral Recall
Increase inBrand Recall
+ 35%
In 2016 programmatic video ad spending will reach $5.51 billion, representing 56.0% of total digital video ad spending. 1056%