The document discusses trends in online video and TV Everywhere viewing in Q1 2015. Some key findings include:
- Mobile viewing continued to grow, accounting for 29% of online video starts. Apple devices dominated mobile viewing.
- Tablet viewing frequencies were similar to desktops, suggesting tablets are used for leisure activities like video.
- TV Everywhere viewing grew significantly year-over-year, even without major sporting events, showing sustained growth.
- Connected TV devices like Apple TV drove much of the growth in TV Everywhere, accounting for 1 in 4 authentications.
Adobe Digital Index Q1 2015 Digital Video ReportAdobe
Driven by an increase in the number of connected TV devices (Roku, Apple TV, X-Box One, and Smart TV's) given as gifts during the 2014 holiday season, the first quarter of 2015 continued the record breaking trend of viewers watching video content on devices plugged in to the
Internet. Video viewing behaviors shifted in year-over-year (YoY) terms and varied depending on the type of content being viewed; which ranged from free video clips supported primarily by advertising (Online Video) to premium shows accessed through an authenticated app-based or TV subscription service (TV Everywhere). This report covers both the established and the evolving trends within the digital video viewing space. It aims to provide insightful viewpoints for content providers, consumers, and advertisers.
Size does matter—at least when it comes to TV Everywhere (TVE) viewing, according to a new report from Adobe Digital Insights (ADI), which looked at TVE consumption trends from January 2015 to January 2017.
The explosive growth of TV connected devices is driving rapid change for the TV industry. ADI found that TV connected device (TVCD) sales are up 143% year over year (YoY). In addition, TVE time spent viewing on connected devices is up 149% YoY.
Are your videos making an impression. Are Your Video Ads
Making an Impression?
May 2015
Video Ad Viewability Insights for
Digital Marketers and Publishers
We conducted research using our Active View technology to learn about the
current state of viewable video impressions on the web.
Viewability is top of mind for many advertisers and publishers now that the
Media Rating Council has lifted the viewable transaction advisory for video.
Seeking enhanced ROI, brand advertisers hope to ensure that their video ads
are seen. Publishers are receiving more RFPs and are looking to enhance site
viewability, using viewable impressions as a currency to do so.
Here we highlight the broad findings and insights we discovered during our
analysis of the research data to help advertisers and publishers better
understand the current state of viewable video impressions.
Google conducted a study of our video advertising platforms, including
Google, DoubleClick, and YouTube, to better understand video ad viewability
on YouTube and across the web. According to the Media Rating Council and
IAB standard, a viewable video impression occurs when at least
50% of an ad’s pixels are visible on screen for at least two consecutive
seconds. For the purpose of this report, we are using this definition across
both desktop and mobile devices.
We analyzed two separate sets of data pulled using Google’s Active View
measurement technology in April 2015:
1. Video viewability across the web (desktop, mobile, and tablet), not
including YouTube. Mobile video app data is not available at this time, so
we have excluded it from this analysis.
2. Video viewability data for YouTube, including both data from across the
web (desktop, mobile, and tablet) and mobile in-app ads.
State of Video Ad Viewability
The average viewability of video ads across the web (not including YouTube) is 54%
and on YouTube is 91%.*
Why Video Ads Aren’t Seen
Of non-viewable ads, 76% were in a background tab or never on screen at all.
The remaining 24% were scrolled off-screen or abandoned in fewer than two seconds.
Player Size Matters
The most popular video ad player size across the web happens to be the least viewable. Large players on
video-focused sites, like those found on YouTube, for example, demonstrate significantly higher viewability.
Location, Location, Location
Horizontal and vertical positioning matter, and correlate to viewability.
Video ads are significantly more viewable on mobile
and tablet than on desktop. YouTube is 94% viewable on
mobile devices.
Non-viewable ads are served video ads across
desktop, mobile, and tablet that don’t meet the
viewability criteria.
Advertisers seeking viewable impressions should look at high viewability sites that engage in
best practices for video viewability.
Video viewability varies significantly by ad size. In general, advertisers should consider investing
their spend in inventory comprised of larger vide
Digital advertising costs continue to rise, according to a new study by Adobe Digital Insights. In several countries, consumers spend less time on websites, making first seconds of engagement crucial for advertising effectiveness.
Adobe Digital Index Q1 2015 Digital Video ReportAdobe
Driven by an increase in the number of connected TV devices (Roku, Apple TV, X-Box One, and Smart TV's) given as gifts during the 2014 holiday season, the first quarter of 2015 continued the record breaking trend of viewers watching video content on devices plugged in to the
Internet. Video viewing behaviors shifted in year-over-year (YoY) terms and varied depending on the type of content being viewed; which ranged from free video clips supported primarily by advertising (Online Video) to premium shows accessed through an authenticated app-based or TV subscription service (TV Everywhere). This report covers both the established and the evolving trends within the digital video viewing space. It aims to provide insightful viewpoints for content providers, consumers, and advertisers.
Size does matter—at least when it comes to TV Everywhere (TVE) viewing, according to a new report from Adobe Digital Insights (ADI), which looked at TVE consumption trends from January 2015 to January 2017.
The explosive growth of TV connected devices is driving rapid change for the TV industry. ADI found that TV connected device (TVCD) sales are up 143% year over year (YoY). In addition, TVE time spent viewing on connected devices is up 149% YoY.
Are your videos making an impression. Are Your Video Ads
Making an Impression?
May 2015
Video Ad Viewability Insights for
Digital Marketers and Publishers
We conducted research using our Active View technology to learn about the
current state of viewable video impressions on the web.
Viewability is top of mind for many advertisers and publishers now that the
Media Rating Council has lifted the viewable transaction advisory for video.
Seeking enhanced ROI, brand advertisers hope to ensure that their video ads
are seen. Publishers are receiving more RFPs and are looking to enhance site
viewability, using viewable impressions as a currency to do so.
Here we highlight the broad findings and insights we discovered during our
analysis of the research data to help advertisers and publishers better
understand the current state of viewable video impressions.
Google conducted a study of our video advertising platforms, including
Google, DoubleClick, and YouTube, to better understand video ad viewability
on YouTube and across the web. According to the Media Rating Council and
IAB standard, a viewable video impression occurs when at least
50% of an ad’s pixels are visible on screen for at least two consecutive
seconds. For the purpose of this report, we are using this definition across
both desktop and mobile devices.
We analyzed two separate sets of data pulled using Google’s Active View
measurement technology in April 2015:
1. Video viewability across the web (desktop, mobile, and tablet), not
including YouTube. Mobile video app data is not available at this time, so
we have excluded it from this analysis.
2. Video viewability data for YouTube, including both data from across the
web (desktop, mobile, and tablet) and mobile in-app ads.
State of Video Ad Viewability
The average viewability of video ads across the web (not including YouTube) is 54%
and on YouTube is 91%.*
Why Video Ads Aren’t Seen
Of non-viewable ads, 76% were in a background tab or never on screen at all.
The remaining 24% were scrolled off-screen or abandoned in fewer than two seconds.
Player Size Matters
The most popular video ad player size across the web happens to be the least viewable. Large players on
video-focused sites, like those found on YouTube, for example, demonstrate significantly higher viewability.
Location, Location, Location
Horizontal and vertical positioning matter, and correlate to viewability.
Video ads are significantly more viewable on mobile
and tablet than on desktop. YouTube is 94% viewable on
mobile devices.
Non-viewable ads are served video ads across
desktop, mobile, and tablet that don’t meet the
viewability criteria.
Advertisers seeking viewable impressions should look at high viewability sites that engage in
best practices for video viewability.
Video viewability varies significantly by ad size. In general, advertisers should consider investing
their spend in inventory comprised of larger vide
Digital advertising costs continue to rise, according to a new study by Adobe Digital Insights. In several countries, consumers spend less time on websites, making first seconds of engagement crucial for advertising effectiveness.
Digital video and tv advertising viewing budget share shift and effectivenessIAB Canada
IAB US in association with Microsoft, Yahoo and Nielsen have released this study that explores the digital video and TV landscape in the U.S.
The study includes great insights into how these two media work together as well as how shifts in spend can affect campaign CPMs and reach.
Taking AIM: Top 10 App Install Marketing Trends | Paul WestJessica Tams
Delivered at Casual Connect Europe 2016
With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Learn what’s working for the top 100 apps — and what isn’t — during this session revealing the results from the latest App Install Survey.
ValueClick Media's Director of Video Strategy, Dan Alexander, offers four tips for cross-platform marketers to maximize their digital video ROI. Before digital video, TV was one of the few visual mediums where advertisers knew that when they bought air time, they were getting a specific audience, at a precise time, for a determined spend. While navigating the current video landscape can be unnerving for both traditional and digital marketers – often unsure of what they are getting in return for their time and spend – digital video is where top brands are progressively allocating their advertising budgets.
Now is the time to grow your video comfort zone to meet increasing demand. Learn the 4 essential questions to ask your video ad provider.
Digital Content NewFronts: Video Ad Spend Study 2014Ho Nguyen
The survey of 297 buy-side executives conducted by the research firm Advertiser Perceptions uncovered a prevailing optimism around digital video, with nearly two-thirds of advertisers (65%) anticipating that they will spend more on digital video advertising in the next year than they did in 2013. This comes in contrast to TV advertising, with two-thirds of respondents saying that they will help pay for their digital video increases by shifting funds from television. Additionally, almost half (48%) of respondents think the increase in their digital video spend will be backed in part by an overall expansion in ad budgets.
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
eMarketer Webinar: Trends in Video Advertising and MeasurementeMarketer
Join David Hallerman as he provide's an overview of the latest data on digital video ad metrics, video ad types, ad spending forecasts and the video audience.
Digital video and tv advertising viewing budget share shift and effectivenessIAB Canada
IAB US in association with Microsoft, Yahoo and Nielsen have released this study that explores the digital video and TV landscape in the U.S.
The study includes great insights into how these two media work together as well as how shifts in spend can affect campaign CPMs and reach.
Taking AIM: Top 10 App Install Marketing Trends | Paul WestJessica Tams
Delivered at Casual Connect Europe 2016
With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Learn what’s working for the top 100 apps — and what isn’t — during this session revealing the results from the latest App Install Survey.
ValueClick Media's Director of Video Strategy, Dan Alexander, offers four tips for cross-platform marketers to maximize their digital video ROI. Before digital video, TV was one of the few visual mediums where advertisers knew that when they bought air time, they were getting a specific audience, at a precise time, for a determined spend. While navigating the current video landscape can be unnerving for both traditional and digital marketers – often unsure of what they are getting in return for their time and spend – digital video is where top brands are progressively allocating their advertising budgets.
Now is the time to grow your video comfort zone to meet increasing demand. Learn the 4 essential questions to ask your video ad provider.
Digital Content NewFronts: Video Ad Spend Study 2014Ho Nguyen
The survey of 297 buy-side executives conducted by the research firm Advertiser Perceptions uncovered a prevailing optimism around digital video, with nearly two-thirds of advertisers (65%) anticipating that they will spend more on digital video advertising in the next year than they did in 2013. This comes in contrast to TV advertising, with two-thirds of respondents saying that they will help pay for their digital video increases by shifting funds from television. Additionally, almost half (48%) of respondents think the increase in their digital video spend will be backed in part by an overall expansion in ad budgets.
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
eMarketer Webinar: Trends in Video Advertising and MeasurementeMarketer
Join David Hallerman as he provide's an overview of the latest data on digital video ad metrics, video ad types, ad spending forecasts and the video audience.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Watching online video is growing massively and is changing how video content is viewed, when and by whom.
Mediabrands Marketing Sciences initiated a research study to report a full overview of trends in online video and TV consumption in The Netherlands, based on the data gathered by SKO, GfK Media Efficiency Panel and other sources.
Pixit - Inovações que não podem faltar em um programa de RI MZ .
A MZ Group, White & Case e Pixit promoveram o evento "Inovações e tendências em comunicação digital para o mercado de capitais", que trouxe a presença de especialistas para discutir a utilização de ferramentas em uma comunicação digital efetiva com investidores.
Veja a apresentação do Ricardo Merzvinskas, sócio fundador da agência Pixit, falando sobre as inovações que não podem faltar em um programa de RI
Digital Video and TV Advertising Viewing Budget Share Shift and EffectivenessTeads.tv
LA ERA DEL VIDEO ONLINE ESTÁ AQUI!!
Y qué mejor ejemplo de ello es la migración paulatina y creciente de los budgets publicitarios de TV a Video Digital. Y es que el video digital no tiene el alcance total que la TV tiene, pero sí tiene la campacidad de segmentación específica por contenido y audiencia, freq. cap y optimizaciones en tiempo real, métricas específicas como el CTR, y Tasas de Finalización, y engagement por mucho mayor.
Aquí un estudio de la IAB, en conjunto con partners de video en el mundo que lo corroboran y detallan.
TV advertising and digital video ads work better together because they reinforce each other at different parts of the consumers' purchase journeys. Here's the in-depth data that supports these points.
The paramount importance of digital video to the future of TV and entertainment has become indisputable. New digital-only offerings by TV networks, a dramatic increase of streaming device sales, ever-expanding screen sizes, media conglomerates purchasing digital-first Publishers, and a new generation of platform-agnostic millennial viewers coming of age – all continue to drive advertising dollars to digital channels.
You can't just "tell" your story anymore. You need to jazz it up. You need to get above the noise of everyone else being a storyteller. How do you do that? Video. This slide presentation provides 5 helpful tips on using video to "add some fight" to your story!
Check out the recorded webinar and a slide-by-slide walkthrough at:
http://blog.limelight.com/2013/02/add-some-fight-into-your-story-with-video/
Pesquisa Accenture Multi-tasking and Taking Control. O estudo realizado com 3,5 mil pessoas, em seis países, apontou que conquistar a atenção exclusiva dos telespectadores está mais difícil. O consumidor moderno concilia a TV com outras atividades.
Live Streaming becomes Mainstream by Sohag SarkarSohag Sarkar
This article analyzes the growing uptake of Video streaming over smart devices and the limitless use cases of Live streaming. It further explores the key drivers have made live streaming truly mainstream.
Обзор индустрии развлечений и СМИ: прогноз на 2015-2019 гг. (по миру и в России)Hidden Marketing
По данным подготовленного PwC «Всемирного обзора индустрии развлечений и СМИ: прогноз на 2015–2019 годы»», совокупные годовые темпы роста (СГТР) общей выручки от индустрии развлечений и СМИ составят в последующие пять лет 5,1 %, что означает, что выручка увеличится с 1,74 трлн долл. США в 2014 г. до 2,23 трлн долл. США в 2019 г.
Особенности российского рынка PR-услуг: структура, динамика, специализация 2015Hidden Marketing
Ассоциация компаний-консультантов в области связей с общественностью (АКОС) представила результаты исследования российского рынка PR-услуг. В отчет вошли данные о структуре (в том числе разделение по отраслям) и динамике развития.
Краткое руководство по медиаанализу и оценке эффективности PRHidden Marketing
Методический справочник для PR-специалистов, содержащий данные об эффективных подходах в анализе медиа, используемых инструментах, метриках и показателях. Также в нем можно найти рекомендации по проведению исследований и много другой полезной информации.
Исследование «Экономика Рунета 2013-2014», организованное Ассоциацией электронных коммуникаций (НП «РАЭК») и Национальным исследовательским университетом — Высшая школа экономики (НИУ ВШЭ).
Интересная презентация от ВКонтакте по аудитории социальной сети и некоторым примерам рекламного использования ее возможностей.
Презентация была рассказана Павлом Сафрошкиным на конференции Digital Branding 2011.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
2. Table of contents
Driven by an increase in the number of connected TV devices (Roku, Apple TV, X-Box One, and Smart TV's) given as gifts during the 2014
holiday season, the first quarter of 2015 continued the record breaking trend of viewers watching video content on devices plugged in to the
Internet. Video viewing behaviors shifted in year-over-year (YoY) terms and varied depending on the type of content being viewed; which
ranged from free video clips supported primarily by advertising (Online Video) to premium shows accessed through an authenticated app-
based or TV subscription service (TV Everywhere). This report covers both the established and the evolving trends within the digital video
viewing space. It aims to provide insightful viewpoints for content providers, consumers, and advertisers.
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Online Video
3 Key Insights
4 Online video viewing frequency
5 Device type share of online video starts
6 Device specific share of online video starts
7 Apple share of online video starts
8 Media and entertainment site video viewing
9 Online video ad viewing ratio growth
TV Everywhere
10 Authenticated video growth by share of access type
11 Active monthly TV Eveywhere share of Pay-TV viewers
12 TV Everywhere share of authentications by access type
13 TV Everywhere share of authentications by device type
14 TV Everywhere daily viewing behaviors
15 Video viewing frequency growth by access type
Appendix
16 Methodology
17 Glossary
18 Tables
3. Key insights
Online Video
• Apple extends its dominance in mobile video viewing accounting for 4 out of 5 mobile online video starts - Fueled by
the larger screen iPhone 6 and 6+, the share of video starts on an iPhone went up YoY; iPad share of starts was essentially
unchanged during the same period
• The tablet develops its niche as the leisure device - Video viewing frequencies on tablets are just as high as those on
desktops, supporting the notion that the primary use-case for the tablet is leisurely activities like video viewing and web
browsing
• Ad viewing ratio increases on mobile devices - With viewing behaviors becoming more mobile, advertisers see an
increase in the ratio of ad starts-to-video starts
TV Everywhere
• TV Everywhere viewing continues its climb higher - In a quarter that was not highlighted by a unique landmark
sporting event, the number of TV Everywhere authenticated video starts continued to grow at impressive triple digit YoY
figures
• Apple TV helps bring digital video back into the living room - 1 in 4 authenticated streams now originates from a
connected TV device; up from 1 in 20 a year ago
• Consumers redefine "Primetime" - Wednesday has the highest share of TV Everywhere viewing while Friday accounted
for the highest rate of binge viewing
3ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
4. ONLINE VIDEO
Online video viewing frequency
Larger screens are helping to close the gap in video viewing
frequencybetween mobile devices and desktops.
Findings:
• The number of online videos viewed per visitor on smartphone
devices was up 22% YoY
• Tablet views per visitor are now just as frequent as desktop views
per visitor
• Desktop viewing frequencies of long form content (content on
broadcaster sites) are almost 2x that of tablets; 4x smartphones
4
Insight:
As devices become increasingly specialized, it appears as if a major
use-case for the tablet is leisure derived activities like video viewing. As
we can see in the data the viewing frequency of long form content on
desktop devices still eclipses tablet viewing frequencies. Producers
have an opportunity to create specialized tablet centric content to
entice viewers to remain engaged and increase viewing frequencies on
tablet devices.
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
5. ONLINE VIDEO
Device type share of online video starts
Strong connection speeds, larger screen devices, and an abundance
of content continues to drive share growth of online video starts for
mobile devices.
Findings:
• Overall growth of mobile share of online video starts is up nearly
7 percentage points YoY to 29%; 24% share growth
• Smartphone share of video starts is up 38% YoY
• The share of mobile online video starts for longer form content
(via broadcaster sites) is almost 30% less than the mobile share
on the average site
5
Insight:
Mobile is now a relevant part of online video, accounting for almost 1
in 3 video starts. Advertisers must diversify their strategies and have a
mobile video ad buying solution to make sure their ads are targeted
differently to a desktop based audience and a mobile audience and to
ensure that the ad is supported in a mobile setting.
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
6. ONLINE VIDEO
Device specific share of online video starts
Online video viewing on mobile devices is being dominated by
Apple. The introduction of the iPhone 6 and 6+ has only escalated
the growth that Apple has seen within online video viewing.
6
Findings:
• iPhone share of online video starts has a commanding lead over
other smartphones with over two thirds of smartphone online video
starts
• The iPad has an even larger piece of the tablet video viewing pie with
more than four fifths of online video starts
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
7. 7
ONLINE VIDEO
Apple share of online video starts
In taking a step back and assessing the entire online video (unauthenticated)
landscape, including desktop, Apple devices have a large share video viewing.
Apple has been instrumental in the growth of digital video and continues to
shape how consumers are viewing with their devices.
Findings:
• Nearly 1 in 4 online video views come from an Apple
device
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
8. ONLINE VIDEO
Broadcast site video viewing
Viewing behaviors of video on broadcast sites provide a good
window into the viewing behaviors surrounding longer form
content, as this is typically what viewers view on broadcast sites
8
Findings:
• In Q1 2015 the average monthly viewing time of content on a per
visitor basis was almost 8 min
• The time per visitor viewing this content has increased 7% YoY
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Insight:
Coupled with the increase in viewing frequency, the increase in
viewing time is evidence of an industry that is not slowing down. The
amount of time consumers spend in front of a screen, large or small, is
destined to grow. With all of that attention being paid to such a small
area, the competition for better content will only grow. This is an
opportunity for media companies, who generally have good content,
to reach an ever increasing audience and drive more alternative forms
of revenue.
9. ONLINE VIDEO
Online video ad viewing ratio growth
9ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
The ratio of ad starts to video starts is highest on tablets and
smartphones.
Findings:
• Programmatic video ad buying is increasing the number of ads
viewers watch especially in the mobile space
• Tablet and smartphone ad start ratios are greater than desktop ad
start ratios
10. TV EVERYWHERE
Authenticated video growth by share of access type
TV Everywhere authenticated video starts see a continuation in
growth; even during a period without unique landmark sporting
events like the Olympics and World Cup.
10
Findings:
• Authenticated video starts grew almost 300% over the past
year
• Connected TV devices are a major driver of growth for the TV
Everywhere market
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Insight:
It has been known that live sports programming is often the initial
hook to drive consumers to take the time to set up TV-E accounts.
Our past insights have clearly shown that after the event where the
account is established, most consumers continue to use the service.
Interestingly authenticated viewing growth is now being sustained
and continuing in the absence of a major sporting event. It appears
as if this technology has crossed the chasm and moved into the
"Early Majority" stage.
11. TV EVERYWHERE
Active monthly TV Everywhere share of Pay-TV subscribers
• As more options become available to viewers the penetration of
TV Everywhere into households continues to rise; active monthly
viewership was up 6% QoQ and up 40% YoY
11ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
For those who are paying for television, active viewership
growth remains strong.
Findings:
Insight:
Aided by the arms race of producers to provide apps for a growing
number of devices, consumers can enjoy easier access to their
premium content. TV Everywhere technology provides media
companies with a necessary platform to help unlock value through
added services, and provide an axillary channel with which to
further engage their clients. This data reveals the untapped
potential that has yet to be realized by the majority of pay-TV
subscribers.
12. TV EVERYWHERE
TV Everywhere share of authentications by access type
Connected TV devices have seen a huge growth in share of
authenticated starts over the last year and becoming the go-to
device for how consumers are watching TV Everywhere content
12
Findings:
• Devices like Apple TV, Roku, and Xbox are more frequently turned to
in order to stream authenticated content
• One in four authentications came from a connected device in Q1
2015; a 300% YoY share increase (50% QoQ)
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Insight:
Part of the impressive growth within the TV Everywhere space is
thanks to an increase in devices that are connected to the
television and solely designed to stream content. With the growth
in popularity of these connected devices, the authenticated video
market is poised to continue its growth
13. TV Everywhere viewing on an Apple device (iOS) has always been
popular, but it looks like Apple is increasing its dominance on a
new front.
Findings:
• The growth of connected TV devices is being driven by Apple TV,
doubling its share QoQ
• iPad authenticated viewing now accounts for 1 in 3 authenticated
video starts
• Google chrome users appear to be heavy consumers of TV
Everywhere content with half of all desktop views coming through
Chrome
13ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
TV EVERYWHERE
TV Everywhere share of authentications by device type
14. TV EVERYWHERE
TV Everywhere daily viewing behaviors
TV Everywhere viewing moves the heavily viewed “Thursday
Night Line-up” to Wednesday.
• The highest share of video authentications occur on Wednesdays,
followed up by the weekend
• The Friday night “TV Death Slot” is actually a popular time for binge
viewing
14ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Findings:
Insight:
Thought to be a simple model within linear TV, ad buying for the on-
demand viewer is much more complex. Advertisers are forced to
implement multiple campaigns across different periods of time for
differing genres of content. Then add differing types of viewing behavior
(like binge viewing) and it becomes even more complicated. However if
advertisers employ a programmatic strategy to their ad buying, they will
gain an advantage on the competition by creating campaigns that are
more efficient and productive.
15. TV EVERYWHERE
Video viewing frequency growth by access type
The large growth of connected device viewing is also occurring with
higher frequency. Connected device consumers are becoming deeply
engaged with content watching more than iOS and Android users.
15
Findings:
• The frequency of viewing on a connected device grew 33% YoY as
these devices continue to be an outlet for binge viewing
ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
17. • Ad start ratio: Total ad starts per video start
• Online video start: Any browser-based, unauthenticated video start.
• Viewing frequency: Video start per unique viewer.
• Monthly video view time: Average time spent per month viewing video per person.
• Authenticated video: Video content that requires credentials from multichannel video
programming distributor (MVPD).
• Active monthly viewer: Viewer who authenticates at least once per month
• Monthly unique visitors: Total number of unique visitors per month.
• Access type
• Browser includes Chrome, IE, Firefox, and Safari on both computers and mobile
devices.
• iOS app is an app on any Apple mobile device.
• Android app is an app on any Android mobile device.
• Gaming console and OTT includes Xbox, PS4, Apple TV, Roku, and similar devices.
• TV Everywhere video viewing frequency −Authenticated video starts per monthly unique
visitor.
17ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
GLOSSARY
18. 18ADOBE DIGITAL INDEX | Q1 2015 Digital Video Report
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015
Avg. Time Per Visitor
Growth
100% 105% 101% 107% 107%
ADOBE DIGITAL INDEX
Tables
Growth in Average Monthly Online Video Viewing Time per Visitor (Broadcast Sites)
3/1/14 4/1/14 5/1/14 6/1/14 7/1/14 8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15
Smartphone 100% 99% 91% 90% 86% 93% 103% 101% 101% 108% 105% 96% 113%
Tablet 100% 108% 110% 111% 103% 113% 114% 113% 121% 117% 120% 111% 127%
Desktop 100% 104% 103% 87% 87% 94% 102% 96% 103% 104% 103% 97% 100%
Online Video As Start-to-Video Start Ratio Growth
4/1/14 5/1/14 6/1/14 7/1/14 8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15
iOS 55% 35% 34% 49% 75% 88% 67% 65% 95% 103% 150% 137% 183%
Browser 17% 14% 11% 15% 21% 29% 25% 26% 39% 41% 48% 40% 53%
Android 13% 9% 9% 13% 20% 27% 23% 42% 37% 38% 48% 51% 50%
Connected TV Device 15% 10% 10% 19% 19% 29% 29% 37% 34% 65% 64% 75% 95%
TV Everywhere Authenticated Video Viewing Growth by Access Type