News on Social Marketing, according to eMarketer : eMarkteter reported that , “Video Advertising Benchmarks: Key Data, Trends and Metrics,” more marketers are now obliged to invest more money on ads as the digital video audience is growing in both number and time spent viewing.
The report shows that by the year 2014, nearly three-quarters of all US internet users will watch video online at least once per month. Also, the spending for video advertising on both desktop and mobile will increase from $2.93 billion in 2012 to $8.04 billion in 2016.
The four basic benchmarks of video advertising- ad metrics, types of ads, spending trends and audience size- will now be the focus as more ad-supported video content is created.
Digital ad metrics include completion rates and brand lift.
Marketers believed that their message will get across once a user views a video ad in full. Video ad network YuMe supports the assumption that shorter ads would have higher completion rates as shown on their research data’s.
Another important evaluation metric is brand lift. A 2012 survey from Digiday and Adap.tv shows that 54% of respondents cited brand lift as the video metric that delivered the highest level of success.
However, a basic indicator of larger trends should be the data gathered from a variety of advertising campaigns during different time periods by several video-ad firms. Marketers must also keep in mind who is watching videos and accompanying ads, and when.
According to eMarketer, the largest share of the 178.7 million digital video viewers in 2013 will be those ages 25 to 34, at 18.9 percent. However, about 50% of viewers in each year of eMarketer’s forecast will be between ages 25 and 54.
Read more at A majority of online video viewers are between 25 and 54
News on Social Marketing, according to Brafton : As demand for web videos continues to increase, marketers are now expanding their content marketing efforts to include video content to engage with consumers.
Last month, 183 million U.S. internet users viewed online videos. This is according to comScore’s October Video Metrix report. The study also shows that 37 billion online videos were watched by viewers over the month, including 11 billion video ads.
In October, 88% of the total U.S. web users were found to view at least one online video with an average of six minutes long visual media file. The average online video ad was under half a minute in length.
These latest metrics published by comScore shows the growing acceptance of online video ads and a signal for online marketers to develop video marketing strategies for next year.
In another research conducted by marketing research firm FreeWheel, it studied online visual media that extends beyond 20 minutes, and how internet users responded to these videos. They found out that viewers watched whole ads at a 93% completion rate instead of navigating away from content. The study also shows that in 2012, online video ad views increased by 49% illustrating the growing adoption and acceptance of online video ads.
FreeWheel’s data also shows 1.3 billion consumers watch video on their smartphones, game consoles or other mobile devices like tablet computers showing the emerging trend of cross-device viewing. In 2012, 10% of all online video views were on non-computer devices.
With these data’s gathered by comScore and FreeWheel, marketers should be encouraged to boost their video marketing efforts to drive consumer engagement.
Read more at Rising video content consumption calls for marketing investment
News on Social Marketing, according to Mojiva : A study was conducted by Mojiva to determine how smartphone and tablet users in the United States and the United Kingdom access news through their mobile devices, and to examine their receptiveness as it relates to mobile advertising.
The publication of a new report on “The State of Mobile News Consumption” was recently announced by the leading mobile ad network. Mojiva reaches more than 1.1 billion devices globally and represents 8,000 mobile and tablet publishers and apps.
Amy Vale, VP, Global Research and Strategic Communications of Mojiva, Inc. said that, “People who read the news aren’t necessarily giving up one platform in favor of a different or newer platform, but are instead morphing into ‘multi-platform’ consumers for different news ‘experiences’.”
“Reading the news in print, or even online, is a much more immersive experience given the nature of the screen size, whereas reading news on a mobile device gives consumers up-to-the-minute information on breaking news the second it becomes available, wherever they may be,” she said.
The growth in mobile news consumption isn’t restricted to the United States only, as indicated in the Mojiva report. It shows that the United Kingdom has the highest percentage of frequent mobile news users at 46.8 percent and has the highest smartphone-based news consumption in the EU5 country.
Other finding of the report shows that:
– 24% of U.S. respondents get their primary news updates from their smartphone or tablet compared to 20% of U.K. smartphone respondents.
– In the US, 30% learns about breaking news stories via text alerts or notifications on their smartphones and tablets and 25 percent gets breaking news from TV. In the U.K., TV leads as a top source for breaking news with 29 percent compared to 20% that gets the breaking news on their smartphones and tablets.
– 70% of tablet users in the U.S. check news updates more frequently compared to 61% of U.S. smartphone owners. Two or more news sites or apps are checked by 52% of U.K. smartphone owners from their devices daily.
Read more at Mojiva Publishes “State of Mobile News Consumption” Report
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