Everything we thought we knew about mobile video habits --- consumers will only watch mobile video on the go, and they'll only watch short videos --- is turning out to be wrong. About half of all videos viewed on mobile phones are watched in the home, according to a just-released study. What's more, smartphone video consumption peaks during prime time -- meaning that the TV set itself isn't always luring connected consumers away from smaller devices even when consumers have both options.
The addition of display ads and social media features to mobile video can boost the effectiveness and engagement of a mobile marketing buy. That's the finding of an analysis of mobile video advertising conducted by Rhythm New Media, a premium mobile ad network.
With the Olympics just around the corner, brand marketers will be looking for ways to leverage their marketing for the Games and to boost their ad buys with social components, as brands increasingly integrate social video into larger broadcast campaigns.
At The Cable Show this week, Cox Communications President Patrick Esser referred to Netflix and its Chief Content Officer Ted Sarandos -- on the same panel -- as a "frenemy." It's one of those comments that will live on for a long time, I suspect, like Jeff Zucker's "trading analog dollars for digital pennies" from NATPE in 2008, and Comcast CEO Brian Roberts' characterization of Netflix last year as "Rerun TV."
As popular as social media is, many TV viewers still tune into the TV listings on the set itself to figure out what to watch. They also spend a lot of time in the electronic program guide, suggesting that the guide itself can be mined by marketers for untapped ad opportunities.
Despite all the reassuring data for TV buyers claiming that most Americans watch just as much TV as they ever have, Google and Nielsen found that a combination of YouTube and Google's Display Network added four incremental percentage points of reach to a TV buy targeting the lightest TV viewer. What's more, that reach was delivered at 8% the cost of a TV spot.
YouTube is tracking its rising talent over on its blog. If you're keen on sponsoring videos on cooking skills or blues guitar lessons, check out the creators that YouTube is nominating for its On The Rise channel, where it regularly features talent whose viewcounts are ticking up. Also, YouTube partner Mondo Media, best known for its mega animated hit "Happy Tree Friends," has said it expects YouTube CPMs to rise for content in the YouTube original channels program.
Our appetite for online videos -- and the ads that accompany them -- keeps growing. The amount of time spent watching online video grew about 46% in April compared to the year before, according to an analysis of comScore's just-released April 2012 online video viewership figures. Interestingly, comScore's data reveals that while the number of unique viewers rose only 5% - from 172 million in April 2011 to 181 million in April 2012 -- they are watching a lot more video.
According to a Tubefilter analysis of comScore's online video rankings, the average length of an online video is 6.4 minutes, growing by 12 seconds each month, 54 seconds over the past six months, and 1 minute and 12 seconds year over year. That's quite a fast uptick.
There's no question that social video, social media and social TV are hot. Nearly every network has some sort of social media tie-in for a show, be it USA Network's recent work with Viggle for "To Kill a Mockingbird," or Discovery integrating tweets into shows. Are social tie-ins like this a gimmick or do they last?