Germany may have won the 2014 World Cup, but another big winner in this banner event is branded video. This year's tournament brought in record branded video viewership, reaching 671.6 million views and making it the single biggest branded video event to date.
Binge viewing isn't just the biggest buzzword in the video business. It's the real deal. But not all consumers know they're doing it. About 63% of TV viewers are binge viewers, according to a study of consumer viewing behavior among U.S TV viewers 18 and older, conducted by Annalect, an analytics and data division of Omnicom Media Group. That means they watch three or more episodes of the same TV show in one sitting. However, many of those consumers don't "self-identify" as such. Even though their habits fit the definition, only 43% described themselves that way.
By all accounts, mobile video is a distinct opportunity and will remain one. But as consumers become screen-agnostic, advertisers must think similarly. What we understand about mobile video growth quickly becomes less the point than what we understand about video as a whole. We need to study what is driving growth and the kind of change we can we expect, so that we can build video-driven businesses that thrive across screens.
YouTube is not only the world's biggest video site, it's also the first stop for most online video viewers. OK, that's sort of obvious, right? But the fact that most online video viewers watch YouTube video says something important about the type of video consumers like: They like a broad range. Sure, TV programs are popular, but many online video viewers turn to YouTube first.
This year, Dove celebrates the tenth anniversary of its Campaign for Real Beauty. The campaign is as ingrained in the brand's identity as "Just Do It" is with Nike. And now, the video space is finally seeing the effects of its influence with a recent outpouring of female empowerment-themed campaigns.
I know: It's a ridiculous title. But stay with me for a minute.When you go out with your friends, there's always that one person in your group who makes things happen: the so-called wingman. Because of this friend, you talk to new people. You dance with strangers. You might even make a date for next weekend with that person you never would have approached on your own. Thanks to your wingman (or wingwoman), you've made new connections - whether long-term or fleeting - and were introduced to new people or experiences. When it comes to media, smartphones do this, too. ...
What's the best part of online video? That it's video. As new multiscreen habits take over TV consumption, online video has become increasingly significant for advertisers to reach and engage their audiences. It was a key bit of technology that brought us here, coupled with the drive of broadcasters who recognized the demand for a TV-like experience online. It's time for advertisers to start caring about the experience as well.
Half of all Internet advertising bought by brands is not seen by Web users -- a shocking statistic about a situation that's worsening by the year, thanks to the rise of programmatic buying. In 2012 comScore estimated that 31% of advertising was not seen; this number rose to 54% in 2013.For video advertising the situation is potentially even more precarious, due to the domination of pre-roll advertising formats.
For years, creative agencies were restricted by the confines of television advertising. The lucky - and few - may have had the chance to tell a brand's story in a minute commercial, but most had to condense their stories into 15- or 30-second spots. Then online video came along and shook up the whole game. Online video affords brands the opportunity to produce long-form content. No longer restricted by television commercial breaks, brands have used the medium to explore the idea of content in non-traditional units of time. There are ads clocking in a two minutes, short films, half an ...
Perhaps the appetite for video is boundless. Two new reports on video consumption suggest that consumers do indeed want video in many forms, judging from the growth in mobile video advertising, coupled with increases in video-on-demand usage.