That mobile video viewing is growing rapidly seems a given. But by how much is up for debate. Figures and reports can vary widely, and studies should always be taken with a grain of salt -- or a handful, in some cases. With those caveats in mind, Arris' just-released report on worldwide consumer video behavior reveals some key findings that are worth a second look, especially considering the scope of the survey.
Since Budweiser's "Lost Dog" Super Bowl 2015 campaign garnered almost 65 million views - one of the most popular campaigns of the year so far - more brands are going to the dogs to better convince viewers to watch ads all the way through and share them online.
Not only are Millennials focusing their viewing time on digital devices, younger kids are concentrating on the even smaller screen. While media consumers watch more than eight hours of video each day, most of them are increasing their time with streaming video and digital viewing and lowering their time watching traditional TV, according to a new report from research firm SmithGeiger. As an example, 18- to 34-year-old Millennials allocate only 18% of their video time to traditional TV, with 61% of their video viewing occurring on digital devices.
Viewability is a major priority in all digital advertising today, but nowhere is this more challenging than in the world of in-app mobile video advertising. Challenges with technology, tracking, lack of standardization and different opinions abound. As the industry slowly converges on a common set of performance standards, the question we face as advertisers and media partners is how to gauge success in the meantime. The answer to this question lies in getting clear and educated about what we can and can't measure, and how we define campaign-by-campaign success measures around which all parties can feel confident.
Major movie studios release their biggest summer blockbuster films every year between May and July, with these high-grossing "tentpole" films earning hundreds of millions, even billions, at the box office. Brands that leverage big movies in their ad campaigns are making smart marketing moves, as campaigns with film tie-ins generate significant viewership. These partnerships let brands capitalize on the major buzz created by these big movies while allowing them to create more engaging ad content that builds on a film's story - which makes viewers even more likely to engage with the content. The biggest movie of summer 2015 so ...
It's time for T/V to get over its longtime love affair with the "cat and mouse" approach to advertising. Can you imagine the hospitality business constantly hounding their guests to do something they don't want to -- that has nothing to do with the reason they have come to the venue? We need a bold media company to step up and make explicit a new contract with and for consumers, becoming a gracious host that respects a valued guest, as in other businesses.
TV viewers are becoming streamers, but they aren't cutting the cord. So says two recent reports that shed insight into some of the consumer behavior trends most critical to media programmers today: video consumption habits, and how they are changing.
With more and more fast-food options entering the market, famous fast-food icons are losing market share. Still, KFC has risen above the noise and re-engaged its fan base through the rebirth of its original mascot, Colonel Sanders.
Netflix is on a fast track for growth this year, and it's not the only over-the-top service adding heft. By the end of 2015, the number of subscription video-on-demand homes in the United States and Canada should reach 57.8 million, with 7.1 million new homes coming on board this year alone, according to research from Digital TV Research. The surge in consumer usage of over-the-top options from Netflix, Amazon and Hulu is fueling this jump.
Agencies are enjoying the results they're getting with their online video ad spend, especially when it comes to targeted placements. Some agencies are making video the main focus of digital campaigns. Forty-four percent of those who have done so said they are pleased with the return on investment in their online video campaigns, according to eMarketer data from a May Strata study. That's not a majority, but still, the number of advertisers who are realizing ROI is up 43% quarter over quarter, so the positive trend may be reassuring for the online video industry, the report said.