mobile video

Where is Video Going in the Future?

Mike O’Brien, writing for ClickZ, discusses recent research by AOL and Crayon which reveals the direction of video’s future, and he summarizes five areas of focus:

-Mobile video is seeing the greatest increase in ad spending compared with desktop and TV.  From 2014 to 2015, it increased by 75% from $1.5 billion to $2.7 billion.

-Homepage videos are rare, but if done effectively, can have great potential in terms of showcasing brands and introducing prospects to the company.

-High-quality digital video content by brands will continue to be an area of growth.

-Agencies and brands are continuing to increase their purchase of digital video programmatically, and an increasing percentage have also brought programmatic buying in-house.

-More companies are moving away from just using free social video platforms.  Larger companies are undertaking in-house video hosting.

O’Brien offers some tips for marketers planning to use video to reach consumers:

-Do a lot of testing before you invest too much money.

-The potential of videos to generate ROI can be increased by positioning them near conversion points.

-High-quality video can be shot on smartphones; however, consumers expect polished videos.

-Online video content must provide value to the targeted consumers in order to attract and retain their attention.

-Programmatic video buying and video-hosting can be brought in-house, but only if marketers have the trained personnel and the appropriate technology.

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Mobile Phone Video Viewers Spending Most of Their Time With Short-Form Content

According to Ooyala’s Global Video Index’s Q2 2015 study, online video viewers using mobile phones spent two-thirds of their viewing time in Q2 with content less than 10 minutes in length.

According to the report’s executive summary, mobile phones and PCs are equally popular (at 32% each) for short-form videos of 1-3 minutes in length.  However, when it comes to content over 10 minutes in length, tablets (57%) and connected TVs (53%) were the top choice of views, followed by desktop (40%) and mobile phones (33%).

The report further analyzed content over 30 minutes in length: connected TVs were the top choice (52%), followed by tablets (36%), mobile phones (23%), and PCs (22%).

In Q2 2015, mobile video plays exceeded 44%, and by the end of 2015, Ooyala expects mobile to account for more than 50% of all global video plays.


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Increased Consumption of Longer-Form Videos on Mobile Devices

Jack Loechner, writing in the Research Brief From the Center for Media Research, discusses a new survey by the IAB, “Mobile Video Usage: A Global Perspective.

Findings include:

-30% of total respondents watch videos that are 5+ minutes on their phones daily or more frequently.

-Longer programming, such as movies and full-length tv show episodes are also viewed on mobile devices.

-Apps are the preferred method of viewing mobile video.

-Mobile video users are interested in tailored mobile video ads.

-78% of survey respondents would rather have free mobile video supported by ads rather than subscription or pay-on-demand models.


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