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ALL EYES ON DIGITAL WE LEARNED MACRO TRENDS MOBILE VIDEO PROGRAMMATIC EMERGING VIDEO TRENDS AD...

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  • ALL EYES ON DIGITAL VIDEO

    State of the Industry Video Research 2017

  • Partnered with InsightsNow to conduct two in-depth video studies

    WHAT WE DID

    Buyers (agency & brands) and sellers (publisher, ad network

    & ad tech) that are involved in digital video advertising (desktop,

    mobile or OTT/connected TV)

    1,600

    Consumers aged 16-54

    1,300

    Markets: UK, USA, Japan, France, Australia, Canada,

    South East Asia (Q4 2016)

    7

  • WHO PARTICIPATEDBUYERS

    Agencies

    Brands

    SELLERS

    Publisher/digital media co selling advertising solutions

    Ad tech provider selling advertising technology solutions

    CONSUMERS

    Aged 16-54

    Watched online videos at least once a month

  • WHAT WE LEARNED

    MACRO TRENDS MOBILE VIDEO PROGRAMMATIC EMERGING VIDEO TRENDS

    AD FORMATS ORIGINAL VIDEO CONTENT MEASUREMENT THE FUTURE OF DIGITAL VIDEO

  • ONLINE VIDEO IS A DAILY HABIT FOR CONSUMERS

    of consumers watch online videos daily

    71%of consumers say they watch more than a year ago

    54%of consumers are watching more than 4hrs of online video a week

    42%4+hrs

    Source: AOL State of Video Industry 2017, UK

  • THE WORLD IS MOBILENo machine has changed how humans live, communicate and influence as much as mobile.

    71%of consumers agree I cant live without my smartphone or Its always within arms

    reach

    46%of advertisers

    plan to increase mobile ad spend

    by 25%+

    52%of consumers watch

    videos on their smartphones every day

    60%of consumers watch live video content on their smartphones

    Source: AOL State of Video Industry 2017, UK

  • While online video consumption is growing for all video lengths, more consumers are watching short-form video (under 10 min) on a weekly basis

    A BOOM IN SHORT-FORM VIDEO

    64%

    :60

    of consumers watchvideos that are 1 minute

    or less every weekPercentage of consumers and the amount of time they spend watching videos every week

    60%52%

    56%

    6-9 mins

    10-20 mins

    20 minsor more

    66%1-5 mins

    Source: AOL State of Video Industry 2017, UK

  • Source: AOL State of Video Industry 2017, UK

    DIGITAL VIDEO SPEND CONTINUES TO RISE

    39%

    41%

    42%

    42%

    45%

    45%

    OTT/CONNECTED TV

    DISPLAY

    NATIVE/CONTENT MARKETING

    SEARCH

    SOCIAL

    VIDEO

    % OF BUYERS EXPECTING TO INCREASE SPENDING IN 2017 (+25% OR MORE)

  • 49%

    49%

    44%

    41%

    35%

    33%

    7%

    Television

    Display

    Print

    Search

    Out of Home

    Direct Response

    Other Media Type

    VIDEO INVESTMENT IS COMING FROM TV (AND ALSO EXISTING DIGITAL BUDGETS)

    INCREASE IN VIDEO BUDGETS ARE SHIFTING FROM

    Source: AOL State of Video Industry 2017, UK

  • 49%47%

    44%41%

    35%33%

    7%

    Display Television Print Search Out of Home Direct Response

    Other Media Type

    TV BUDGETS ARE GOING TO DIGITAL VIDEO

    INCREASE IN VIDEO BUDGETS ARE SHIFTING FROM% shifting TV budgets

    to other channels

    DESKTOPVIDEO

    61%MOBILE VIDEO

    59%

    Source: AOL State of Video Industry 2017, UK

  • TARGETING & CONTENT ARE DRIVING VIDEO GROWTH

    Social media & quality creative are50%

    47%43%

    38%33%

    27%24%

    21%16%

    Better targetingand

    personalization of video ads

    Betterquality content

    Better quality creative

    Social media video offerings

    Better loading times/userexperience

    Integrated video/interactive

    ad units

    Outstream player Shift from other ad types

    More available inventory

    TOP DRIVERS TO VIDEO REVENUE GROWTH (BUYERS)

    Source: AOL State of Video Industry 2017, UK

  • PROGRAMMATIC SPEND CONTINUES TO RISE

    of advertisers expected to increase programmatic video spend this year

    79%of publishers expected

    programmatic video revenue to increase this

    year

    87%

    Source: AOL State of Video Industry 2017, UK

  • CONSUMERS EXPECT PRE-ROLL, BUT THE RIGHT LENGTH VARIES

    63%47%

    33% 32%

    22%

    33%

    37% 31%

    12%14%

    23%25%

    3% 7% 8% 12%

    LESS THAN 1 MINUTE 1 TO

  • QUALITY & RELEVANCY FUELS THE VALUE EXCHANGE

    Source: AOL Short Form Video Study A Consumer Perspective, UK, 2016

    Im prepared to see a brand advertised or involved with the video, if the content is

    interesting to watch

    63%

    Im more likely to watch adverts before a video if I

    know the quality of the video itself will be good

    59%

    If watching a video I really like, I dont mind if the

    brand is really prominent throughout the video

    47%

  • CONSUMERS WANT CONTROL OVER VIDEO ADS

    I appreciate the ability to skip ads before I watch an

    online video

    71%

    I would like to have some control over which ads I

    watch

    64%

    Source: AOL State of Video Industry 2017, UK

  • 57% of Advertisers identified branded content as the biggest revenue opportunity over the next 12 months.

    BRANDED VIDEO IS STILL A TOP REVENUE DRIVER

    48%

    57%

    55%

    User generated content

    Branded video content (content that is co-created between an advertiser and a publisher/content creator)

    New Formats like 360 Video, Vertical Video, Virtual Reality, Augmented Reality, Outstream

    2017 TOP 3 REVENUE OPPORTUNITIES VIDEO CONTENT FORMATS

    Source: AOL State of Video Industry 2017, UK

  • ADVERTISERS SEE QUALITY & PROOF POINTS AS TOP CHALLENGES

    13%

    17%

    21%

    21%

    21%

    29%

    29%

    29%

    38%

    38%

    46%

    Scale

    Lack of understanding of the space

    Lack of promotion of the video content to audiences

    Lack of custom integration

    Audience and campaign measurement

    Lack of transparency in the buying process

    Video ad unit lengths

    Price/cost

    Lack of standard success metrics

    Proof of ROI for video vs. other media

    Quality of content

    MARKETERS TOP 3 CHALLENGES WITH BUYING BRANDED VIDEO CONTENT

    Source: AOL State of Video Industry 2017, UK

  • ADVERTISERS ARE OPTIMISTIC ABOUT NEW FORMATS

    57%55%

    48% 48%

    32% 30% 30%

    Branded video content New Formats(360, Virtual Reality, Augmented Reality,

    Outstream)

    1 - 5 minutes User generatedcontent

    10 minutes or more

    6 - 9 minutes Under 1 minute

    2017 TOP 3 REVENUE OPPORTUNITIES VIDEO CONTENT FORMATS

    Source: AOL State of Video Industry 2017, UK

  • LIVE VIDEO GAINS GROUND

    73%of consumers have

    watched live video content

    68%of advertisers plan

    to invest in live videoin 2017

    Source: AOL State of Video Industry 2017, UK

  • NEWS, MUSIC AND SPORTS DOMINATE LIVE VIDEO

    Types of Live Video Most Interested in Watching(% Mentioned Top 3)

    Music Events/Concerts

    BreakingNews

    SportingEvents

    AwardsShows

    PoliticalCoverage

    40% 31% 15% 12%36%

    Source: AOL State of Video Industry 2017, UK

  • CONSUMER APPETITE FOR VR CURRENTLY LAGS BEHIND ADVERTISERS' ENTHUSIASM

    of agencies & advertisers currently

    buy or plan to buy VR or AR in 2017

    58%

    of consumers say they expect to spend more time watching

    VR this year

    9%31% in US

  • HEADSET AVAILABILITYAND A MISCONCEPTION THEY ARE ONLY FOR GAMERSARE BARRIERS TO VR TAKE UP

    Reasons for not consuming more VR in next 6 months %

    My computer is not powerful enough to power VR 39%

    VR headsets are only for people who play video games 38%

    There are not enough VR videos to watch 33%

    The VR headsets are too expensive 33%

    I dont have access to a VR headset 27%

    Source: AOL State of Video Industry 2017, Consumer, UK

  • CONSUMERS WANT VR ENTERTAINMENT AND TOURISM

    ENTERTAINMENT(MOVIES, TV) 42%

    VIRTUAL TOURISM 37%

    SCIENCE & NATURE FOOTAGE 37%

    DOCUMENTARIES 34%Source: AOL State of Video Industry 2017, UK

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