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Page 1: Online Video Advertising Trends

ONLINE VIDEO CONTENT AND ADVERTISING

adroitdigital.com

ONLINE VIDEO LOOK WHO’S WATCHING NOWA SNAPSHOT OF HOW CONSUMERS INTERACT WITH ONLINE VIDEO CONTENT AND ADVERTISING

Page 2: Online Video Advertising Trends

Contents

Introduction 3

Objectives & Methodology 4

Major Findings 5

Demographics 6

Survey 7

Conclusion 18

About Adroit Digital 19

Contact Us 19

onLIne VIDeoadroitdigital.com

Page 3: Online Video Advertising Trends

3onLIne VIDeoadroitdigital.com 3

IntroDuCtIon

On August 1, 1981, MTV aired its first video, The Buggles “Video Killed the Radio Star.” Fast-forward to 2014 and radio is still very much alive and well, although it has transformed. Interestingly, both radio and video (broadcast/cable television) are currently undergoing what some might call radical changes.

Digital entrepreneurs and the rapid consumer adoption of new technologies have driven both of these advertising mainstays onto the Internet, and not by their choice. Radio and the music publishing industry saw the first shot come across their bow with Napster. Broadcast and cable TV now have a similar situation on their hands with the likes of Aereo and other innovative content providers and over-the-top (OTT) devices. The impact of this shift is so profound that the United States Supreme Court will soon rule on how copyright protected video content can be distributed. This represents a potentially major blow to broadcasters—specifically related to their revenue stream from royalties, distribution fees, and advertising. However, this may turn out to be a major win for consumers. They will find themselves squarely in the driver’s seat when it comes to what, when, and where they’ll consume their audio and video content, including how they’ll pay for it and the amount of advertising to which they choose to be exposed.

In this shifting landscape, where does this leave broadcasters/content providers and the advertisers that depend on them to reach their audiences? The good news for advertisers is video consumption is on the rise. Much like video didn’t kill the radio star, online/on-demand video won’t kill network television or the distribution networks (cable, satellite, and local affiliates) that deliver their content. According to eMarketer’s recent report on US media consumption, overall daily media consumption has risen over 20% from 2010 to 2014. When the focus is narrowed to video only, the story is more dramatic. While TV consumption has grown slightly over 1% in the same period, digital video consumption (online and mobile) has increased over 900%* (this with the caveat that the starting data point is very small).

According to eMarketer, “Americans own more devices than ever before, and they are spending increasing amounts of time with them collectively.”* These devices have opened up an entirely new space for simultaneous media usage.

From an overall major media perspective, this all becomes a game of dollars and cents. Who will win the race is far from being determined. But these changes will have a lasting effect on advertisers and how they approach reaching audiences through various video channels across multiple screens, all enabled by new technologies.

Page 4: Online Video Advertising Trends

objeCtIVes & MethoDoLogy

To gain insight into how consumers view online video content and advertising versus broadcast television, Adroit Digital conducted a study to ask viewers how they approach video consumption and their thoughts on video advertising. The insights gained in the survey are meant to assist agencies and brands in evaluating how their current video strategy and offering align with how consumers watch video content in the multi-screen universe.

The study was fielded from April 17 through April 21, 2014. The survey targeted a random sample of United States consumers who self-identified as 18 years of age or older and owning a television, smartphone, and personal computer or laptop. The study garnered 2,000 completed surveys.

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Page 5: Online Video Advertising Trends

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Major FInDIngs

• 63%ofourrespondentssaidthatifanonlineprovidercould satisfy their broadcast TV viewing needs, they would cancel their cable subscription. Men appear to bemorelikelytocutthecordthanwomen,67%comparedto57%respectively.66%of18–24-year-oldswould cut the cable cord. This number decreases with those 45 and over at 51%.

• 68%ofallviewerssurveyedareconsumingvideocontent from YouTube; 51% are consuming video content from live television broadcasts, and, almost equal to TV, 49% are consuming video content from Netflix. Women are bigger Netflix viewers than men, 56%to43%respectively.

• 59%ofallrespondentsbelievetheirTVsetistransforminginto an overgrown monitor for their self-selected content viewing. Men and young adults have a stronger belief in this transformation than do women or older adults.69%ofmenbelievetheirTVisbecomingmorelike a monitor for self-selected programming compared to51%ofwomen.63%ofthose18–24believethesame.It is only in the 45+ age group that the minority, 47%, holds this belief.

• 36%ofallrespondentsindicatedthatmorethanhalfoftheir video consumption is on-demand as opposed to livebroadcasttelevision.13%ofallrespondentswatchmorethan75%oftheirvideocontenton-demand.35%of18–24-year-oldscomparedto32%ofthose45andover are consuming more than half of their video consumption from an on-demand source.

• 28%ofrespondentsindicatedtheyconsume15ormorehours of streaming video content through a game console or web TV device weekly. When it comes to power-watchers (those watching 15 hours or more of streamingvideocontentperweek),thoseages35–44arethelargestconsumersofstreamedvideoat33%.

• 68%ofrespondentswouldbemoreinfluencedbyashort video than a text-based ad when seeking new productinformation.70%ofmencomparedto64%ofwomen,and72%ofthose18–24comparedto62%ofthose 45 and over, would be more influenced by a short video compared to a static or text-based piece of content.

• 51%ofallrespondentsindicatedwhenwatchinga30-minuterecordedoron-demandprogramthattheyare more likely to watch the entire program including commercials than not.

• 56%ofallrespondentsindicatedtheyskiponlinevideoads most of the time. However, 20% don’t skip online video ads most of the time. 24% let the online video ad content determine if they would skip the ad.

• 75%ofourrespondentsindicatedthatthereissomeoneelse in their home accessing video content at the same time they are via different devices oftentimes or sometimes.30%indicatedthereareoftenothersviewing at the same time they are.

• 46%ofrespondentsindicated15secondsorunderastheoptimallengthforavideoadvertisement.35%indicatedtheoptimallengthtobe16to30seconds.Theminority,19%,believed31secondsoroverwastheoptimal length.

Page 6: Online Video Advertising Trends

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genDer

age

DeMographICs

Base: n=2,000 Sums may not equal 100 due to rounding

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+4

0%0–5

5–15

15–30

30+

35%

Net

flix

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YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

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ealth

and

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ess

Autom

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od a

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styl

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New

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cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+4

0%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

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YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

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ealth

and

fitn

ess

Autom

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od a

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Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

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Roku

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YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

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ealth

and

fitn

ess

Autom

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eFo

od a

nd w

ine

Spor

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Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Page 7: Online Video Advertising Trends

how Many hours Do you spenD per week ConsuMIng onLIne or streaMeD VIDeo Content through a gaMe ConsoLe or web tV DeVICe (appLe, roku, ChroMeCast)?

FroM whICh sourCes Do you ConsuMe VIDeo Content?

Advertisers may be well-advised to spread their video advertising dollars outside of live television broadcasts.

68%ofallviewerssurveyedareconsumingvideocontent from YouTube; 51% are consuming video content from live television broadcasts; and 49% are consuming video content from Netflix.

Men and women select video content from different sources. They both indicated approximately the same level of consumption for live television.

However, when it comes to Netflix and DVR content, there is a marked difference between women and men. WomenareheavierviewersofNetflix,56%comparedto43%ofmen.WomenmorethanmenarealsousingDVRsasavideocontentsource,32%to28%respectively.

to tV or not tV, that Is the QuestIon

Is broaDCast tV reaDy to share the spotLIght?

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

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bled

dev

ice

(App

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ream

ing

so

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YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+4

0%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

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ecas

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ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

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ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

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Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

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Base: n=2,000 Sums may not equal 100 due to rounding

28% of respondents indicated they consume fifteen or more hours a week of streaming video content through a game console or web TV device.

Men are more likely than women to consume between five and fifteen hours weeklyofstreamingcontent,38%to35%respectively.

When it comes to power-watchers (those watching 15 hours or more of streaming video)byagegroup,thoseages35–44arethe largest weekly consumers of streamed videoat33%.Boththeyoungestrespondents,ages18–24,andtheoldestrespondents,age45 and over, fell on the lower end of the power-watcher scale at 24% each.

It appears all eyes are on streaming video. The question is, are advertisers keeping their eyes on the ball?

Page 8: Online Video Advertising Trends

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Base: n=2,000 Sums may not equal 100 due to rounding

When it comes to how long a viewer will watch any one piece of video content, the answer seems unclear for advertisers as to what should be the optimal length for engagement.

Our survey respondents indicated a fairly even spread across how long varying lengths of video content hold their attention. The majority of all respondents were split into thirds across categories from1minutetomorethan30minutes.Theminority,10%,stopviewing in less than one minute.

Women are more likely than men to consume one piece of video contentformorethan30minuteswith38%comparedto25%.

18–24-year-oldsindicatedthegreatestlikelihoodtotuneoutinundersixtysecondsat16%.Thisnumberdropsto5%inthose35years of age and older.

Thoserespondents35–44seemtohavethegreatestinterestinstayingtunedin.35%ofthisgroupindicatedonaveragetheywillwatchasinglepieceofvideocontentformorethan30minutes.

how Long Do you spenD watChIng any one pIeCe oF VIDeo Content on aVerage?

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

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er o

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ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

It’s aLL about tIMIng

Page 9: Online Video Advertising Trends

9ONLINE VIDEO

Base: n=2,000 Sums may not equal 100 due to rounding

adroitdigital.com 9onLIne VIDeoadroitdigital.com

are you More LIkeLy to watCh a 30-MInute reCorDeD/on-DeManD show In Its entIrety InCLuDIng aDs, or are you More LIkeLy to skIp through aDs anD watCh the reCorDIng In segMents?

For all the conjecture that no one watches commercials anymore, our respondents seem to indicate otherwise.

When asked if our respondents watch commercials or skip them while viewing a recorded/on-demand show, the majority, 51%, said they watch the show in its entirety, including commercials.

The only group that indicated they skip ads the majority of the time are those aged 45 and over, at 53%.

IF gIVen the optIon to skIp an Internet VIDeo aD, how oFten Do you skIp It?

When it comes to online video ads, our respondents appear to be more willing to bypass an ad than they are with recorded/on-demand content.

56%ofallrespondentsindicatedtheyskiponlinevideo ads most of the time. However, 20% don’t skip online video ads most of the time.

18–24-year-oldsaremostlikelytoskiponlinevideoadsmostofthetime,64%,andthoseage35-44areleast likely to skip online video ads most of the time at 50%.

Adults25–34aretheagegroupleastlikelytoskiponline video ads most of the time at 24%.

the auDIenCe Is spLIt

just skIp It

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

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Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

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ecas

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Roku

, gam

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ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

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ealth

and

fitn

ess

Autom

otiv

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od a

nd w

ine

Spor

ts a

nd o

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ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

e)

Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Page 10: Online Video Advertising Trends

Base: n=2,000 Sums may not equal 100 due to rounding

10onLIne VIDeoadroitdigital.com

what tIMe oF Day are you Most LIkeLy to ConsuMe VIDeo Content?

When asked what time of day our respondents are most likely to consume video content, overtwo-thirds,67%,saidtheyaremostlikelytoconsume video content from 4pm to 12am.

are you More LIkeLy to be ConsuMIng VIDeo Content by yourseLF or wIth others suCh as FrIenDs or FaMILy?

Viewing video content seems to be a one-man or one-woman show.

70% of our respondents usually consume videocontentbythemselves.30%liketoshare their video moments with friends or family.

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

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Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

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Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Let the VIewIng begIn

one Is the LoneLIest nuMber

Page 11: Online Video Advertising Trends

11onLIne VIDeoadroitdigital.com

hoMe aLone?

are there other peopLe In your hoMe aCCessIng VIDeo Content at the saMe tIMe you are FroM DIFFerent DeVICes?

When it comes to a multi-screen, multi-room viewing household, are there several video screens running at any given time?

75% of our respondents indicated that there is someone else in their home accessing video content at the same time they are via different devices sometimes or oftentimes.30%indicatedthereareoftenothersviewing at the same time.

It appears men are more likely to have viewing companionsinthehousecomparedtowomen,32%and 27% respectively.

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

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Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

onLIne MeDIa ConsuMptIon Is DrIVIng aDVertIsers towarD VIDeo aDs

Base: n=2,000 Sums may not equal 100 due to rounding

Page 12: Online Video Advertising Trends

CabLe Can go

IF you CouLD haVe aLL your broaDCast tV neeDs satIsFIeD wIth an onLIne proVIDer LIke aereo/skIttertV/nIMbLetV, wouLD you CanCeL your CabLe subsCrIptIon?

The worlds of video and broadcast TV are rapidly evolving. With more viewing options being introduced to consumers every day, the need for a cable subscription for viewing may become much less of a priority.

63%ofourrespondentssaidiftheirbroadcastTVneedscouldbesatisfied by an online provider, they would cancel their cable subscription.

Menappeartobemorelikelytocutthecordthanwomen,67%compared to 57% respectively.

It’spossibleouryoungestrespondents,18–24,aremorelikely than our oldest respondents, 45 and over, to view cable as less ofapriority.66%of18–24-year-oldswouldcanceltheircable. This number decreases with those 45 and over at 51%.

12onLIne VIDeo

Base: n=2,000 Sums may not equal 100 due to rounding

adroitdigital.com

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

e)

Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Page 13: Online Video Advertising Trends

13ONLINE VIDEOadroitdigital.com 13onLIne VIDeoadroitdigital.com

Base: n=1,044 Sums may not equal 100 due to rounding

13

what’s wIth the bIg MonItor on the waLL?

Do you beLIeVe your MaIn tV Is transForMIng Into a MonItor For the Content you seLF-seLeCt to VIew FroM an onLIne or web enabLeD DeVICe?

With the advent of on-demand programming and over-the-top (OTT) options like video-from-web ready TVs, web TV boxes, and game consoles, the viewer is almost completely in control. The only content holdout has been the major networks, and Aereo is currently challenging them.

Of all of our respondents, 59% believe their TV set is becoming more like a monitor for the content they choose to watch, as opposed to linear TV.

Men and young adults have a stronger belief in this transformationthandowomenorolderadults.69%ofmenviewtheirTVasamonitorcomparedto51%ofwomen.63%ofthose18–24believethesame.Itisonlyinthe45+agegroup that the minority holds this belief at 47%.

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

e)

Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Page 14: Online Video Advertising Trends

14ONLINE VIDEOadroitdigital.com

where to tune In

In what Content CategorIes are you Most LIkeLy to responD to onLIne VIDeo aDs?

The odds appear to be in favor of advertisers taking advantage of video ad units.

When asked in which content category our respondents were most likely to respond to an online video ad, there doesn’t appear to be a clear-cut content champion.

The top categories, overall by a narrow margin, are healthandfitness,35%;tiedforthesecondspotaresports and outdoors along with news and current events,33%;andthird,fashionandbeauty,32%.

Tops across the sexes and ages are for men, sports and outdoors,41%;women,fashionandbeauty,45%;18–24,sportsandoutdoors,36%;25–34,healthandfitness,39%;andwiththose35–44and45andolder,itisnewsand current events, at 41% and 42% respectively.

14onLIne VIDeoadroitdigital.com

Base: n=2,000

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

e)

Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

reMote DeposIt attraCts new CustoMers

onLIne VIDeo Is InCreasIng oVeraLL MeDIa ConsuMptIon

Page 15: Online Video Advertising Trends

15ONLINE VIDEOadroitdigital.com

60 seConDs Is a Long tIMe

to be eFFeCtIVe, what Is the optIMaL Length oF a VIDeo aD?

If advertisers want their video ads to leave viewers with a positive brand experience, less may be more.

When asked what the optimal length is for a video ad,46%ofrespondentsindicated15secondsorunderistheanswer.35%indicatedtheoptimallengthtobe16to30seconds.Theminority,19%, felt31secondsoroverwastheoptimallength.

15onLIne VIDeoadroitdigital.com

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

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Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%32% 68%

Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

e)

Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Base: n=2,000 Sums may not equal 100 due to rounding

VIDeo Content MarketIng has beCoMe an InCreasIngLy hIgh prIorIty For busInesses**

Page 16: Online Video Advertising Trends

16ONLINE VIDEOadroitdigital.com

how Do you Do that?

VIDeo Is the way

when you’re searChIng For “how-to” InForMatIon, are you More LIkeLy to searCh For VIDeo Content or text Content?

When it comes to teaching an old dog new tricks, how-to information seems to be breaking the rules. The old how-to guide has been replaced by the how-to video.

Traditionally, when searching for information on how to accomplish a task or find instructions, it has been a text-based search dating back to the library and, until recently, the text-based web. Online video seems to have changed something very old into something new.

64%ofallrespondentsgotoavideosourcetofindhow-toinformationas opposed to a text-based approach.

Menseemtobemorevisualthanwomen,with69%comparedto59%beingmorelikelytouseavideosourceforhow-to.Those18–24compared to those 45 and older are also more likely to choose a video at68%comparedto58%.

when seekIng out new proDuCt InForMatIon, wouLD you be More InFLuenCeD by a short VIDeo (15 seConDs) or a text-baseD pIeCe oF Content?

When seeking new product information, the majority of our respondents,68%,wouldbemoreinfluencedbyashortvideothan by something text-based.

70%ofmencomparedto64%ofwomen,and72%ofthose18–24comparedto62%ofthose45andover,wouldbemoreinfluencedby a short video compared to a static or text-based piece of content.

16onLIne VIDeoadroitdigital.com

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

e)

Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

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ecas

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Roku

, gam

e co

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Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

e)

Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

e)

Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Base: n=1,000 Sums may not equal 100 due to roundingBase: n=2,000 Sums may not equal 100 due to rounding

Page 17: Online Video Advertising Trends

17ONLINE VIDEOadroitdigital.com

Is It LIVe or Is It MeMorex?

oF aLL your VIDeo ConsuMptIon, what perCentage Is on-DeManD as opposeD to LIVe broaDCast teLeVIsIon?

36%ofallrespondentsindicatedthatmorethanhalfoftheirvideoconsumption is on-demand as opposed to live broadcast television. 13%ofallrespondentswatchmorethan75%oftheirvideocontenton-demand.

In looking across the results by sex and age groups, there seems to be little difference in the division of broadcast versus on-demand. Onemayexpecttoseealargerdeltabetweenthose18–24andthose 45 and over.

35%of18–24-year-oldscomparedto32%ofthose45andoverareconsuming more than 50% of their video consumption from an on-demand source.

17onLIne VIDeoadroitdigital.com

Male

Female

43% 57%

15%

34%

37%

14%

10%

30%

30%

30%

40%8am–12pm

12pm–4pm

4pm–8pm

8pm–12am

13%

20%

37%

30%

WOMEN 77%

35+ 5%

18–24 16%

MEN 25%WOMEN 38%

35–44 35%

MEN 69%WOMEN 51%

18–24 63%45+ 47%

18–24

25–34

35–44

45+

40%0–5

5–15

15–30

30+

35%

Net

flix

Web

ena

bled

dev

ice

(App

le T

V, C

hrom

ecas

t,

Roku

, gam

e co

nsol

e)

Oth

er o

nlin

e st

ream

ing

so

urce

YouT

ube

Live

tele

visi

on

70%

49%

68%

25%22%

51%

Watch inentirety

Skip through ads

49% 51%

By myself

With friendsor family

30% 70%

Fash

ion

and

beau

tyH

ealth

and

fitn

ess

Autom

otiv

eFo

od a

nd w

ine

Spor

ts a

nd o

utdo

ors

Life

styl

e

New

s and

cur

rent

ev

ents

50%

32%

35%33%

21%

31% 31%33%

Most of the time I skip it

Most of the time I don’t skip it

Depends on the ad

13%46%

35%

6%

1 to 15 seconds

16 to 30 seconds

31 seconds to 1 minute

More than 1 minute

45+ 53%

36% 64%Video content

Text content

MEN 69%WOMEN 59%

18–24 68%45+ 58%

18–24/45+ 24% 35–44 33%

37%

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

Less than 1 minute

1 to 10 minutes

10 to 30 minutes

More than 30 minutes

18–24 64%35–44 50%

25–34 24%

56%

20%

24%

50%45%

Rare

lyN

ever

Oft

entim

esSo

met

imes

9%

16%

Men

32%

Wo

men

27%

30%

No Yes

37% 63%

MEN 67%WOMEN 57%

18–24 66%45+ 51%

MEN

41%

WO

MEN

45%

18–

24 3

6%

35–

44

41%

45+

42%

25–

34 3

9%

32% 68%Short video

Text content

MEN 70%WOMEN 64%

18–24 72%45+ 62%

50%

36%

51–7

5%76

–100

%

0–25

%26

–50%

13%

23%

18–

24 3

5%

28%

45+

32%

Yes

No

41% 59%

11%

17%

Men

43%

Wo

men

56%

DVR

30%

Men

28%

Wo

men

32%

Women 35%Men 38%

Base: n=1,000 Sums may not equal 100 due to rounding

aMerICans own More DeVICes than eVer beFore, anD they are spenDIng InCreasIng aMounts oF tIMe wIth theM CoLLeCtIVeLy.*

Base: n=2,000 Sums may not equal 100 due to rounding

Page 18: Online Video Advertising Trends

18onLIne VIDeoadroitdigital.com

ConCLusIon

It’s clear the way viewers are consuming video content is shifting quickly. The phrase “video content” in and of itself is a strong indication the worlds of online, broadcast, and cable TV are on a collision course. What traditionally has been thought of as programming is now just another form of digital content.

The big collision won’t be about the content. It will be about what supports the content—advertising.Currently,USadvertisersarespendinginexcessof$65billionannuallyontelevision advertising.^ For brands, television advertising is a tried and true formula for reaching consumers with a known and trusted measurement system established over decades. In the digital world, it has taken online advertisers slightly over a decade to effectively market, sell, and measure digital ads to secure digital dollars with a system that brands understand and accept. It’s inevitable there will be dollars traditionally spent on broadcast and cable that will transition to digital dollars for video content.

This brings to the forefront another term—“digital dollars,” or advertising dollars. The shifting eyes and viewing preferences of consumers are going to force television advertisers to quickly define a unified digital strategy to keep up with viewers. To accommodate this transition, the division of church and state—traditional and digital advertising strategies—is going to have to change faster than advertisers will be comfortable doing.

To be successful in this brave new world of digital video content, advertisers and publishers/broadcasters will have to wade into a quagmire of technology solutions with which they are more than likely unfamiliar and unequipped to conquer on their own. Simply getting the inventory supply up and running to be sold efficiently and effectively at a price floor that will satisfy publishers/broadcasters will be a big feat. Establishing a trusted measurement system to satisfy advertisers who control the dollars is another looming challenge.

With a world of uncertainty ahead and the rate of change affecting the world of video and video advertising, one thing is certain—there won’t be a dull moment. Agencies, brand advertisers, broadcasters/publishers, cable systems, and ad tech suppliers all need to fasten their seatbelts, hold on to one another, and be prepared for the ride of a lifetime. Let the ride begin.

Page 19: Online Video Advertising Trends

adroitdigital.com

about aDroIt DIgItaL

At Adroit Digital, we believe people move technology, not the other way around. Our team of programmatic experts uses human insights, our exclusive data set, and unmatched media access to intelligently drive marketing performance. We work hard to delight our customers every day.

We have offices in New York, Boston, Los Angeles, Chicago, and San Francisco.

ContaCt us

For press inquiries, please contactMarci Stone, [email protected] Communications

For sales inquiries, please [email protected](855) 6-aDroIt

Sources:* eMarketer, US Time Spent with Media: The complete eMarketer forecast for 2014 http://www.emarketer.com/Article/Mobile-Continues-Steal-Share-of-US-Adults-Daily-Time-Spent-with-Media/1010782

** Karcaewski, T., Content Standard, Online Media Drives Advertisers Toward Video Ads, May 2014 http://www.skyword.com/contentstandard/news/online-media-consumption-drives-advertisers-toward-video-ads/

^ Perlberg, Steven. Wall Street Journal, Digital Ad Revenue Skyrockets, But Still Lags TV. April 10, 2014. http://blogs.wsj.com/cmo/2014/04/10/internet-ad-revenues-iab/

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