Consumers with Internet access are watching more digital video
Posted on Aug 28, 2014 by YuMe
When accessing the Internet, watching video is a favorite pastime for people around the world. As more individuals continue to use mobile devices like tablets and smartphones to connect to the Web, as well as rely on more traditional platforms like a computer to stream their favorite movies, TV shows and other video clips, this will continue to trend upward.
One of the man drivers of this activity is that it is convenient. It's almost like carrying around a personal television wherever you go. Additionally, the on-demand aspect allows users to watch whatever they want in the time of their choosing. No longer do they have to sit in front of a TV set at a specific time to watch video programming. Technology has given consumers the option to stream content at a time of their choosing.
These factors have contributed greatly to the adoption of devices that offer this functionality and has also been a big reason for the rise in multi-screen video advertising. Brands with video marketing strategies have shifted incredible sums of their marketing budgets toward the digital space. The reason for this is to capitalize on where the technology-savvy consumer is spending the bulk of his or her time. It's not that TV is waning in popularity in any way. However, computers, smartphones and tablets are formidable competitors when it comes to grabbing consumer attention.
These days, a company must take whatever steps are necessary to ensure that no marketing opportunities are missed. Brands now need to incorporate a multi-screen video advertising strategy or risk falling out of favor with both existing and potential customers.
Who's watching the most digital video?
Streaming video is a common activity across the globe. However, some areas of the world watch more online video more than others. Citing research conducted by consulting firm TNS Global, eMarketer stated of the regions where YuMe has a focus, watching video on the Internet is most popular in Spain. TNS found that 92 percent of people with Internet access watch digital video. Mexico was second at 90.1 percent, and China ranked third with 89.6 percent.
Interestingly, in the U.S., only 78.4 percent of Internet users watch video online. This number is lower than Canada (84.8 percent) and the U.K. (79.9 percent).
However, eMarketer predicts a continual upward trend in the U.S., and within four years, 80.1 percent of the people living in this country will stream some form of video content online. This is the equivalent of 219.5 million people.
What this data means for multi-screen video advertising
As more people continue to gravitate away from TV to view video content, companies will need to increase their digital video advertising efforts across a wide range of platforms. One of the most effective types of advertising in the digital space is pre-roll.
The YuMe infographic, "What Matters Most in Multi-Screen Advertising," states that pre-roll video ads can influence buying decisions, gain consumers' favor and raise both engagement and brand awareness. Additionally, pre-roll video ads also lead to consumers having a much higher level of recall as opposed to what they remember from traditional static banner ads.
There are a number of advantages presented to companies from a marketing perspective as people continue to adopt devices that allow them to stream video. Advertising on these channels can have a considerably positive effect on both sales and revenue generation. Additionally, as long as companies continue to stay ahead of the curve by analyzing the consumer marketplace and understanding both the needs and wants of customers, they will ensure that they maintain a competitive advantage in the marketplace with respect to digital video advertising.