Digital viewership rapidly catching up to television


Posted on Apr 16, 2014 by YuMe

Although the Internet hasn't yet surpassed television as the most effective way brands can reach consumers, many advertising professionals believe it will as more companies develop video marketing strategies. Citing Nielsen findings, The Wall Street Journal's CMO Today blog states that there are 294 million TV viewers and 243 million Internet users in the United States.

It's easy to see that the gap between the numbers of traditional television viewers and people who consume content online isn't very wide. This is the primary cause for speculation within the digital video advertising industry that TV is losing its grip as consumers continue to adopt Internet-focused habits.

CMO Today also writes the demographic that marketers go after most frequently is consumers between the ages of 18 and 34. This particular group watches 44 percent more online videos compared to the average Web user.

Clickz, citing data from comScore, states that as of February, 85 percent of people in the United States watch video content online. That portion is up almost 50 percent from February 2013. Online video ad views grew nearly 149 percent year-over-year as well. In February 2014 alone, U.S. Internet users watched 49 billion videos online and 24.6 billion digital video ads.

For video ad publishers and marketers, this data is too big to be ignored.

"Most of our clients are trying to use digital to expand to reach beyond the audience they reach with TV," Randall Beard, global head of advertiser solutions at Nielsen, told CMO Today.

It's unclear when digital will finally catch up to and surpass television, but this information reveals that it could happen a lot sooner than many anticipate. Brands looking to employ an online video ad should use this data as a road map to create a campaign that not only reaches the right audience, but resonates in such a way that it positively impacts sales.