As more consumers flock to the web to access short-form videos and television programming, videos ads online have proven successful investments for brands, advertisers and publishers.

Meanwhile, advertising on the web becomes more sophisticated and in-tune with viewer needs and expectations, completion rates for video ads placed online are growing.

Video ad completion rates surge
According to ClickZ, a recent study by an advertising analytics provider determined nearly half of video ads online are watched all the way through. Researchers examined more than 150 clips in the fourth quarter of 2012. The ads varied between movie trailers, television commercials and product features, and were viewed by more than 730,000 people.

The study determined 80 percent of videos online are under one minute in length, with the average duration being 45 seconds. Television commercials and movie trailers had the highest chances of being seen completely. In addition, more than 14 percent of viewers interact with video ads, which is a 50 percent increase from the third quarter of 2012.

The case for mid-roll ads
To determine more specifically what type of video ads on the web have the highest completion rate, a separate study analyzed millions of impressions over the course of a year. While there has been significant debate as to whether pre-roll or mid-roll ads have a higher chance of capturing consumers' attention throughout the duration of the video, the research found mid-roll ads examined in the study had a completion rate of 93 percent, compared to 85 percent for pre-roll clips and 83 percent of post-roll.

These findings may have to do with the nature of the content where these ads appear. Pre- and post-roll ads only accompany shorter-form videos – or those lasting no more than five minutes. Mid-roll clips, however, only appear during longer videos, such as television shows. Many users of free long-form content providers, like Hulu, understand there is a tradeoff between watching content wherever and whenever they want at no cost. They've accepted the fact promotional content is part of their viewing experience, and therefore may more likely to watch ads through to the end.

In addition, people who stream television shows and watch other long-form video online tend to be more invested in this content than in short-form clips. Mid-roll ads work similarly to television commercials; users are used to breaks throughout programming dedicated to promotional content. However, because mid-roll ads are significantly shorter than commercial breaks, web users may be more likely to watch the former through completely, while traditional TV viewers can change the channel or walk away from the set. Unlike broadcast commercials and previews, video ads online don't give users enough time to avert their attention elsewhere without facing the risk of missing a part of the show.

Recent findings by eMarketer echoed the numbers reported in this study. The study determined more brands are incorporating investments in owned media channels into their overall content marketing strategy. In fact, quoting a study from a native ad platform, eMarketer reported roughly 73 percent of U.S. media agencies surveyed had used media channel to post brand videos.

Taking data with a grain of salt
While research findings are always encouraging, it's important to remember brand lift and product awareness aren't solely determined by factors like ad length and placement. Especially when considering completion rates, it's a good idea to look to other factors, such as brand lift, emotional response and product sales to determine the effectiveness of the brand content. This will help advertisers create the best video ad online strategy to fit into multichannel marketing initiatives.

Marketing efforts aimed at smartphone tablet users, especially in the form of video ads on mobile, is proving extremely beneficial for brands and video content publishers alike. As more people watch their favorite programming or short-form clips on mobile devices, advertisers are realizing the potential to interact with consumers on multiple channels by incorporating video and other ads on these gadgets into their overall marketing strategy.

While mobile ads were once a marginal part of brands' overall branding efforts, they're playing an increasingly important role and publishers are gaining significantly from brands' investments in these advertisements. MarketingLand recently reported the findings of a few mobile ad spending forecasts. In 2012, U.S. mobile advertising was worth $4.1 billion in 2012, according to eMarketer, while BIA/Kelsey stated the value was $3.2 billion. IDC stated the market's worth was $4.5 billion last year and will hit $7 billion in 2013. Meanwhile, eMarketer foresees mobile ads to reach $7.29 billion.

Among the top mobile ad publishers, IDC forecasts Facebook will reach $234 million in revenue, the highest among all smartphone and tablet sites. Pandora is expected to rake in $229 million and Twitter could see $117 million. These high numbers demonstrate how lucrative being able to support video and other ads on mobile sites can be for media outlets.

Capitalize on mobile video viewers
With brands expected to dedicate a substantial sum of their digital advertising budget on mobile, Ashley Eckel, director of marketing at StarStar, recently outlined several ways to effectively reach tablet and smartphone users in a post for CMSWire.

Because multi-screen content consumption is more important than ever before, advertisers need to find a way to successfully tap consumers via television, social media, online media and mobile.

"… Getting on the second screen bandwagon, no matter how you choose to do so, is only half the battle," Eckel wrote. "The manner in which you drive consumers to engage with it, the content you provide and your re-engagement strategy all play a role in sustaining second screen success."

Eckel offers the following tips to harness the attention of mobile consumers:

1. Understand what the audience needs: Work with followers' behavior rather than trying to enforce new habits upon them. Know where the most views or traffic is originating from and nurture that platform. Do viewers respond more to a certain type of ad? Great. Capitalize on it and don't force consumers to watch or interact with content that is too foreign.

2. Keep engagement intuitive​: Avoid QR codes, unmemorable text codes and other forms of calls-to-action that aren't simple and user-friendly. Instead, rely on memorable hashtags and slogans and make sure links in video and other ads are short and relevant to the brand. On-the-go audience members aren't going to remember or even devote much attention to long, complicated directions or messages. It's important to make their brand interaction experience easy, fun and worth the effort even on a small screen

3. Don't relent on mobile engagement: After spending the time and effort on an effective second screen campaign, don't let the investment go to waste by halting initiatives once the brand receives a high number of mobile viewers and followers. Continue updating ads and providing viewers with fresh, intriguing clips.

Smartphones already dominate the majority of mobile device ownership in the U.S. and other countries and, while tablet popularity has mushroomed at an incredible rate in the past two years alone. As these devices become increasingly present in households around the world, brands and publishers can't afford to exclude them from their business model. 

Last month, Nielsen gave a name to a growing trend among American consumers. Zero-TV households refer to consumer groups that rely solely on non-traditional outlets and services – like streaming sites, Smart TV apps and mobile platforms – for television content. While these users often still have actual televisions and make up less than 5 percent of the population, their consumption habits are growing more common among all viewers.

The shift away from broadcast television toward streaming services like Hulu, Netflix and HBO GO and devices like Smart TVs and gaming consoles as outlets for TV shows and films has been gradually growing more important. Recent developments – such as the technological sophistication of mobile video or the growing popularity of online-only series like House of Cards -  have given the trend even more steam, and many have taken note; video advertising online has become extremely effective for brands, ad agencies and publishers. One other group in the media mix however isn't as thrilled about the recent adoption of non-traditional viewing habits.

While the vast majority of consumers still tune in to traditional television, the significant presence and growing number of Zero-TV households is making broadcasters nervous, The Associated Press reported.

Quoting a research firm, the news service stated cable, satellite and telecoms providers reeled in only 46,000 new video customers collectively, which is a slight portion of the 974,000 new households that were created last year. In interviews, several television show viewers expressed their lack of interest in signing up with a television service, stating they rely completely on service like Netflix or Amazon Instant video, which are each less than $10 a month, or even completely on mobile devices.

As fewer people sign up for traditional television services, the number of Zero-TV households is rising, meanings video ads on mobile and online are becoming an increasingly viable option for companies leading multichannel marketing campaigns.

Advertisers are increasingly using video as a primary brand advertising vehicle.  To attract premium advertisers, it’s imperative for publishers to find and offer the best video advertising solutions that are also engaging for their viewers. To help publishers offer the best placements for advertisers, YuMe now enables its publishers to segment their video inventory based on new, advanced player targeting capabilities.

Specifically, YuMe publishers on the YFP Pro platform can now target their direct-sold campaigns based on player size, location and minimum visibility to ensure prime viewership. Details for each include:

To use this feature for campaigns, publishers simply need to update their YuMe SDK to the latest version and ensure that this feature is enabled. Publishers can then create targets for their campaigns using the targeting rules in the new Player Parameters section within the Trafficker module.

In addition to targeting, publishers can now view advanced reporting on player size, location and visibility for each campaign, irrespective of whether player targeting was used or not. Therefore, publishers can now manage and analyze their video inventory in order to command high CPMs on their best performing inventory.

YuMe has been offering its proprietary Placement Quality Index (PQI) to its premium advertisers since 2011. PQI is a sophisticated advertising technology that takes into consideration many different factors, including the new publisher player targeting capabilities, to best match ads with optimal inventory placements from YuMe’s Connected Audience Network. We are now very excited to offer the player targeting elements of PQI to publishers who use the YuMe for Publishers (YFP) Pro product.

YuMe is committed to helping its publishers maximize ad revenue from their video inventory. With the launch of publisher player targeting capabilities, we continue to push the envelope to provide the best set of tools for publishers to manage and monetize their video inventory across multiple screens.  For more information on player targeting or YFP, please visit yume.com/publishers or email publishers@yume.com.

As mobile device technology grows more sophisticated with every new major smartphone and tablet release, app developers have been quick to keep up by creating products that can be supported on multiple gadgets and satisfy consumers' evolving demand. This is increasingly important from brand advertisers, as people rely on their smartphones, tablets and laptops for a variety of daily activities, notably to access entertainment. Whether device owners are streaming content or playing a game, mobile website publishers and app creators rely on marketing investments from other companies, which make video advertising on mobile a popular choice among brands and media outlets.

Apps or mobile websites?
There has been a lot of back and forth as to whether consumers would rather use brands' mobile websites or smartphone and tablet apps. Software provider Compuware recently released a study suggesting on-the-go consumers prefer apps to websites because of the convenience and faster connection and ease of navigation the former offers. When asked what features they want from companies' mobile applications, survey respondents said they wanted easier access to product and store information, help planning their trip types (most likely for consumers browsing or purchasing travel tickets via smartphone or tablet) and the ability to communicate in real-time with a helpful company representative.

Meanwhile, a separate study from Siteworx recently found nearly 66 percent of survey respondents would rather use a retailer's website than download its app on their smartphones, according to MediaPost.

Even though it may not be clear whether apps or sites are better venues of brand communication, one thing is certain. Today, consumer brands can't thrive on the market without having a mobile presence. In addition to having a user-friendly, helpful and well-designed websites and apps for smartphones and tablets, company marketers should consider how mobile video ads complement overall branding and advertising campaigns.

March Madness media is a major moneymaker for publishers and brands alike. Television viewership soars every year during the college basketball tournament and this year the month-long event already earned the largest audience numbers in 20 years, according to Multichannel News. However, because a large portion games are aired during the day, many fans are relying on their mobile devices to watch games, check scores, view replays and skim their brackets.

With 2012 being hailed as the year of mobile, it's no surprise more than one-quarter of audience members used mobile devices as their main viewing source for the NCAA tournament last year, according to Mashable. After seeing drastic improvements in smartphone and tablet capabilities in just one year, mobile users are expected to make up an even larger portion of the viewership population.

Last year's numbers created major anticipation for video ads on mobile this year
While the tournament raked in $5.2 billion in television ad revenue from 275 broadcast sponsors over the past 10 years, the growing number of people who tune into games on their smartphones is an incredible opportunity for brands considering mobile video advertising. 

Last year, nearly 70 percent of consumers used their mobile devices while watching March Madness events, which emphasizes the need for brands to create well-rounded, effective multi-platform advertising campaigns. In addition, 20 percent used these gadgets to watch game highlights. Mashable compiled these figures from various sources, including Nielsen, Forbes, Businessweek and more.

The first days see mighty numbers
The NCAA estimated 2.6 million unique visitors watched live video using one if its apps during the first week of March Madness alone, according to MediaPost, which explains that this figure represents a 121 percent increase in audience numbers for live video since last year.

The source noted at the start of the tournament, video streaming on mobile devices increased each day. Forty-three percent of live streams on opening day – March 21 – were on mobile devices. This rate increased to 48 percent the following day, a Friday, 59 percent on Saturday and 60 percent on Sunday.

While these figures suggest mobile video ads have the potential to reach millions of consumers during events like March Madness, brands should remember regular computer screening hasn't been left out of the media platform mix.

Broadband live video viewing saw 4.2 million unique visitors, a 161 percent increase from 2012, according to Multichannel News, which means video ads online are being exposed to a massive consumer base.

Last year may have been considered the year of mobile, but as many focus on the growing capabilities and popularity of smartphones, tablets and everything in between, one trend is strengthening consumers' addiction to internet technology. Streaming is past its stage of infancy, and Netflix, Hulu, Amazon, HBO and other big names in entertainment have turned the web into a major hub for video content viewing.

Gadget makers have embraced audiences' need to access television shows, films and live events like major league games and award shows on demand. While streaming may have once been reserved for laptop screens, TV makers are constantly renovating their devices and creating new smart TVs that can support a variety of streaming apps. As companies look to increase their digital marketing budgets this year, brands and advertisers should be aware of hot new products to understand how consumers access entertainment to understand who is viewing pre-roll and other video ads online.

Here are some of the new nifty streaming-capable consoles hot on the market.

The Roku 3
The new device builds off the capabilities of its predecessors and CNET called it "the best streaming-video box yet."

While the Roku 3 doesn't look very different from previous Rokus, it features a new user interface aimed at improving browser and navigation capabilities. When users turn on their television screen and Roku, nine channels appear on the screen and moving from channel to channel is much easier than it was previously, The New York Times reports. In addition, the universal search tool lets viewers find exactly what they want quicker. The new interface will also hit older Rokus in the form of a device update.

The Roku 3 also has a faster processor and a new remote with a headset jack so users can access audio solely through headphones, bringing the TV viewing experience closer to how people watch videos on laptops and tablets.

The remote also serves a game controller.

The improved user-friendliness and viewing options will make streaming content more desirable than ever before, which expands brands' opportunities for online video advertising.

 However, the Roku 3 is not compatible with a standard audio and visual cable, which may slightly stump its adoption.

Boxee TV ads streaming from mobile devices
Boxee announced its DVR system, Boxee TV, is getting a makeover and will feature DNLA streaming, which allows users to access on-demand content from multiple devices.

Users will be able to watch video on computers and some Androids and iOS devices, TechCrunch explains. According to a recent study by Motorola, more than half of global web content consumers have downloaded or stored a TV program or film on a least one device and 76 percent expressed interest in a service that automatically loads content to their phone or tablet.

As more people access television and film content on mobile devices, DNLA streaming is growing in popularity, which means video ads on mobile may have the potential to reach millions of consumers.

Boxee TV is also adding Vudu, Wal-Mart's video streaming service. 

Crowdfunding initiative shows support for the Ouya 
Gamers and Android fans raised enough via Kickstarter to nurse Ouya's creation. The crowdfunding project raised $8 million and the company will ship out devices to those initial supporters.

Ouya recently stated it expects to have a video streaming feature when the product goes live in June or shortly after, according to Gizmag.

Julie Uhrman, Ouya's founder, said the brand is reaching out to many potential streaming partners. TechRadar presumes these services include Netflix, Hulu Plus and Amazon Instant Video.

Because the device received so much support early on, its brand loyalty will likely drive solid sales, which means video ads online are a must for companies that need to reach digital audiences.

Throw away your screen-by-screen media planning rule books. In this study we will show you how consumer behavior is changing the way you should plan to market across screens. We started this study assuming the tablet was the ultimate media consuming device. At the Guardian Mobile Business Summit in late 2012 we convened a panel of mobile industry experts from both the supply and demand side to discuss open questions in the industry about mobile advertising and the idea for this study was born.

We learned that screen type matters much less than environment and content type. We, as consumers are screen-agnostic when it comes to the content we consume, but where we are located drives a lot of what we choose to consume. Screen size is a driver in the amount of time a consumer is willing to spend consuming media, with the smartphone being the perfect compliment to stackable short session length content while on-the-go. The tablet and laptop are used more for longer session lengths at home. We are consuming more at home across all screens and are more responsive to advertising messaging in the comfort of our own homes. The tablet is more akin to the laptop than a smartphone and therefore should not be considered a “mobile” device by media planners.

Our old pre-conceptions about lean forward vs. lean back mode being tied to screen type are debunked with these results as well. On-the-go is indeed more commonly associated with lean forward and smartphones are the most used across screens while on-the-go. Tablets and laptops are used to consume more media at home than on-the-go … so labeling them a lean forward medium is simply not accurate. Lean forward is a more complex mode because it is a function of location, content, and screen. Media opportunities are not simply a function of screen; they are multi-modal functions of environment, content, and screen.

This study revealed the power of pre-roll video – showing pre-roll as a far superior ad unit type to banners for all brand metrics. Publishers – make sure you put video content on your tablets and smartphones too. Your consumers want to see it here, creating a great revenue opportunity!

Multi-screen consumer use trends are not splitting the media opportunity, they are unifying it. Through subtle but important nuances within consumer trends, we are realizing unique opportunities to reach a targeted audience in different contexts with ad units of different lengths and interaction modes. It is not all about the screen. All screens have the potential to work for the number one spot for relaxed medium consumption – the home.

For more on the results of this study, as well as a copy of the report please visit our research section.

While television was once considered a passive activity, mobile technology has since turned media consumption into a busier pastime, with consumers constantly switching from screen to screen as they watch TV programming and movies.

Mutli-screen adoption has shed light on a growing trend among consumers. Mashable describes social TV as the collaboration of technologies surrounding television that promote communication and social interaction related to video content. When consumers watch a a television show, they may discuss it via social media or begin following on of the show's network profiles.

Gartner's recent Market Trends: Second Screen Users Will Drive Social TV Activities report stated social TV improves the viewing experience and allows both content providers and brands to expand their reach, deepen engagement and explore new advertising opportunities on social networks.

"Second-screen devices such as tablets, smartphones and ultrabooks are likely to be the principal force behind social TV experiences as companion apps are increasingly written for that experience," said Michael Gartenberg, research director at Gartner. "A combination of content integration, social interaction and loyalty programs are the key activities that will make up the social TV experience."

Social media creates stronger relationships between consumer and content
According to Gartner, three trends are giving consumers a more integrative social TV experience. The first is the incredible popularity and widespread use of social media sites such as Facebook and Twitter, which allow users to communicate in real time about programming. In addition, brands and networks have capitalized on these platforms with effective social media campaigns, allowing them to approach consumers with a multi-channel mindset.

A separate study by SocialGuide and Nielsen echoed Gartner's statement, as it examined the correlation between TV ratings and Twitter. According to the findings, if a show receives an 8.5 percent increase in Twitter activity volume, its ratings among 18- to 34-year-olds are expected to go up 1 percent.

Apps and rewards programs
Gartner's second significant factor contributing to the growth of social TV is the growing adoption of smartphone and tablet apps that allow users to access additional content beyond the show on their screen. Brands should keep these apps in mind, as they may grow into a greater opportunity for video ads on mobile. 

The final trend is the increasing number of content providers offering consumers incentives programs that provide users rewards for their loyalty by either accessing more content, checking in or using specific phrasing on social media pertinent to the TV programming or ad.

With more than half of cellphone users in the United States and an even greater chunk in other countries owning smartphones, the release of a new device often receives a significant amount of attention from consumers, media outlets and brands interested in targeting mobile audiences.

Tech powerhouse Samsung introduced the Galaxy S4 last week at an event at New York's Radio City Music Hall during an event that Forbes called the tech equivalent of a Rockette show. The new device is stocked with snazzy new features and has a screen slightly larger than the Apple iPhone 5.

Smart Scroll and Smart Pause among most popular features
As expected of every new phone release, the Galaxy S4 is thinner and lighter than its predecessor and has an 5-inch full HD Active-Matrix Organic Light-Emitting Diode (AMOLED) screen, which Expert Review claimed is one of the highest-density phones on the market.

One of the gadget's more intriguing features is Samsung Smart Scroll, which enables the user to scroll browsers and emails without actually touching it. It tracks facial patterns and wrist movements to move pages up and down. 

Smart Pause also uses facial recognition technology to monitor the user's expression while watching a video. If he or she turns his or her head away from the phone screen, the video pauses. It then resumes once the user turns back to the screen. This feature presents a window of opportunity for brands and publishers already investing in or considering video advertising on mobile.

What Smart Pause means for mobile video advertising 
Consumers already rely on their mobile devices for a variety of activities, including entertainment. As smartphone capabilities constantly grow more sophisticated, people are able to watch a greater variety of content for longer periods of time on the go. Meanwhile, video ads online see positive approval ratings from consumers as well as surging interest from media outlets and marketers.

Mobile users are often in a variety of environments – many of which can be distracting – when consuming video. Even for an audience member engaged in a pre-roll video ad on his or her phone, the brand is competing with his or her surroundings for attention. However, Samsung Smart Pause, and the similar features other smartphone makers are likely to create to compete with it, could give brands the reassurance they need to understand who is watching theirs ads completely, as well as when and how.