Slightly greater ad reach achieved during the weekend
Compared
to TV advertisers, digital video advertisers have a much smaller window
of opportunity for captivating viewers. For one, consumers still
average a far greater number of minutes watching TV than digital video.
March 2012 data from Nielsen
found US media users averaged 4 hours and 47 minutes watching TV that
month vs. roughly 10 minutes of online and mobile video, respectively.
Within this shortened timeframe, advertising opportunities account for a sliver of all time spent watching digital video&mash;just 1.5% of total time spent watching online video, according to comScore.
Fortunately for digital video marketers, a VideoHub
study offered insight into the times of day and days of week
advertisers could find the most success reaching and resonating with
video viewers.
According to the findings from the video operating system for brand marketers, publishers and agencies, the hours of 11am to 6pm each saw a slightly greater share of US digital video streams across the VideoHub network. This was unsurprising considering that during these typical work hours, mobile and desktop devices are the primary viewing screens for most consumers.
Though advertisers may have a greater chance of reaching digital
video viewers during work hours, users were less likely to view video
ads to completion during this timeframe, nor were they apt to do so
during the early morning hours. VideoHub saw the greatest indices for
video ad completions online and on mobile devices from 9pm to 1am,
pointing to greater video ad viewing during the late evening hours, when
viewers may likely be streaming longer-form content such as primetime
TV shows.
Just as time of day affects digital video ad completion rate, day of
week affects audience reach. For those digital video marketers hoping to
maximize audience reach, Friday through Sunday could prove the best
days to do so. Though both online and mobile video ads followed
relatively similar daily reach patterns, mobile video ads saw a slightly
greater percentage of total audience reach on the weekend, with
Saturday (15.5%) slightly edging out Sunday (15.3%). Even still, the
overall reach for both mobile and online video ads was relatively
distributed across all seven days, painting a picture of consistency by
digital video viewers.
VideoHub noted these reach percentages shifted slightly toward the
beginning of the week during March 2012, attributed to TV’s relaunch of
season premiers during that month.-eMarketer
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VMakers - The easy way to create, manage and market your videos.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com
Within this shortened timeframe, advertising opportunities account for a sliver of all time spent watching digital video&mash;just 1.5% of total time spent watching online video, according to comScore.
According to the findings from the video operating system for brand marketers, publishers and agencies, the hours of 11am to 6pm each saw a slightly greater share of US digital video streams across the VideoHub network. This was unsurprising considering that during these typical work hours, mobile and desktop devices are the primary viewing screens for most consumers.
No time? No video expertise? Not sure where to start?
Call Jeff at 888-712-8211 today!
Sign Up FREE
VMakers - The easy way to create, manage and market your videos.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com
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