Over 81% of the US Viewed Online Video - November 2013

comScore, Inc. released data from the comScore Video Metrix service showing that 189.2 million Americans watched 47.1 billion online content videos in November, while the number of video ad views totaled 26.8 billion. 

Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in November with 163.5 million unique viewers. AOL, Inc. ranked #2 with 73 million viewers, followed by Facebook with 66.2 million, NDN with 51 million and Yahoo Sites with 45.8 million. More than 47.1 billion video content views occurred during the month, with Google Sites generating the highest number at 14.7 billion, followed by AOL, Inc. with 1.3 billion and Facebook with 1.2 billion. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)*	Minutes per Viewer
Total Internet : Total Audience	189,178	47,148,046	1,177.3
Google Sites	163,504	14,737,686	387.9
AOL, Inc.	73,022	1,339,830	70.2
Facebook	66,194	1,233,234	28.1
NDN	51,039	576,699	78.0
Yahoo Sites	45,833	343,751	62.0
VEVO	43,696	649,705	47.8
Amazon Sites	42,204	182,511	19.6
Microsoft Sites	40,264	653,773	41.1
Vimeo	35,087	132,145	29.1
Turner Digital	30,616	248,230	39.2

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream. Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed nearly 26.8 billion video ads in November, with AOL, Inc. maintaining the #1 position with 4 billion ad impressions. Google Sites came in second with 3.6 billion ads, followed by LiveRail.com with 3.1 billion, BrightRoll Platform with 2.7 billion and SpotXchange Video Ad Marketplace with 2.4 billion. Time spent watching video ads totaled 10.2 billion minutes, with AOL, Inc. delivering the highest duration of video ads at 1.8 billion minutes. Video ads reached 55.8 percent of the total U.S. population an average of 155 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 89.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included)
Property	Video Ads (000)	Total Ad Minutes (MM)	Frequency (Ads per Viewer)	% Reach Total U.S. Population
Total Internet : Total Audience	26,757,722	10,234	154.6	55.8
AOL, Inc. (including Adap.tv)	3,999,297	1,815	24.7	52.2
Google Sites	3,643,330	365	31.7	37.0
LIVERAIL.COM†	3,054,165	1,287	19.0	51.8
BrightRoll Platform**†	2,683,286	1,268	15.9	54.4
SpotXchange Video Ad Marketplace†	2,377,879	804	18.9	40.7
Specific Media**	2,179,024	882	13.7	51.3
TubeMogul Video Ad Platform†	2,094,286	642	17.5	38.5
Hulu	1,419,197	572	88.7	5.2
Tremor Video**	1,133,362	526	10.8	33.7
Videology†	784,752	354	8.4	30.2

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers
The November 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 42.6 million viewers. Fullscreen held onto the #2 spot with 30.5 million unique viewers, followed by Maker Studios Inc. with 27.4 million, Warner Music with 25.3 million, and ZEFR with 23.4 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (71 minutes per viewer), followed by VEVO (48 minutes per viewer). VEVO streamed the greatest number of videos (639 million), followed by Maker Studios Inc. (527 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)	Minutes per Viewer
VEVO @ YouTube	42,621	638,583	48.0
Fullscreen @ YouTube	30,509	354,729	37.7
Maker Studios Inc. @ YouTube	27,384	526,502	71.4
Warner Music @ YouTube	25,273	157,061	18.5
ZEFR @ YouTube	23,371	112,745	13.3
warnerbros vfp @ YouTube	20,824	64,893	5.4
The Orchard @ YouTube	19,874	82,318	11.4
rumblefish @ YouTube	18,517	47,816	6.9
UMG @ YouTube	18,102	68,245	10.4
Disney Online @ YouTube	15,913	65,344	5.2

Other findings include:

• 87.1 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 4.7 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 36.2 percent of all videos viewed and 4.4 percent of all minutes spent viewing video online.

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Mobile Video Viewing More Than Doubles [study]

Mobile and tablet share of online video views increased 133 percent between September 2012 and September 2013, according to a new report from Ooyala.

Younger generations are increasingly watching TV and videos on mobile devices, away from their living rooms. As tablet TV, mobile media and second-screen viewing continues to grow, media publishers must strategize to reach connected audiences on all screens.

Getting your message to audiences across all devices is no longer a nice-to-have, it's imperative.

IDC says tablets will out ship PCs by the end of 2015. A large percentage of the phones and generally all tablets connect to fast networks and have great video capabilities that make video viewing a natural case, especially among younger demographics who are increasingly not buying into traditional TV packages.

Consumers view mobile
Ooyala's "Q3 2013 Global Video Index" reported findings from nearly 200 million unique monthly viewers in 130 countries.

Mobile, tablet and video viewing helps brands and retailers sell products, according to Ooyala video publishers include Bloomberg, ESPN and Sephora.

Mobile video advertising is increasingly a significant part of brands' mobile strategies, given that mobile video views continue to grow rapidly and ad offerings also are improving.

Research has shown for years that people are much more likely to purchase an item after watching video. It's time people stopped thinking less about one-to-many 'broadcast blast' advertising, and more about better understanding how their audience interacts with content and ads across all devices. Ooyala's data provides that insight."


Ooyala report

Live video dominates
According to the Ooyala report, tablet and mobile video plays increased 74 percent since January.
Live video drove higher viewer engagement than video-on-demand. Tablet video viewers watched live video twice as long as on-demand media.

Live linear streaming, breaking news, live sports and special events online especially attract viewers. Fifteen percent of all streamed video in Q3 was streamed to tablets and mobile devices, which was a new record.

Mobile and tablet video viewing is expected to continue growing in 2014. Mobile video viewing is growing in popularity. Primarily because you can do it on your own schedule, in your down time, on commutes, wherever. But other factors play into it — social network triggers for viewing a piece of shared content are often seen on your phone or tablet first.

There is a lot of content you simply only have access to via mobile or tablet apps. International and collegiate sports are another example of content that can be impossible or expensive to find on your TV but are provided via an app experience powered by companies like Ooyala.

Video viewers spent about 60 percent of their time watching premium, long-form content, according to the report. Mobile retailers can learn from that information to serve consumers relevant videos.
They need to be sophisticated about how they approach ad campaigns. Ads can now be matched much more accurately to content and individual viewers that are increasingly out of the home.

Long-form video advances
Other key findings from the report include viewership of long-form, premium streaming media on all connected screens is growing. Tablet TV viewers spend 25 percent of their viewing time watching videos, which were 60 minutes or longer.

Mobile video viewers spent 57 percent of their total viewing time watching videos longer than 10 minutes in Q3. More than 20 percent of mobile video viewing time was spent streaming content more than one hour long.-MobileMarketer

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Executives Say Live Video Is Effective For Business [study]

Ustream and Wainhouse Research, have published research that shows 6 in 10 executives watch live online video for use in business communications, such as employee meetings, workplace training sessions, or online video to connect directly with prospects and customers. Executives are leveraging online video to disseminate their messages to global audiences.

Online Video Effective Business Communication

There were 1,007 executives that took a survey about online video and business. Of those executives, 78% said online video is effective for business communications.



The more senior the executive, the more important they thought it was. For example, 65% of C-level execs think it effective for business communications, 45% in upper management positions, 33% in mid-management and just 15% in associate level positions.

Live Video Tops On-Demand

Ustream and Wainhouse say that 72% of those surveyed prefer live video to on-demand for business communications. Live is more interesting and more effective versus on-demand, which would be more of a reference medium for archival purposes and not as effective in disseminating information in a timely fashion. Download the report.

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YouTube Releases Top 2013 Online Videos

Here are the top trending and music videos for 2013:

Top Trending Videos for 2013
1. Ylvis - "The Fox (What Does the Fox Say?)" by tvnorge
2. "Harlem Shake (original army edition)" by kennethaakonsen
3. "How Animals Eat Their Food" | MisterEpicMann by MisterEpicMann
4. "Miley Cyrus - Wrecking Ball (Chatroulette Version)" by SteveKardynal
5. "baby&me / the new evian film" by EvianBabies
6. Volvo Trucks - "The Epic Split feat. Van Damme" by VolvoTrucks
7. "YOLO (feat. Adam Levine & Kendrick Lamar)" by thelonelyisland
8. "Telekinetic Coffee Shop Surprise" by CarrieNYC
9. "THE NFL : A Bad Lip Reading" by BadLipReading
10. "Mozart vs Skrillex. Epic Rap Battles of History Season 2" by ERB

Top Music Videos for 2013
1. PSY - "GENTLEMAN M/V" by officialpsy
2. Miley Cyrus - "Wrecking Ball" by MileyCyrusVEVO
3. Miley Cyrus - "We Can't Stop" by MileyCyrusVEVO
4. Katy Perry - "Roar (Official)" by KatyPerryVEVO
5. P!nk - "Just Give Me A Reason ft. Nate Ruess" by PinkVEVO
6. Robin Thicke - "Blurred Lines ft. T.I., Pharrell" by RobinThickeVEVO
7. Rihanna - "Stay ft. Mikky Ekko" by RihannaVEVO
8. Naughty Boy - "La La La ft. Sam Smith" by NaughtyBoyVEVO
9. Selena Gomez - "Come & Get It" by SelenaGomezVEVO
10. Avicii - "Wake Me Up (Official Video)" by AviciiOfficialVEVO
... see even more top music videos.

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50% Say YouTube Videos Have Influenced A Purchase Decision

While social media may not be a significant direct referrer of traffic to e-commerce websites, it does have an influence on product discovery and purchase decisions, according to a pair of studies. Walker Sands’ “2014 Future of Retail Study” finds that almost 1 in 5 consumers claim to have discovered a product through Pinterest, while YouTube videos have influenced a purchase at least once for 53% of respondents. A survey from Social Media Link, meanwhile, indicates that about 2 in 3 social media users trust the product and service recommendations they find on Facebook.

That’s a slightly higher percentage than trust blogs (63%), retail websites (63%), Pinterest (56%) and YouTube (51%), though it’s unclear whether or not those results are confined to users of each channel.

Reports, such as this one, have shown that engagement with brands on social media is rising, and the study indicates that 3 in 5 respondents engage with brands on social media, with almost all of those (55% overall) doing so on Facebook. More claim to have engaged with brands on Twitter (21%) than on Pinterest (10%), a result which may reflect greater adoption of the former platform.

The study also demonstrates that the most common reason why consumers interact with brands on social media is for coupons and promotions (78%), ahead of discovering the latest news and products from brands (65%), receiving customer support (24%) and to see what others are buying (19%). That’s not surprising given recent survey results indicating that for Facebook users, discounts and promotions are the most appealing brand posts.

About the Data: The Walker Sands’ 2014 Future of Retail study surveyed 1,046 consumers across the U.S. on their spending behaviors in the past year, and preferences for future spending.
The Social Media Link data is based on 10,337 survey respondents from Smiley360′s National influencer community in October 2013.

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Top 10 Online Video Ads - November 2013

Check out these top ten global video ads from Unruly.

1. Volvo Trucks: 2,692,543 shares



2. Show Your Joe: 1,439,419 shares


3. John Lewis Christmas 2013: 907,088 shares


4. Google Search: Reunion: 872,300 shares


5. A Maldiceo de Chucky: 833,008 shares


6. Need For Speed: 787,386 shares


7. Jingle Hoops: 394,361 shares


8. Som Sabadell Flashmob: 289,463 shares


9. Homeless Veteran Timelapse: 258,909 shares



10. Por Que Trazer Uma Crianca a Este Mundo?: 249,025 shares



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YouTube Analytics Adds Group Segmentation

Now you can add Groups which allow you to view aggregate data of the videos or channels in a group which can help you analyze performance in an organized way. For example, you can create groups based on a common topic or type of video as well as by geography or the recency of the upload. You can see groups data for all the reports available in YouTube Analytics.

A YouTube Analytics Group is a custom collection of up to 200 channels or videos which you can put together from all your video content.

Group types

The types of groups you can create depends on your set-up:
A channel owner can create video groups from claimed and uploaded video content.
A Multi-Channel-Network can also create channel groups from the channels managed.
You will see which groups are available to you in the groups editor.

Group visibility

In addition to the groups you create yourself, you can also browse the groups others who have access to your YouTube Analytics account have set up. You’ll be able to see data for all of these groups and have the ability to copy and edit others’ groups for further customization. Similarly, your groups will be visible to everyone who has access to the same YouTube or CMS account as you. Others are able to query data for your groups, but can only copy (not edit) your groups.

How to set up YouTube Analytics Groups and learn more.

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Why Video Marketing Adoption Continues To Grow [survey]

More than 80% of marketers use videos on their own websites

In recent years, the costs of video production have dropped tremendously thanks to digital technology, while the barriers to distributing video content have also fallen, owing to the internet. Those two factors have likely hastened the adoption of video marketing, which is now near-ubiquitous among US senior marketing professionals, according to a survey conducted during Q2 2013 and Q3 2013 by the Web Video Marketing Council, ReelSEO and Flimp Media.

The poll found that 93% of marketers had used video for online marketing, sales or communications purposes at some point during 2013, up from 81% in 2012. Another 3% said they had not used video in 2013 but were considering doing so.



The growing importance of digital video marketing is also reflected in the number of dollars marketing professionals are allocating to the channel. The poll found that 70.5% of respondents expected their outlays for video to increase in 2013 over the previous year, while 14.6% indicated that budgets would remain static. Just 1.3% foresaw a drop in video marketing budgets for the year.



Marketers are also taking advantage of a number of content delivery platforms in order to get their videos in front of an audience. While the website was the most popular destination for video content, used by nearly 84% of respondents, almost two-thirds tapped YouTube to post videos. Social media platforms were employed by close to 62% of respondents, while around 60% of those polled sent videos via email.



The report also found that user-generated videos were contributing to the increasing number of overall videos produced and disseminated on sharing sites and social media platforms. But it concluded that these types of videos were less effective as marketing tools than professionally produced videos with higher production values.

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Ten Most Shared Video Ads - 2013

1.Dove: Real Beauty Sketches


2. GEICO: Hump Day

3. Evian: Baby & Me


4. Kmart: Ship My Pants

5. Cornetto: Yalin

6. Budweiser: Brotherhood

7. Pepsi Max: Test Drive

8. MGM/Carrie: Telekinetic Coffee Shop Surprise

9. Ram Trucks (Chrysler): Farmer

10. Volvo: The Epic Split feat. Van Damme

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Why Red Bull, Victoria’s Secret and BlendTec Are Getting Video Content Right

Producing content on a regular basis helps brands succeed with earned media.

It's wise to also invest in content that has a strong storytelling component.The key to winning on YouTube with earned media is a mixture of quality and quantity. A mix of paid, earned and owned media is what makes a brand efficient on YouTube YouTube's New Mobile Ad Unit
This week YouTube rolled out a new mobile version of its homepage takeover ad, which is a popular ad spot on desktop.

The ads appear as a regular video at the top of the page within the “What to Watch” section in YouTube’s apps. With 40 percent of traffic coming from mobile, Google is looking to help monetize some of its content with more compelling advertising units than banner advertisements.

As marketers look to move away from banner ads, YouTube’s new mobile ad unit also points to the rise in native forms of advertising that publishers are embracing to reach consumers through their mobile devices where they are spending a substantial amount of time watching videos.

These new paid ads give marketers guaranteed reach, but could also be easily be skimmed over as consumers scroll through videos.

YouTube also offers mobile pre-roll video ad placements that play before content. However, consumers have become accustomed to skipping these kinds of ads.

Brands need to focus on creating entertaining, intriguing, and useful content aligned to the audience's interests. Then distribute that content across all channels.

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Video - Key Component of 2014 Ad Budgets

Marketers to increase social video ad placements

Digital video viewing is mainstream, and eMarketer estimates that 182.5 million people in the US, or 75% of all internet users, will view digital videos this year, and video advertising spending will increase by more than 40% in 2013 as well.

Video viewership and social sharing are closely intertwined; for example, an April 2013 blinkx survey conducted by Harris Interactive found that more than 40% of social network users watch TV or online video and simultaneously discuss content with their friends&mdashthe percentage was even higher among respondents ages 18 to 34, 14% of whom said they “always/often” do so.

Despite the connection between social network users and video content, social video advertising is still nascent. According to “Demystified: Video Advertising on Social Networks,” an August 2013 study from Mixpo, 8.5% of agency executives said they were underperforming on social video advertising, and none of the respondents said they were experts in the medium, according to the report.



Advertisers’ admitted lack of sophistication doesn’t mean they aren’t testing and experimenting. According to the Mixpo report, nearly 70% of agency executives planned to advertise on YouTube in 2014, while nearly one-quarter expect to run video ads on Twitter and about one in seven on LinkedIn. Though video advertising as Mixpo defines it doesn’t yet exist on Facebook, Instagram or Vine, nearly half of respondents to the survey said they would work video ads into their Facebook marketing mix if given the opportunity.



For social network users, identifying paid advertising and owned content marketing is often a blurry line. Mixpo’s definition of video advertising excludes branded video posts on social sites, but it doesn’t denote whether it refers to sponsored video posts, which are likely to be the types of paid video ads that will first find their way into Facebook, Instagram and Vine, given the networks’ respective user interfaces (and opportunities in mobile). Notably, Unisphere Research found in an August 2013 survey that nearly 60% of marketers would like to increase their video content in social networks&mdashmore than any other content category.



Social network advertising is unique because it requires marketers to fit in context with content rather than standing out from what the user is viewing, as a television or digital video programming advertisement is designed to do. As a result, sponsored video content may in turn be the most suitable way for advertisers to integrate and ingratiate themselves within social network users’ information feeds.

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Brands Up Video Ad Budgets by 65%

Following customers as they wander off from their television sets, big brand advertisers are starting to divert TV ad budgets to online video–or at least they intend to.

That’s one of the most interesting findings in video ad exchange Adap.TV’s semiannual “State of the Video Industry” report conducted with the digital media site Digiday. Of course, it would be fair to assume that Adap.TV, which was acquired by AOL in August for $405 million and recently helped AOL AOL -3.34% unseat Google GOOG -1.45% as the biggest seller of video ads online, would be seeing trends like this perhaps more than a disinterested party. But it polled some 900 ad agencies, advertisers, ad networks, and publishers, so it’s worth paying attention to.

Not surprisingly, the study found that video ads are exploding, thanks in part to automated technologies to make the buying process faster and easier as well as a jump in the amount of live and on-demand content coming to all screens. This year, brands upped their video ad budgets by 65% from 2012. Some 86% of brands and 91% of agencies expect to spend more on them next year.

The study found that 31% of brands see video ad budgets coming from broadcast TV, 13% from cable TV. Display, which to date has been the main target and may well continue to be for years to come, was cited by 30% of brands. “People aren’t watching reliably in front of their TV screens anymore,” instead watching on multiple screens, Adap.TV Chief Marketing Officer Kara Weber said in an interview. “It’s shifting how brands are looking to reach consumers.”

Throw agencies, which constitute the largest segment polled at 43% of respondents, into the mix with brands, and the percentages change considerably. So it’s probably risky to extrapolate the results of this study to actual budgets shifts. Some 21% of agencies and brands together see budgets coming from broadcast, 11% citing cable. Instead, brands agencies overall saw big increases in budgets coming from out-of-home advertising such as billboards and search advertising. Brands see very little shift to online video coming from search because they view search ads as a good way to drive more people to their online video.

Only 3% of brands and agencies taken together cited display, which seems odd. However, Weber said that’s likely the result of agencies still being organized with separate TV and digital operations, so budgets don’t flow freely between the operations.

All that said, Adap.TV cautions that any change won’t be large or quick:

Looking still more closely at how much broadcast budgets could shift in the coming year, it’s important to note that this year 42 percent of all video advertising buyers said there had been no change in their broadcast spending whatsoever. So, while they say a change is likely in 2014, it may not necessarily come to fruition. Furthermore, the largest group of buyers says the decline was 10 percent or less of their broadcast budgets. These numbers will continue to fluctuate as buyers examine their efforts in TV, digital and mobile video, and how that translates into a media mix that adapts with the rapidly converging nature of those worlds.

Another big trend is the way these video ads are bought–via automated buying known as programmatic. “In just the past two years, brand patronage of programmatic video channels such as exchanges and DSPs has roughly doubled, as direct to publisher purchases have declined by 15 percent,” the report says. A lot more advertisers and agencies are also buying mobile ads than they were three years ago.

But there remains at least one big obstacle to the movement of TV ad budgets to online video: a lack of universal metrics for determining how the reach, targeting, and performance of video ads. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the study says. “Yet some 65 percent of brands and 70 percent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” - Robert Hof, Forbes

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Top 10 Online Video Ads - October 2013

Check out these top ten video ads from Unruly.

1. Telekinetic Coffee Shop Surprise, 2,032,635 shares



2. Virgin America Safety Video, 362,725 shares


3. Girls Don't Poop, 324,509


4. Halloween Treats Gone Wrong, 246,057


5.Geico Hump Day camel Commercial, 196,733 shares


6. Pepsi Max & Kyrie Irving Present, 176,090 shares


7. Samsung Galaxy Note 3 + Gear, 143,009 shares


8.Official Call of Duty®: Ghosts Live-Action Trailer, 131,786 shares


9. Official PlayStation 4 Perfect Day Commercial, 128,360 shares



10. Dumb Ways to Die, 123,998 shares



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US Mobile Video Viewers Happy to Watch Long-Form Content

While research shows that most online video views are reserved for short-form content, a new survey suggests that mobile video viewers aren’t deterred by small screens, and are quite happy to watch TV shows and movies on their devices.

The survey, conducted by Vuclip among 455 mobile video viewers in the US (primarily male youth), found roughly 8 in 10 saying they would watch their favorite TV serial on their phone were it available. An even greater proportion (88%) would watch their favorite movies on the proverbial second screen.


Asked which of 4 options they would prefer given 2 hours to watch video on their mobile phone, a plurality 47% of respondents chose the option to watch a single movie, with 8% saying they would watch 4 serial TV episodes. By comparison, 25% would watch multiple short movie scenes, and 20% would watch multiple song clips.

The results suggest a burgeoning market for OTT service providers such as Netflix and Hulu Plus, but also means that pay-TV providers stand to benefit from increased awareness of “TV Everywhere” options.

Meanwhile, the Vuclip survey finds that video buffers are US respondents’ biggest concern with watching longer videos on their phones, ahead of other concerns such as lack of content availability and cost. Recent data from Akamai suggests that online video viewers have more patience for pre-roll ads than they do for slow-loading content.

About the Data: The survey was conducted between September 24 and October 1.-MarketingCharts

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Programmatic Buying Drives More Advanced Targeting In Video Campaigns

The explosive growth in programmatic buying is driving a rapid increase in advanced targeting in video ads. The number of ads with more precise audience insight targeting rose 19% quarter over quarter, according to a Videology report  analyzing more than 2.7 million online impressions run through its platform in the third quarter.

In addtion to the quarterly growth Videology saw, advanced targeted has risen year over year. About two-thirds of online video campaigns that Videology runs now include advanced targeting beyond age and gender such as purchase behavior, up from one-third a year ago  according to a Beet.TV report.

Of the ads that included advanced targeting, Videology said about 54% were targeted based on behavior, about 38% on geography and 8% on daypart. Videology also studied specific performance in a case study for auto ads and found that consumers exposed to geographically targeted auto ads were 50% to 60% more likely to purchase that car versus a control group. What’s more, when purchase behavior data was added, the likelihood of buying rose by 160%.

This use of sophisticated targeting should keep growing, thanks to the boon in audience-based buying. Earlier this year, Forrester said that real-time buying accounted for about 25% of online video ad spend, or about $1.14 billion, up from $686 million the year before.

Consumer packaged goods continues to be the dominant segment in online video spending, with a 36% video ad share. The number of telecom ads in the third quarter doubled, representing a growing category, Videology said.-MediaPost

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Brands Shift Ad Dollars to Online Video

The growth of online video advertising over the past few years has been tremendous. Users are increasingly going online to access content previously only available to them through cable or broadcast television, leading advertisers to chase those eyeballs on the web.

An October 2013 survey from Adap.tv and Digiday polled digital and marketing professionals to get a bead on the state of the video ad industry. They found that online advertising budgets were most often growing at the expense of TV broadcast budgets, according to brands. In fact, 31% of brands that responded were planning to shift their advertising budgets away from broadcast television and into online video, while 30% planned to take money away from display advertising for online video. That represents a significant change since 2012, when brands were pulling dollars from display or print, but less so from television budgets.



Both brands and agencies had similar approaches to buying online video ad inventory. Three-quarters of brands purchased inventory from an ad network, making it the most popular source for those companies. Eighty-six percent of ad agencies bought inventory direct from a publisher, making them the top choice for ad space. But ad networks were almost on par with publishers—85% of agencies said they used them to purchase inventory. The survey also found that programmatic ad buying by both brands and agencies had more than doubled between 2011 and 2013.



While interest in programmatic video ad buying is growing, the number of agencies and brands who have participated in it remains low. But both seem to have the understanding that programmatic ad purchasing channels can offer premium ad inventory. In fact, almost half of agencies and nearly 45% of brands believed premium advertising was available through programmatic environments. Still, programmatic buying has yet to become a tool regularly employed by ad buyers. Nearly one-third of agencies and almost one-quarter of brands said they were unfamiliar with programmatic ad buying techniques.-eMarketer

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