Branded Video Conversion Rates 91% Higher in Q4 of 2012 - Page 2
Note: In a relevant report dated February 6, 2013 (Cisco Visual Networking Index) Cisco Report, Cisco analysts predict that "video will make up 66% of the world's mobile data traffic," by 2016.
According to Oolaya, marketers would be wise to consider more mid-roll advertising to maximize revenue potential created by the upcoming shift from an online video experience to a more engaged online television experience.
"Savvy video publishers will create device-specific ad strategies based on audience behavior. For mobile videos, consider adding more pre-roll ads and inserting your mid-roll advertising earlier in the video to maximize ad views and revenue," the report says.
Further analysis of viewer behavior and engagement by device yields some interesting numbers: Mobile viewers increased in Q4, but they were the least-engaged group, with the highest numbers going to those watching on connected televisions and gaming consoles. According to the report, larger screens and a “lean back” viewing mentality led to more engaged video viewers on tablets and Connected TV & Gaming Consoles. Smaller screens and more distractions impacted viewing times and engagement on mobile phones. This is true for any length programming.
Lepe says, "In order for 'online video' to fully transition to 'online television,' media and technology companies must work together to find common ground in this new media landscape." Advertisers should take note because, "Viewers who watch a product video online are up to 85% more likely* to make a purchase."
The report measured the viewing habits of over 200 million unique viewers in 130 countries per month. The company claims that one in four Americans are watching video on an Ooyala player and that more than 1/2 their traffic comes from outside of the United States.
The report's data is limited to the viewing habits of their client publishers and not the internet overall, however, their position is that the sample footprint is large enough to have relevance to overall internet behavior. The data sample used in this report covers 2012, from January 1 through December 31. All data was taken from an anonymous cross-section of Ooyala’s global customer and partner database—an array of broadcasters, studios, cable operators, print publications, online media companies and consumer brands. These firms broadcast video to over 130 different countries from more than 6,000 unique domains. Nearly 200 million unique viewers watch an Ooyala-powered video every month. This data sample is not intended to represent the entire Internet, or all online video viewers.
The full report is available from Oolaya 2012 Online Video Index