Video is a key tool for boosting brand equity and the latest online video tips for content prove the impact that longform video content has on web marketing effectiveness. The key takeout from new research? Don’t stop you’re online video at 30 seconds. Here’s why…
Long-form video content is the most friendly environment for digital advertisers, according to a new report from FreeWheel.
The number of video ads in long-form digital programming grew by one-third, quarter over quarter.
The ads-per-average long-form video jumped from three to eight over a one-year period even while users loaded more long-form content.
Total ad views for all lengths of content were up 68% year-over-year and the acceptance rate by viewers is on the rise.
The advertiser demand for ad placements in professional digital video content is growing so rapidly that for the second consecutive quarter its growth outpaced the growth of video viewing.
The market for video advertising continues to expand at a faster rate than the viewing of content
Video ad loads in long-form content (20+ minutes) and mid-form content (5-20 minutes) continue to increase, inching closer to broadcast television
Despite increased video ad loads, video ad completion rates for all content lengths increased since Q1 2012
Video content is increasingly consumed outside the confines of the PC/Mac environment. Video views from devices such as smartphones, tablets, and gaming consoles topped one billion in Q2 2012, doubling since Q1 2012
That increase is particularly promising as it underscores the monetization opportunities inherent in long-form, premium video content.
Even with the addition of more ads, consumers are still watching all the way through most of the time.
Completion rates for long-form content are the highest they’ve been since 2010, clocking in at 91%, she says.
FreeWheel also found that video viewing across devices has leapt quarter over quarter, with 8% of video viewing now taking place on smartphones, tablets, gaming consoles and other non-PC devices, up from 4% in the first quarter.
JoAnna Abel, VP of Marketing at FreeWheel was interviewed by Beet.TV to discuss the report (below)
The FreeWheel report aggregates usage data for its clients, a roster of content providers that includes NBCUniversal, CBS, Fox, Turner Entertainment, Discovery Communications, A+E Networks and Univision Interactive Media.
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