With digital video quickly becoming a popular option for both creatives and consumers, it becomes increasingly important for those in the industry to inform themselves on the current trends taking place in the market place. To help people stay ahead of the game AOL recently conducted a study to better understand the macro & micro trends in digital video among U.S. consumers, advertisers, and publishers.
Here’s what they found:
Digital Video is Stealing the Scene:
- 83% of advertisers plan to increase their video ad spend this year — more than on any other media.
- Of the advertisers shifting spend away from broadcast/cable TV, 72% are moving it to digital video.
- Right now, more consumers are discovering online video through search (57%), social feeds (50%) and recommendations (49%) than directly on publisher websites (34%)
Innovative Formats To Watch:
- Of all the new video formats, advertisers and publishers expect 360 video (62%) to be the top revenue driver in 2017. In fact, more than half of consumers (52%) watch 360 videos once a week or more.
- Advertisers also agree that VR is on the rise, with 70% believing “there is a place for VR in the digital video marketplace.”
Give ’Em What They Want:
- 71% of consumers don’t mind ads if they are entertaining, and 67% don’t mind ads that include a product or service that is relevant to them.
- 77% of consumers would rather watch one longer ad instead of several shorter ads throughout a video.
Digital Video IS Programmatic:
- 100% of advertisers now use programmatic for digital video buys.
- 82% of advertisers expect to increase programmatic investment this year, and 90% of publishers expect to see an increase in revenue from programmatic video.
You can find the rest of the research here.