Source: FreeWheel [download page]
Notes: Premium digital video ad views continue to migrate to devices outside of desktops and laptops, per FreeWheel’s latest quarterly report, with strong growth in particular coming from smartphones, which accounted for 17% of overall views, more than double a year earlier. OTT Devices also demonstrated rapid growth year-over-year, though their 8% share was consistent with the previous quarter.
In other study results:
- Authenticated viewing accounted for 57% of long-form and live monetization for programmers (MVPDs) in Q1, more than double the 25% share from a year earlier;
- OTT devices continue to represent the second-largest share of authenticated ad views, at 19% in Q1;
- Overall video views grew by 40% year-over-year and video ad views by 43%, driven by live and long-form viewing;
- Tablets and OTT devices continue to be used primarily for long-form (20+ minutes) and live viewing, with the opposite true for desktops/laptops and smartphones; and
- Ad completion rates were almost as high for post-roll (72%) as for pre-roll (73%) videos.
Source: Leichtman Research Group (LRG)
Notes: Although the pay-TV subscriber market continues to be larger than the broadband subscriber market, that gap continues to narrow, per the latest data from LRG. The results indicate that the top broadband providers – representing roughly 94% of the market – added about 1.2 million subscribers in Q1 2015, bringing their total to 88.5 million. Cable companies had a particularly strong quarter, with a net gain of slightly more than 1 million subscribers, their largest net add since Q1 2008.
By comparison, they didn’t fare so well with pay-TV subscribers. Indeed, the top 9 cable companies shed roughly 60,000 video subscribers in Q1, though that wasn’t much worse than in Q1 2014, when they lost around 50,000. Overall, though, the top pay-TV providers (representing about 95% of the market) had a weak first quarter, adding only around 7,000 subscribers overall. That’s despite this being traditionally a strong quarter: last year, these providers added more than 250,000 video subscribers in Q1.
Indeed, the top telephone providers (+140,000) had the fewest net adds since Q4 2006, while the top DBS companies (+52,000) had the fewest of any first quarter since LRG began tracking the pay-TV market.
Notes: While TV’s share of adults’ daily media time has shrunk slightly in the past couple of years, the medium continues to pull in a disproportionately high share of ad spending, according to new eMarketer estimates. This year, TV is expected to account for 36.4% of adults’ daily major media time, while raking in slightly more than 40% of media ad dollars. And while consumption of – and ad spending on – digital video has been rising quickly, digital is expected to pull in just 4.4% of ad spend versus its 10.9% share of adults’ media consumption this year. The disparity may be related to the greater perceived influence of TV advertising; eMarketer attributes TV’s continued strength as part inertia and part concern from advertisers over digital video ad viewability and completion rates.
After spending a couple months in Swiss robot prison, the Random Darknet Shopper (RDS) is once again free to purchase random goods from the deepest corners of the Internet. The robot, originally designed as an art installation, was built to navigate the Darknet and autonomously purchase goods using Bitcoin currency. During its three-month run at Kunst Halle St Gallen art gallery in St. Gallen, Switzerland, the Shopper made a variety of purchases, most of which were completely legal. It did, however, also purchase 10 tabs of ecstasy from online retailer Agora, which is what instigated the authorities to step in. The cops confiscated the machine and the Molly. They also threatened the RDS’ creators with legal action. However, a panel of judges ruled in favor of the artists, known as the Mediengruppe Bitnik.
“In the order for withdrawal of prosecution the public prosecutor states that the possession of Ecstasy was indeed a reasonable means for the purpose of sparking public debate about questions related to the exhibition,” the duo recently wrote on their website. “The public prosecution also asserts that the over-weighing interest in the questions raised by the artwork «Random Darknet Shopper» justify the exhibition of the drugs as artefacts, even if the exhibition does hold a small risk of endangerment of third parties through the drugs exhibited.”
Millennials have made smartphones a totem of their generation. Even as smartphone penetration climbs among older consumers, millennials are the ones making the most of the device’s capabilities.
In important respects (like social networking), smartphones now surpass computers as the locus of millennials’ digital lives. But the phone’s degree of importance to them is not uniform across all digital activities, with transaction of purchases among the laggards, according to a new eMarketer report, “Millennials and Their Smartphones: How Many Have Them and What They Do with Them.”
It is increasingly common to see millennials with smartphone in hand as they navigate a store, or using it to conduct research before getting there. Learning! what su its them and what does not, they have integrated the phone into some aspects of their shopping while (so far) omitting it from others.
Adults in the US will spend an average of 5 hours, 31 minutes watching video each day this year, according to new figures from eMarketer, and digital video viewing across devices is driving growth. In 2011, time spent with video on digital devices—PCs, mobile devices and other connected devices including over-the-top (OTT) and game consoles—totaled 21 minutes daily. This year, US adults will spend an average of 1 hour, 16 minutes each day with video on digital devices.
Meanwhile, the average time US adults spent watching video programming on televisions totaled 4 hours, 35 minutes in 2011 and will decline to 4 hours, 15 minutes in 2015. In total, time spent with video on all devices is up from 4 hours, 56 minutes in 2011.
“The increas! e in ove rall screen time highlights the complexity of today’s media ecosystem,” said Paul Verna, senior analyst at eMarketer. “While so much debate has centered on a supposed tug-of-war between TV and digital video, the reality is that digital video is growing not at the expense of TV, but because video content is more popular than ever. We might spend less time watching on the main screen, but we’re no less interested in TV programming, and in fact, we seek out more of it every year.”
Shoppers want retailers to provide a personalized experience across channels, and November 2014 research by IPG Media Lab and Yahoo found that personalized ads boosted brand favorability and purchase intent among the more than 5,000 US internet users ages 16 and older polled.
Location-based ads were the most effective at improving brand favorability; 55% of respondents exposed to such placements were favorable to the brand. Across all ad types studied by IPG and Yahoo, including those based on social media sites accessed! , search activity and past purchases, at least half of respondents said personalization made them think more positively about a brand, vs. 46% who said the same about standard ads with no personalization.
Meanwhile, ads based on social media sites accessed had the biggest influence on purchase intent, with just under half of respondents saying so. Around four in 10 said the same about location, search and past purchase ads, compared with 36% who said standard placements lifted intent to buy.
Results from December 2014 polling by the e-tailing group for MyBuys support the idea that personalized ads boost intent to purchase. Fully 52% of US digital buyers said they were more likely to engage or purchase from a new brand when they saw online ads for products they were interested in based on browsing or buying behavior, and just under half (49%) said they bought more from retailers that personalized online ads promoting offers and products from websites they visited. One-third said they bought more from retailers that served such ads on social.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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