Greg Bobolo expects these trends to emerge in the rapidly growing and evolving domain of short-form digital video during 2015, as written in his blog post,åÊ"5 digital video trends to watch in 2015," for The Innovative Advertising Solutions Blog.
Huge growth in digital video to continue
"An estimated 85% of Internet users regularly watch video. For the first time, 2014 saw digital video advertising spend nearly matched to television spending. Revenue growth will continue in 2015. Video and social networks will capture the lionÛªs share of growth in digital media advertising expenditures, which is set to top $72 billion by 2017.
For marketers, the ability to target specific consumers was the No. 1 advantage of digital video advertising further driving the growth in 2015," Bobolo writes.
Viewability and cleaning up shop
"Transparency matters. $50 billion will be spent in online advertising this year, and roughly 35–40% of all Internet traffic is fake. Brands and agencies are demanding transparency, and they should. Rigorous monitoring of CTR and the deployment of tracking pixels will provide a degree of transparency that gives marketers the tools to avoid paying for clicks and views not within specified target and buy parameters."
"Additionally, top-shelf brands simply wonÛªt pay for video players submerged way below the fold, thousands of pixels down the page, on mute, and running on auto play. The battle against bot-generated impressions and click fraud will continue with increased vigor," he predicts. Marketers are demanding much greater viewability.
AudienceSCAN finds that 57% of U.S. adults have used the Internet to watch a video in the past 30 days. Furthermore, 12% have watched a video about a product they're considering buying on their smartphones. 52% of online video watchers are women.
26% of online video watchers are between the ages of 25 and 34. 16% have teenagers at home. This audience enjoys playing video games (44%) and photography (29%). For sport, you can find video viewers taking a break from the web for some weightlifting (21%). They respond well to social-network postings (like Facebook, Twitter, Pinterest, etc.) because 40% started an online search after seeing a post.
Online video watchers are 34% more likely than average to be planning to pay for college in the next 12 months. Besides planning trips to theme parks (31%) and museums (30%), they're also plotting their next perfume purchase (33%).
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.