Growing Online Video Audience Shows Seasonal, Time-of-Day Preferences
Online video is a small but rapidly growing part of the entertainment universe. The chief concerns of marketers who buy ads in this format center around whether their ads are visible and how the audience compares to traditional TV viewers. VideoHub has released the latest report in its series on this topic.
As a key player in the online video marketplace with data on 3.5 billion video views per quarter, VideoHub’s data can show readers what’s trending in the world of online video. The analysts say that 88% of ads which streamed in the first part of this year were visible to viewers. About 7% were not fully visible and the remaining 5% had no visibility.
While TV industry players have been watching the development of online video anxiously, VideoHub cautions against pitting one platform against the other. The firm’s data also provides insight into consumer viewing patterns. For example, media buyers know that buying prime time on TV will deliver a large audience. But online video watchers do not rise sharply in volume during the evening. During the first quarter of this year, online viewing was highest from noon to 3:00 p.m. The picture was slightly different during the final quarter of last year when online viewing peaked between 4:00 p.m. and 9:00 p.m. and this spike was attributed to the season’s ending of several popular TV shows. Analysts also noted that on a monthly basis, online viewers were consistently watching video early in the morning.
These differences in viewing behavior between online audience and TV audiences suggest that marketers shouldn’t make assumptions about the consumers they’re trying to reach. Kelly McEttrick, Sr. Director of Platform Strategy for VideoHub, says there’s “an interplay between the digital and traditional screens.” Marketers who take the time to understand the synergy will be able to make more effective media buys.[Source: Latest VideoHub Report Finds 88% of Online Video Ads Are Fully Viewable. VideoHub.com. 25 Jun. 2012. Web. 1 Jul. 2012]