TV viewers claim to spend a slight majority (53%) of their viewing time with time-shifted rather than live (47%) content, according to a recent report [download page] from Hub Entertainment Research. While that runs counter to Nielsen figures, which find live TV to be the predominant form of consumption, there's no doubt that time-shifted viewing is on the rise, an unsurprising trend given that 3 in 4 TV households now have access to at least one on-demand service. So what does this mean for ad avoidance? Read more »
Source: Delivery Agent / Nielsen
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Source: Temkin Group [download page]
Note: The Experian Marketing Services data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 5 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately. Figures are for browser-based visits across personal computers, tablets and mobile phones, excluding in-application browser use.
Tablets are popular devices for video viewing and have been for some time, but OTT streaming devices such as Apple TV and Chromecast have moved ahead in digital video monetization, reveals FreeWheel in its Q4 2014 Video Monetization Report [download page]. During the quarter, OTT devices accounted for 8% of ad views for professional, rights-managed video content, up from just 2% during the year-earlier period and moving ahead of tablets (7% share) in the process. Read more »
More than 7 in 10 agencies believe that online video advertising is either as effective (41%) or more effective than TV (31%), finds BrightRoll [pdf] in a survey of 120 agency respondents, although a separate survey from STRATA reveals that half of media buying agencies are unsure if they are getting good value from their online video ad buys. For the BrightRoll survey respondents, the targeting capability offered by digital video advertising is by far its most valuable aspect (for 56% of respondents), ahead of reach (20%), price relative to TV (8%) and others. Read more »
This year's Super Bowl (which drew a record-setting TV audience) is in the rear view mirror, but research continues to emerge concerning the return on advertisers' efforts. Unlike the game itself, which actually did feature a clear winner, there are plenty of advertising "winners and losers" to be found depending on which metric is used. Read more »
Generational divides exist in consumers' screen preferences, finds Millward Brown Digital in recent survey results [download page] demonstrating that Baby Boomers (51-69) are sticking with laptops and PCs over smartphones and tablets, while Millennials (18-34) tend to be more smartphone-centric, particularly for activities such as checking sports scores or the weather. Read more »