15 Mind-Blowing Stats About Online Video Advertising
CMO EXCLUSIVES | August 28, 2013
by Giselle Abramovich
Senior & Strategic Editor
The value that sight, sound, and motion bring to an advertisement can’t be argued. Withdigital advertising on its way to outpace traditional, video should now be a big priority for marketers. According to comScore, consumers watch 48 billion online videos in July. That’s a real opportunity for marketers.
- Mobile devices account for 10 percent of global online video plays.
- The equivalent of 100 hours of video is uploaded to YouTube each minute.
- Consumers are 27 times more likely to click through online video ads than standard banners.
CMO.com compiled some video advertising stats from around the Web. Overall, the findings demonstrate that consumers are receptive to video ads, but there are certain formats that are working best.
1. Forty-four percent of U.S. email marketers report increased engagement rates in messages containing video.
2. Mobile devices account for 10 percent of global online video plays.
3. Twenty-five percent of viewing time of streaming video on tablets is spent with content more than 60 minutes long.
4. The equivalent of 100 hours of video is uploaded to YouTube each minute.
5. Thirteen percent of online video ads run less than 15 seconds; 36 percent of online video ads run longer than 30 seconds; 79 percent of in-stream online video ads are watched to their midpoints; 72 percent of in-stream online video ads are watched to their completions.
6. Consumers are 27 times more likely to click through online video ads than standard banners.
7. U.S. digital video ad spending will nearly double in only four years, climbing from $4.14 billion this year to $8.04 billion in 2016.
8. The video CPM for midtier sites and placements this year is approximately $25 and reaches nearly $33 for premium destinations.
9. In terms of what kind of ads are selling best in display, in the U.S. rich media and video ads are by far the most popular formats for ad buyers. Static images, which were worth more than video two years ago, are now declining fast, at a rate of nearly 45 percent. But another low-tech format is doing much better: Text-based display ads are actually growing at a faster pace than rich media ads (both more than 16 percent). Video spend will overtake that of text ads by 2014.
10. Digital video advertising (U.S.) will reach at least $5.4 billion by 2016; in 2011 digital video ads pulled in $2 billion.
11. Overall, interactive preroll outperforms regular preroll when it comes to lifting brand awareness, message association, and purchase intent.
12. Native online video ads can generate 82 percent brand lift among users exposed to the ads.
13. Forty-eight percent of U.S. mobile users prefer seeing mobile video ads that are related to the content of the video clips being watched, and 53 percent are positive or neutral about mobile video advertising.
14. Social and mobile gaming video ads have a 91 percent completion rate.
15. Sixty-five percent of online business-to-consumer marketers use YouTube, compared to 61 percent for business-to-business.
About Giselle Abramovich
Giselle Abramovich is senior & strategic editor at CMO.com. Previously she wrote for outlets including Direct Marketing News, Mobile Marketer, Mobile Commerce Daily, Luxury Daily, and Digiday.