Martech: Martech is Marketing Logo
  • Topics
    • Customer & Digital Experience
    • Digital Transformation
    • Data
    • Marketing Management
    • Marketing Operations
    • Performance Marketing
    • Special Reports
    • All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Mobile Video Views Surge 300%; Tablets Fuel Growth And Engagement

Mobile Video Views Surge 300%; Tablets Fuel Growth And Engagement

It’s no secret digital video consumption continues to increase as TV Everywhere expands and mobile audiences grow. The U.S. Digital Video Benchmark 2012 Review from Adobe looks at digital video trends and ways publishers and advertisers can make the most of their video content and campaigns. Adobe’s Digital Index team looked at 19.6 billion video […]

Ginny Marvin on April 12, 2013 at 3:29 pm | Reading time: 3 minutes

It’s no secret digital video consumption continues to increase as TV Everywhere expands and mobile audiences grow. The U.S. Digital Video Benchmark 2012 Review from Adobe looks at digital video trends and ways publishers and advertisers can make the most of their video content and campaigns.

Adobe’s Digital Index team looked at 19.6 billion video starts on media websites and 10 billion ads served by Adobe media customers as well as 450 million Facebook posts.

Mobile Video Takes Hold

Video consumption continued to grow on PCs last year, but 2012 was the year that video on mobile devices gained significant ground. Mobile video views jumped 300% last year, accounting for 10.4% of video starts, up from just 3% in 2011. Tablets are fueling the growth.

All Media Video View Rate Adobe 2012

Usage habits vary significantly on tablets and smartphones. Tablets see heavy usage on the weekends with Saturdays producing 16% and Sundays producing 17% of tablet video starts. Tablet video views are driven by TV shows, movies and live sports. Users are more likely to watch videos on their tablets at home and through a WiFi connection.

Users turn to smartphones for “content snacking” to watch short segments of news, weather and sports clips. Consumption is spread throughout the week with peaks on Monday, Thursday and Sunday, each at 16%.

Mobile Video Content Views By Day

Video Increases Social Media Engagement

Although many more people use search or go directly to access video, Adobe found there is significant opportunity in social channels. Socially-referred video starts have much higher completion rates.

Abobe’s study found that users are more than twice as likely to comment, share or like video content than non-video content. Twitter, though it sends just 16% of video social referrals, is three times more likely to generate referral traffic for videos than other content on media sites.

Adobe suggests brands should be creating more video for social marketing, and publishers should be using social media to attract video viewers. According to their research, less than 1/4 of posts by media companies include video.

Ad Performance & Opportunities For Media Sites & Advertisers

Adobe found that mid-roll ads had the highesAd Completion Rate by Spot Positiont completion rate at nearly 90% in 2012. Yet, post-roll ads generated three times higher CTRs than pre- and mid-roll ads. Despite these findings, pre-roll ads continued to dominate overall ad impressions with 82% of the total for content that’s longer than two minutes.

And, content duration makes a difference. Content lasting more than two minutes produced higher ad completions and click-through rates than shorter videos.

Media sites can find opportunities to increase both ad inventory and CPMs, particularly for post-roll where inventory is lacking. Adobe makes several suggestions for how advertisers should tailor their ad buys to their goals — for example, running branding campaigns with pre-roll ads on PCs ahead of TV programs, and call-to-action campaigns with post-roll ads on tablets, where viewers are more likely to complete a video and click through.

 


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Why martech integration needs more than technical skills
    An incredibly brief guide to shifting marketing offshore
    The latest jobs in martech
    Google favors helpful content over search engine-first in new update
    PGA TOUR transforms fan experience, analytics and customer feedback

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.