Rapid increase in the use of video content via mobile devices and TV use via mobile devices is becoming increasingly prevalent:
Munich, April 12, 2013 - Adobe presented the results of the latest Digital Index Report. In it, the company examines the usage behavior of online consumers in relation to videos and advertising. According to the report, 300 percent more videos are viewed on mobile devices. The use of digital TV Everywhere offers has increased twelve-fold in the past year. On Facebook, video content is “liked”, shared or commented twice as often as other content. With regard to video advertising, pre-roll ads makeup 82 percent of all ad views for longer videos and are therefore viewed significantly more frequently than mid-roll ads or post-roll ads.
"We are at a turning point in the use of video content and online ads," said Jeremy Helfand, vice president of video at Adobe. “The use of digital videos, especially those from broadcasters, is increasing at an astonishing rate. Consumers expect to be able to access their preferred content on any available device. ”
The analysis of video consumer behavior is based on the evaluation of around 20 billion videos launched, 10 billion ads from Adobe Media customers and more than 450 million Facebook posts in 2012. The entire report can be found on the Adobe website (http: // success .adobe.com / assets / de / downloads / briefs / 13926_di_mobile_video_v15.pdf) can be downloaded. Additional information is also available on the Adobe Digital Marketing Blog (http://blogs.adobe.com/digitalmarketing/digital-index/if-content-is-king-video-is-heir-to-the-throne-2/) Find.
The key messages of the report are:
Use of TV Everywhere
- 2012 was a record year for the use of TV Everywhere in the United States. The number of registrations increased twelve-fold compared to the previous year and was further promoted by events such as the Olympic Games, the 2012 European Football Championship and the NBA playoffs .
Video consumption by device
- The proportion of videos launched via mobile devices has increased more than three times from 3 percent to 10.4 percent in the past year. 89.6 percent of videos are still accessed on desktop computers. Within the mobile devices, the video calls on tablets increase the most.
- Consumers prefer to access videos on weekends using tablets. On Sundays, 17 percent of video starts take place on tablets. When looking at all mobile devices, video usage is highest on Mondays, Thursdays and Sundays with 16 percent each.
Social media and video
- Facebook users comment, like and share video content twice as often as other content. The result shows that video content can help brands promote engagement with their fans. Twitter is three times more likely to refer to video content from media sites than to other content.
Most used video content
- The content of TV-related media pages is viewed far more frequently across all devices than that of non-TV-related pages. The traffic on tablets also increases the most here. Mobile video clicks also double, especially at special sports events, for example at the 2012 Olympic Games or the US College NCAA Tournament 2012.
Ad completion and click-through rates
- 90 percent of the mid-roll ads accessed were not canceled last year, which puts them ahead of the video ads. With post-roll ads, on the other hand, the motivation to click through is three times higher than with pre- and mid-role ads. After a video, consumers react much more strongly to a call-to-action.
- Despite the lower dropout rates for mid-roll ads and higher click-through rates for post-roll ads, pre-roll ads are still the leading video ads with 82 percent of the videos with a length of more than two minutes. Videos longer than two minutes have both lower abandonment rates for ads and higher click-through rates compared to videos that are shorter than two minutes.
Munich, April 12, 2013 - Adobe presented the results of the latest Digital Index Report. In it, the company examines the usage behavior of online consumers in relation to videos and advertising. According to the report, 300 percent more videos are viewed on mobile devices. The use of digital TV Everywhere offers has increased twelve-fold in the past year. On Facebook, video content is “liked”, shared or commented twice as often as other content. With regard to video advertising, pre-roll ads makeup 82 percent of all ad views for longer videos and are therefore viewed significantly more frequently than mid-roll ads or post-roll ads.
"We are at a turning point in the use of video content and online ads," said Jeremy Helfand, vice president of video at Adobe. “The use of digital videos, especially those from broadcasters, is increasing at an astonishing rate. Consumers expect to be able to access their preferred content on any available device. ”
The analysis of video consumer behavior is based on the evaluation of around 20 billion videos launched, 10 billion ads from Adobe Media customers and more than 450 million Facebook posts in 2012. The entire report can be found on the Adobe website (http: // success .adobe.com / assets / de / downloads / briefs / 13926_di_mobile_video_v15.pdf) can be downloaded. Additional information is also available on the Adobe Digital Marketing Blog (http://blogs.adobe.com/digitalmarketing/digital-index/if-content-is-king-video-is-heir-to-the-throne-2/) Find.
The key messages of the report are:
Use of TV Everywhere
- 2012 was a record year for the use of TV Everywhere in the United States. The number of registrations increased twelve-fold compared to the previous year and was further promoted by events such as the Olympic Games, the 2012 European Football Championship and the NBA playoffs .
Video consumption by device
- The proportion of videos launched via mobile devices has increased more than three times from 3 percent to 10.4 percent in the past year. 89.6 percent of videos are still accessed on desktop computers. Within the mobile devices, the video calls on tablets increase the most.
- Consumers prefer to access videos on weekends using tablets. On Sundays, 17 percent of video starts take place on tablets. When looking at all mobile devices, video usage is highest on Mondays, Thursdays and Sundays with 16 percent each.
Social media and video
- Facebook users comment, like and share video content twice as often as other content. The result shows that video content can help brands promote engagement with their fans. Twitter is three times more likely to refer to video content from media sites than to other content.
Most used video content
- The content of TV-related media pages is viewed far more frequently across all devices than that of non-TV-related pages. The traffic on tablets also increases the most here. Mobile video clicks also double, especially at special sports events, for example at the 2012 Olympic Games or the US College NCAA Tournament 2012.
Ad completion and click-through rates
- 90 percent of the mid-roll ads accessed were not canceled last year, which puts them ahead of the video ads. With post-roll ads, on the other hand, the motivation to click through is three times higher than with pre- and mid-role ads. After a video, consumers react much more strongly to a call-to-action.
- Despite the lower dropout rates for mid-roll ads and higher click-through rates for post-roll ads, pre-roll ads are still the leading video ads with 82 percent of the videos with a length of more than two minutes. Videos longer than two minutes have both lower abandonment rates for ads and higher click-through rates compared to videos that are shorter than two minutes.
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