Skip to main content

Video Advertising will Grow to $5.71 Billion in 2015


Viewing traditional television content is central to mainstream America's media day. But the internet is already having a profound effect on U.S. consumer viewing habits and the proliferation of devices is altering their video consumption behavior.

eMarketer estimates that in 2011, 68.2 percent of U.S. internet users, or 158.1 million people, will be watching video content online each month. By 2015, that figure will increase to 76 percent of internet users -- or 195.5 million people.

In the same period, online video advertising spending will surge from $1.97 billion to $5.71 billion.

"Consumers are not ready to go over the top (OTT), but they are edging closer," said Lisa E. Phillips, eMarketer senior analyst. "They care most about convenience, cost and choice, and are interested in viewing options to the extent that they fit in with those demands."

Broadcast live TV shows are still popular with mainstream U.S. viewers, but newer technologies make it easy to time-shift shows to suit people's schedules -- even while watching on a TV set. Gaming consoles, present in a majority of households, also facilitate OTT video streaming.

eMarketer expects that this year, 69.4 million adults will watch TV shows at least once a month through some type of internet connection, meaning the show could be watched on a TV set, computer screen or mobile device. By 2015, nearly 100 million adults, or 48 percent of all adult internet users, will do the same.

"There is no one-size-fits-all approach to advertising around video content, given the myriad devices and demographics that are intersecting," said Phillips.

Brand marketers need to know their target audiences expect to be entertained with strong creative -- and merely re-purposing legacy 30-second TV commercials for online video use has proven to be problematic.

Popular posts from this blog

Mobility-as-a-Service Creates Disruptive Travel Options

Building on significant advances in big data, analytics, and the Internet of Things (IoT), more innovative transit service offerings aim to increase public transport ridership and reduce emissions or congestion within metropolitan areas. By providing these services through smartphone apps, the transit services also significantly increase user convenience, providing information on different human mobility offerings -- including public transport, ridesharing, and autonomous vehicles. Mobility-as-a-Service Market Development According to the latest market study by Juniper Research, Mobility-as-a-Service (MaaS) subscribers will generate $53 billion in revenue for MaaS platform providers by 2027 -- that's rising from $5.3 billion in 2021. Let's start with a basic definition. MaaS is the provision of multi-modal end-to-end travel services through single platforms, by which users can determine an optimal route and price. The study identified a monthly subscription model as key to incr

Robocall Mitigation Solutions to Halt Criminal Threats

If you answer the phone and hear a recorded message instead of a live person, it's likely a robocall. A robocall is a phone call that uses a computerized autodialer to deliver a pre-recorded message. In 2020, the U.S. Federal Trade Commission (FTC) received 2.8 million consumer complaints about robocalls. Offering solutions to robocalling and associated fraudulent business practices, computerized mitigation platforms are an integral part of the solution. Platforms that are focused on actionable systems to disrupt unsolicited and potentially criminal phone calls help telecom service providers and industry regulators. Issues of whether one-size-fits-all developments are sufficient to be effective across the spectrum need to be addressed, and whether a single telecom network operator working unilaterally with a third-party platform could compromise desired or mandatory industry-wide standards. Robocall Mitigation Market Development According to the latest worldwide market study by Jun

Secure Digital Workspace Apps Enable the Future Enterprise

In early 2020, as the world responded to the COVID-19 pandemic disruption, many organizations were forced to rapidly transform their communications networks and IT infrastructure to support an unprecedented shift to remote work. Before the pandemic, approximately 38 percent of employees were remote full-time or had a flexible work arrangement where they split time between home and office locations. During the pandemic, the percentage of remote workers that CIOs had to support reached almost 72 percent. Future Enterprise Technology Market Development Enterprise leaders have been forced to adapt to a new state, shifting from traditional office-based operations to distributed workforce environments that must still provide the same level of connectivity, security, and efficiency across the organization. According to the latest worldwide market study by International Data Corporation (IDC), addressing connectivity across geographies and transforming networks to become more virtual and agile