FILMMAKERS HUB

Online video consumption shows no sign of slowing down in the next few years. After surpassing the one hour per day mark last year, a forecast from Zenith estimates that time spent viewing videos online will increase considerably again this year.

Other Key Stats on Digital Video and Video Ads

Here’s a look at some relevant online video stats from other research:

• The growth of mobile video advertising is expected to be more than 3 times larger than non-mobile video advertising in 4 years time.
• On the B2B front, shorter videos are best. B2B online videos less than one minute in length had a completion rate of 68% last year, compared to the 25% completion rate of videos which were more than 20 minutes long.

From in-stream to out-stream video, and beyond

Video inventory is in high demand, and to meet the need, publishers have supplemented video ads that appear before, during or after video content with in-stream ads – video ads that pop up beside other content, such as text, images or social media posts – and out-stream or ‘in-read’ ads. The balance may soon start to shift back towards in-stream advertising, though, as social platforms invest in their mobile TV products, such as Snapchat’s Shows.

Looking beyond in-stream and out-stream, social platforms like Facebook and Snapchat are making Augmented Reality (AR) accessible to both consumers and brands through their AR video ads.

* This is the fifth edition of Zenith’s annual Online Video Forecasts report. It contains historical data and forecasts of online video consumption and advertising, together with commentaries on the development of individual markets by local experts. This year’s edition covers 51 key markets. Here online video refers to all video content viewed over an internet connection, including broadcaster-owned platforms such as Hulu, over-the-top subscription services like Netflix, video-sharing sites like YouTube, and videos viewed on social media.