Why are the top advertisers in Ireland shifting their budgets to mobile?

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‘Mobile adspend in Ireland grows from €9.9m in 2012 to €231m in 2016’ & ‘total digital adspend grows from €148.2m to €445m in the same four year period’.

The development of technology has provided consumers with a device that only Mork and Mindy could only have dreamt of, the mobile phone, aka – the new best friend. This tech change in society has a major influence on how all advertisers are targeting their customers, annual adspend figures showing the shift of marketing budget from traditional media to digital, with focus on mobile. This is where customers can be found and communicated to in an engaging and relevant manner with little or no wastage.

The IAB Ireland, the trade association for digital advertising in conjunction with PwC, conducted the latest research to provide us with the most accurate information when measuring digital ad-spend in Ireland. The produced report includes spend from media agency buyers, brands direct, digital sales houses, and various publishers – local and international in Ireland for the entire year of 2016.

The findings may surprise some, the exponential growth of mobile consumption, with social media and video on demand evident drivers, and advertising spend following digital consumption with significant year on year growth figures.

The IAB Ireland PwC Online Adspend Study for 2016 (Jan to Dec) reports ad revenues of €445m compared to €340m in 2015, a significant growth of 31%.

Core Media estimates that in 2016 Google, across all its platforms, will generate around €175m on the island of Ireland alone. “Some 16pc of all advertising money spent on media in Ireland is spent on Google,” notes Alan Cox, CEO of Core Media.

 

Key findings:

  • Mobile Adspend in Ireland is up 63% from 2015, representing €231m, 52% of total digital adspend – the breakdown is 55% across search and 44% on display
  • Display advertising holds a 44% share with a spend of €197m – an increase of 44% on 2015
  • Paid for Search Advertising has grown 25% YOY with a 49% share of total online adspend at €219m in 2016
  • Social Media across Desktop & Mobile is up 133% on 2015, a total spend of €114m, 25% of total digital adspend
  • Video on Demand (VOD) saw an increase of 91% on year, a total of €47m
  • Native advertising total spend in 2016 was €82m – representing a growth of 82% on 2015
  • Classified Advertising represents 6% of spend at €29m in 2016.

 

Advertisers follow consumption, so what is driving digital growth in 2016?

  • 80% Irish adults use smartphones, an increase of 75% on 2015
  • Irish marketers planned to spend 21 – 50% of total marketing budget on digital in 2016
  • VOD: 61% of Irish adults spend over four hours per week watching video streaming content
  • 59% of 15 – 24 year olds watch more VOD than TV
  • 24% of adults visit a brands site after watching a video compared to 20% who search online for the brand.

 

Top 5 spenders on desktop & mobile devices by advertising category & contribution to total digital spend:

  1. Finance = 18%
  2. Retail = 14%
  3. FMCG = 12%
  4. Telecomms + Utilities = 11%
  5. Auto = 10%

 

 

 

Source: IAB Ireland, Independent.ie

 

Using video as a corporate training tool

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Corporate training videos have a mixed reputation at best. At worst, they’re seen as clunky, expensive, time-consuming and frequently dated. But it doesn’t have to be that way.

With changes in technology and workplace culture, video corporate training has never been more affordable or accessible.

Workplace communication is less formal now, and often has scope for more creativity; the internet has all-but eliminated the need for expensive (and often draining) long trips to training sessions and seminars; and today’s workers and employers are far savvier in both consuming and creating video content.

Here are some ways to make the best training video possible – communicating your wisdom clearly, and ensuring that it’s digested effectively.

Break it Down

As we mentioned, the days of long training seminars are numbered, and not a moment too soon. Employees often resent losing a day (or more!) of productivity that they’d have to make up when they returned to their office.

With training videos, you can present the information in short bursts lasting anything from 5 minutes to an hour. That way, the employee can soak up the information at their own pace and in their own schedule. They’re not overloaded with too much information at once. And, with videos broken down into different categories, it will be easier for them to revisit and revise.

Adapt to Feedback and Changes

In the old days, corporate training was much more didactic: The supposed expert would talk to a group (sometimes thousands at a time) often relaying a speech they had given hundreds of times, with no feedback and no consideration for their audience.

With video training, you can opt to communicate with the students – whether they’re direct employees or clients. And if it’s an ongoing course, they might need a point expanded upon or explained more clearly.

This can also apply to changes in trends and new information. If a relevant and enlightening marketing survey emerges before the final lesson, for instance, don’t be afraid to add it in.

Capitalise on Interaction

A wonderful benefit of video training is that you can interact with students like never before. For instance, allowing text questions to appear beneath the video would allow you to answer them for existing and future students – you could even use it as a chance to draft an FAQ for each lesson, saving yourself time in the future.

Moderated message boards could be used to, for students and employees to discuss lessons and trade tips.

Additionally, video tutorials can include multiple choice quizzes between lessons so you and/or students can track progress.

Check Completion Rates

Using log-ins, IP addresses or other information, you can easily check which videos are the most re-watched, the most commented on and how many students watch the entire video. Harness this information to better craft your future videos, and to communicate with students if need be.

Be Creative

Workplace culture is constantly in flux, which is one of the reasons that corporate videos age like milk instead of a fine wine. One of the benefits of the modern workplace is that communication is less formal and jargon is less frequently used as a crutch.

This culture – combined with current technology – gives you the chance to be creative. Use onscreen text in an inventive way (job titles don’t have to appear at the bottom of the screen, for instance); use animation; and footage of the job in action. Speaking of which…

Demonstrate

We live in the world of public domain images and videos, where footage of how to (and not to do) just about any job is available. Video training should not necessarily be static lectures – use the opportunity to show the job being done right. For example, an admin or computer coding lesson can easily include footage of the work being carried out.

Video training, like any discipline, can be done effectively or poorly. But now more than ever, training staff can communicate, augment their videos and reach students in exciting, fresh and constantly evolving ways. Embrace these opportunities.

How to present in front of the camera

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Online video now accounts for more than 50% of mobile traffic; 75% of business executives watch work-related videos at least twice a week; and 54% of senior executives share work related videos with colleagues at least once a week.

Whether you like it or not, video presenting might soon be the new public speaking. Just like any other new media practice, you’re better off embracing a new trend than ignoring it.

The good news is that – like public speaking – video presenting gets easier with practice and effective presentation is within your reach.

Here are some tips to get you started…

Practice

How do you get to Carnegie Hall? Practice. Chances are you have at least a mid-range video camera in your phone right now. Get used to the camera, record a practice speech or presentation to it. Over time, the object will become demystified – it will be just another audience member for your presentation. You’ll be astonished at the difference in quality between your first, second and third recording. Even film stars require multiple takes!

Plant your Feet

Just like in a job interview or presentation, over-thinking body language is not recommended. But there is one way to ensure that you look and feel more secure: Plant your feet. In everyday standing conversations (from the coffee rooms to board rooms to the pub), we tend to alternate between the legs we stand on. Don’t do that with a video presentation: Plant both feet strongly. You’ll stand firmer, look more certain and – most crucially – feel more confident.

Don’t Worry about your Hands

This is a contentious one: Some experts say to keep your hands in one position; others say to use them occasionally to emphasis a point. But we would argue that you put it out of your mind. The most important qualities in video presenting are comfort and confidence. What you do with your hands is one more thing to think about, so don’t think about it. Someone under-thinking hand movements might wave them around too much; while over-thinkers tend to be stiff and self-conscious. Hand-waving is by far the lesser of the two evils.

Keep the Language Simple

Mastery of language is essential for business, but many confuse long words with good communication. We’re sure you’ve seen emails, job applications and presentations where the person has tripped over long words and compplicated sentences. This problem is even more acute in public speaking and video presentation. Only use words that you would use yourself in everyday conversation. Learning the meaning and pronunciation of exotic new words is a noble pursuit, but this is not the place for it. Clear, simple language will be easier to understand and to deliver.

Stay on Topic

Public speaking usually has the security blanket of autocues or cue cards. This is often absent in video presentation, leaving you to deliver your expertise in a more informal, less structured manner. Some speakers tend to ramble or go off topic when left to their own devices. Try to avoid this by remembering the points you’re making. Start each new topic with a single point; then explain that point, and no more. Again, this will become easier with practice.

Know Your Audience

Unlike in a live presentation or public speaking engagement, follow-on questions for clarification are usually not available; neither can you read an audience’s reaction in real time. (Skype presentations are an exception – most video presenting will be pre-recorded.) Before preparing a video presentation, think about who you’d like to watch it. Will it be mid-level execs, consumers, top-level execs, industry experts who will understand jargon, or a specific demographic? This preparation will not only make your video more engaging and valuable to its target audience, it will help with your own confidence too.

Watch the Experts

Now for the fun part: We would suggest that you check out video speakers to take cues from them. TED talks have countless examples of good public speaking and video presentation; the most popular YouTube corporate videos will show you how it’s done; and we’d also recommend watching how the best TV presenters deal with the camera. From the slick, current-affairs presenters to the less formal chat show hosts, they balance the need to address the camera without becoming intimidated by it.

Video presenting can be daunting at first, but with just a little preparation and practice, it can be harnessed and conquered; a relevant tool and a modern, engaging way to reach existing and potential clients.

Video ads on Twitter a rivalry for Youtube

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YouTube celebrated its 10th birthday in  February, 2015 and it’s been a frantic, eventful decade for the company.

Few could have predicted its ascent and 9-figure purchase by Google in 2006. (The price at the time, a then eye-watering $1.65bn, now looks like a bargain.) And fewer still predicted that one of their biggest competitors for online video advertising revenue would be Twitter.

YouTube have barely had time to adjust to the competition from Facebook, who have embraced video advertising with gusto. Now Twitter are upping the ante with their own deal for advertisers – one that’s eerily similar to Facebook’s; short pre-roll ads with revenue split 30/70 with publishers.

User-generated content is not just a phrase that applies to kids skateboarding videos on YouTube: Businesses are expected to adapt to that model too. So Twitter Amplify, targeted at media companies, will augment and package video into ad-friendly content.

On their business site, Twitter describes it as a way to tease their audiences with content: “Twitter Amplify enables media companies and brands to capture the excitement on TV and distribute it to fans and audiences across Twitter, beyond their followers.”

“The Twitter Amplify sponsorship includes a short, high-impact excerpt from the media partner’s content along with brand integrations, such as an ad pre-roll (up to 6 seconds).” In other words, the Tweet will look like a typical sponsored Tweet, with a brief video – like a cross between a sponsored Tweet and a Vine.

David Regan, senior product manager in charge of video at Twitter said that Twitter Amplify is designed to let publishers and creators monetise their video content on Twitter, while making it easier for advertisers to reach massive audiences.

“With this update, advertisers can run video ads against premium content automatically based on their preferred content categories — without having an existing publisher-advertiser deal in place,” said Regan.

How video impacts search ranking

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Google’s algorithm Hummingbird was introduced in 2013 and has been honed and tweaked many times since. This update to Google’s search algorithm is good news for websites that provide quality content, and especially those who provide video. The new update takes into consideration the intent of the user, the context of keywords and the meaning of the search, rather than just showing you results based on keywords.

Google (generally speaking) exists to answer questions, so Hummingbird is more reflective of the user experience than Google in its previous form. Google has been using a similar type of functionality since the introduction of voice activation search, the small microphone icon on Google’s homepage allowing users to conduct a search by speaking. This allows Google to gather more information about the search query and provide more accurate and meaningful results for the user.

Providing original content is a key factor to determine search ranking. It is no coincidence that content ranks very high on SEO success factors. Some key factors:

Quality – are pages well written and have substantial quality content?

Research – have you researched the keywords people may use to find your content?

Words – do pages use words and phrases you hope they’ll be found for?

Engage – do people spend time reading or bounce away quickly?

Fresh – are pages fresh and about hot topics?

 

Google ranks content as one of the top factors, with quality being the leader. As such, your brand needs to be competitive in the online market; it needs to consistently produce original quality content to stand out from your competitors.

Video is still the favoured platform for people to use as an information resource. The old adage is that a picture is worth a thousand words, but according to Dr. James McQuivey of Forrester Research video is worth a staggering 1.8million words. If your potential customer prefers video to text or audio, then you need to ensure that your brand meets that demand. A good video can communicate everything you need to in a short, punchy and visually appealing format.

Allowing people share to your video content is also a great way to increase your search ranking: The more inbound links that are created for your website the better.

YouTube is still the most popular destination for video content, boasting the second largest search engine. And even though YouTube does not affect your search ranking directly, it affects your position indirectly. The number of likes, shares, followers, comments, subscribers and mentions affect your organic search rankings and also boost traffic. Social shares give you more inbound links and quality traffic. 95% of social media links involve real people, usually highly targeted audience in your social networks, which drives high-quality traffic to your website.

Video is “53 times more likely to appear on the first page than normal text” and search results with video have a “41% higher click-through rate than plain text.”

 

HIGHER CLICK THROUGH RATE

People view, click and play content that they find interesting online and that can be your brand’s content, whether you’re advertising or not.

 

STICKY CONTENT

According to the National Centre for Biotechnology Information, U.S., the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013, one second less than the attention span of a goldfish. With this latest research in mind, you do not have much time to capture the attention of your customer, ensure your brand has quality and meaningful content.

Rich, quality video increases dwell time, engagement, reduces bounce rates which all lead to a higher sales conversion rate.

For best practices position your video above the fold and provide clear, correct and authentic video titles and keyword tags. Users will not return if they are shown irrelevant or deceitful content; the video equivalent of a “click-bait” headline.

 

VIDEO LINKS

People don’t share everything online, so the content needs to reach the right audience.

Video content that is specific and relevant to your audience more likely to be shared and have a viral impact. A YouTube channel is another way for your brand to get noticed and indirectly affects your search ranking.

These changes in online search and consumer trends are a great opportunity; a chance to engage your audience in a new way, and to encourage them to spread your message.

 

Source: Google, IAB, Aimclear and Facebook

The value of YouTube for advertisers

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YouTube is such a ubiquitous force that sometimes it’s in danger of being taken for granted. In actuality, YouTube’s presence and impact on everyday internet use is staggering.

There was a time when, in the US, Nielsen ratings were the single source of TV viewership ratings. Now that model is completely out of date, not just because the providers of video content are so diverse, but so too are the devices.

Perhaps that’s why Google recently carried out a survey with Nielsen, to better understand and analyse viewership figures across new and old media.

Here are two of their key findings:

  1. “YouTube led all digital video platforms in December 2014 reaching more 18 to 34 and 18 to 49-year-olds than all TV network digital video properties (full episode players) combined and consistently reaching more adults 18 to 49-years-old than any other premium digital video platform.”
  2. “YouTube accounted for 51% of time spent watching premium digital video in December 2014 across desktop streaming, smartphones, and tablets among key adult demographics, specifically adults 18-34 and 18-49.”

So what does this mean? First of all, it’s important to note that much of the same content is being watched on YouTube as on traditional TV. Quote the research: “YouTube is the leader in digital video platforms, and time spent watching officially distributed TV content on YouTube is increasing year-over-year, which demonstrates that viewers haven’t lost interest in the content, but instead are simply using different platforms to access it.”

Indeed, many popular YouTube channels spin-off from TV shows (NBC’s Saturday Night Live and Comedy Central’s Amy Schumer have online-exclusive sketches for instance). So while younger demographics are still happy to watch media generated by traditional means, they’re not beholden to TV schedules or even TVs.

Unlike TV, online content offers brands much more opportunities to learn about and engage with their viewers, thanks to IP addresses, message boards and more direct links to social media.

Closer to home, Ruth McEntee, YouTube industry manager at Google Ireland, revealed the results of the first comprehensive survey of YouTube users in Ireland at DMX Dublin 2014.

“Irish YouTube users are more digitally active consumers than non-users of the site,” she said. “They are nearly three times more likely to buy or download digital music, movies or books; three times more likely to buy electronics, gadgets or other devices; and are nearly twice more likely to buy apps for their smartphone or tablet.”

Music videos are the most popular content among this base (confirming the theory that YouTube is this generation’s MTV) accounting for 67% of traffic. That’s followed by comedy at 52% and DIY and how-to videos at 42%.

Entertainment is still the number one reason for Irish viewers visiting YouTube, at 91%, with two thirds (66%) using it for education and keeping up to date.

YouTube’s status as a social network is often underrated and underreported, as more than half (52%) of Irish YouTube viewers said that they use the video site for social networking and sharing videos.

Another misconception is that YouTube is primarily younger demographics. That might have been the case when the site first appeared way back in 2005. Now, however, 44% of its users are aged 35 or older. From a gender perspective, viewership is split straight down the middle. Those who use and enjoy YouTube do so frequently, with 40% visiting it daily and 77% visiting weekly.

This is all promising news for advertisers, especially as 52% of Irish YouTube users take some sort of action after they have seen an ad. This action might involve searching for more information, visiting the company’s website or making a purchase there and then.

These are tantalising statistics to advertisers. There are added benefits too, unique to online content. Unlike in old media, a YouTube ad brings consumers just one click away from viewing more brand content, and of course, only one click away from making a purchase.

Video: An essential tool for advertisers, agencies and media companies

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Once upon a time, the internet was an ocean of text. Companies’ websites consisted of text content and, if you were lucky, the occasional stock image.

Whether you’ve adapted or not, we are now in the video age. And it’s fair to say that competition for consumers’ attention has never been fiercer.

This is an opportunity, though, not a crisis. Video communicates ideas with greater efficiency and – if done right – panache than text. The right video content – creative, distinctive, audience-appropriate – produces higher engagement rates, profile, SEO results and dwell time than text.

Video is steadily overtaking text on mobile devices; and as a consequence, it is becoming the most ubiquitous and valuable communication tool for your company.

Is video becoming the most powerful online marketing channel?

Statistics say so…

 

According to the latest report from Cisco Visual Networking Index which was published on 27th May 2015:

“Globally, consumer internet video traffic will be 80% of all consumer Internet traffic in 2019, up from 64% in 2014. This percentage does not include video exchanged through peer-to-peer (P2P) file sharing. The sum of all forms of video (TV, video on demand [VoD], internet, and P2P) will be in the range of 80 to 90% of global consumer traffic by 2019.

Internet video to TV doubled in 2014. Internet video to TV will continue to grow at a rapid pace, increasing fourfold by 2019. Internet video to TV traffic will be 17% of consumer internet video traffic by 2019, up from 16% in 2014.

Consumer VoD traffic will double by 2019. HD will be 70% of IP VOD traffic in 2019, up from 59% in 2014.

Content delivery network traffic will deliver over half of all internet video traffic by 2019. By 2019, 72% of all Internet video traffic will cross content delivery networks, up from 57% in 2014”.

 

How do I target these potential customers online while they watch video content?

 

When it comes to video advertising there are certain challenges that ad agencies, advertisers directly and media companies face.

 

The scarcity of premium or quality content seems to be the key indicator for advertising agencies not allocating a greater budget to video marketing. Ad agencies find it challenging to purchase media across video due to the lack of supply of quality content.

 

Publishers that provide rich media and long tail video content benefit from this and can charge accordingly.

 

Ad agencies and advertisers are resorting to use “outstream” video formats that overcome the obstacle of poor quality content. Outstream ad formats allow advertisers deliver video advertising without requiring premium video content to appear against. This video ad type generally appears within the body of the published content, as a user scrolls down the page.

 

A study conducted by Forrester Consulting on behalf of Teads, May 2015 surveyed over 500 ad agencies and advertisers with over 100 publishers. The results provided some interesting insights.

 

Advertising agency

“What increase will your clients’ spend on digital video advertising change in the next two years?”

 

Significantly increase   31%

Moderately increase    39%

Stay the same             12%

Moderately decrease   8%

Significantly decrease  0%

 

Premium inventory isn’t enough, advertisers and agencies want better targeting and measurement of their video ads’ impact.

 

Advertiser

“Will your spend on digital video advertising will change in the next two years?”

 

Significantly increase   25%

Moderately increase    52%

Stay the same             15%

Moderately decrease   7%

Significantly decrease  1%

 

‘70% of agencies and 77% of advertisers expect video budgets to increase in the next few years’ ‘Media companies are driven by the unique enticing features’
Media companies

“What is the main benefit of video

advertising for your brand?”

Premium means higher CPMs    44%

To provide more engaging advertising content to our customers         29%

Allocation for budget from traditional

media budgets      19%

Reaching online audience that tv cannot reach    7%

 

Media brands face barriers:

 

➔     Costs of producing quality long form content puts pressure on the return on investment.

➔     Having video for specific content is resource and cost draining

➔     The lack of quality inventory in the market place

 

 

 

How can advertisers increase ad engagement levels? Is it choosing the right content or is it about having compelling creative?

It is certainly a combination of both. The advertising creative needs to be strong enough to capture the user’s attention, in their time.

With an industry that has become saturated with advertising and cluttered with competition, it is imperative that the creative is of quality content, served to the user at the right time within the relevant environment.

Advertisers must not forget that media consumption favours the customer; people have full control over what content they watch, when they watch it, and where. Technology facilitates that in every way.

We are at an era of multi-device watching, engaging on Twitter while watching TV is a perfect example. So the main challenge is getting the attention of a potential customer and retaining their attention long enough for them to get your message.

Video is an effective way of achieving high engagement levels with measurable performance measures; it is the most powerful advertising medium. Video needs to work hand in hand with technology and targeting to effectively deliver. The consumption levels of video have increased dramatically over the last few years, and the marketing industry is changing to reflect. The full potential of video has yet to be realised.

 

 

 

 

Key industry facts and figures for 2015

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The only constant, they say, is change. And that’s especially true when it comes to ad spend, online content and consumer habits.

So how is the digital landscape looking for the future? We have trawled the web in search of the latest findings on digital consumption, the growth of video, the influence of social media and the impact of advancing technology.

Let’s start with the Irish market…

 

IRISH DIGITAL MARKET 

Ad spend is one of the most affected areas in the past year or so, with seismic shifts in digital ad spend, mobile ads, native advertising and especially video advertising. 

Key Findings:

  • Digital Ad spend grew by 25% in the first half of 2015 to a landmark high of €162m.
  • Mobile ad spend is now 40% of total digital spend with growth year-on-year of 72%.
  • Native advertising (sponsored content) has been broken out for the first time with a spend of €16m in H1 2015 (Jan to June 2015).
  • Spend on digital video advertising grew by 57% from €7m H1 2014 to €11m H1 2015 reflecting brand advertisers’ strong commitment to this format.

This move towards video ad spend is a reaction to consumer habits. As you’ll see below, Irish consumers are flocking to online video, which is having a knock-on effect on traditional TV and social networking.

  • 54% of Irish users consume video via smartphone on a daily basis. 61% of all users consume short form video via smartphones.
  • 43% of 26-34 year olds in Ireland consume the majority of their TV content online.
  • Speaking of social networking, the Irish are fond of Facebook and video channel YouTube as a means of communication, with rising star Twitter making a bigger impact in recent years.
  • 35% of Irish people use YouTube as a social network, behind Facebook at 52%, ahead of Twitter at 23%.
  • 640,000 users in Ireland have active YouTube accounts.
  • Almost 70% of Irish Social Media users follow brands and businesses on Social Media.
  • The average Irish user on Facebook displays more than 300 friends, which provides viral opportunities.
  • Retailers are experiencing up to a 35% conversion lift when using online video to present their products (according to research from marketing professionals in April 2015).

Arguably the biggest change in the last two years in Ireland has been the rise of Video on Demand (of VoD). For instance…

  • Video on Demand – stats based on the last six months of people who have watched video on demand:
    • 87% of Irish adults aged between 18-34 years old.
    • 85% 25-44 years old.
    • 84% of Housekeepers with kids.
    • 66% of All adults.
    • 47% of adults age 45+.
  • Platforms used to access Video On Demand – free platforms have the highest reach
    • 51% use free services.
    • 25% paid subscriptions.
    • 9% pay per view.
    • 66% of all viewing is spent watching free content.

This, of course, has a knock-on effect on marketing trends. Here is where you can see the real power of viral campaigns and word of mouth.

  • Video marketing trends:
    • 23% of people searched for a brand after watching a video ad.
    • 19% amplified it through word of mouth.
    • 9% bought a product based on viewing the video.
    • 16% clicked the ad to find more information.
    • 23% visited the brands website.
  • Video consumption trends
    • Within 1 hour of VOD consumption a typical person watches:
      • 36 mins of On-demand content.
      • 24 mins of Live-broadcasts / streams.
    • The last 6 months people who watch 1hr or more video has increased from 72% to 91%.
    • 54% of 16-24year olds watch more VOD than TV.
    • 33% of all Irish adults watch more VOD than TV.
    • VOD viewing rises sharply during the evening hours of 6pm to midnight.
    • And accounts for 60% viewing time.
    • Weekdays and weekends have similar viewing trends.

Consumers tend to be most receptive on mobile devices, particularly smartphones:

  • Influence of Device on Attention index*
    • Smartphone 109
    • Tablet 99
    • PC 93
  • Receptivity index:
    • Smartphone 101
    • Tablet 95
    • PC 91
  • Consumers usage by browsing device:
  • Facebook mobile: A screen first a phone second –
    • Facebook IQ: Study showed 3 key insights when measuring the motivators and behaviours of 25-35 year old adults
      • Online is the new Offline.
      • Mobile is the first ‘screen’.
      • ‘Fear of being Offline’ is the new ‘Fear of missing out’.

 

These figures are mostly consistent with UK trends. Let’s take a look…

UK DIGITAL MARKET

 

Key Findings:

  •  Consumers in the UK are increasingly watching more video ads, with start rates rising from 41% in 2013 to 63% in 2015.
  • 40% are watching more video on their smartphones in 2015 than 2014, 26% are watching less TV because of this.
  • 80% watch mobile video at home and 50% watch it outdoors, 25% would watch more video on their smartphones if it didn’t use up their data.
  • Mobile video isn’t just short video clips – 37% watch long video formats such as full length movies or TV shows at least once a day.

 

So how does that apply to ads? You’d be surprised how much consumers embrace ads, if they’re done the right way…

 

  • 70% are happy to have ads to get free content, but would prefer ads that appear in mobile videos to be related to the video they are watching or have recently watched.
  • 25% often watch video on their mobile whilst watching TV, offering a pathway to creating more engaging and innovative multi-media campaigns.
  • Comscore reports a website visitor is 64% more likely to buy a product after watching a video and will stay an extra 2 mins longer on your website.
  • 80% of smartphone users use mobile phones for shopping research, and 80% of those shoppers do their mobile research in store.
  • Video is worth 1.8m words, according to Dr. James McQuivey of Forrester Research.

 

Here’s how the UK were spending their ad budgets…

 

  • Digital advertising in the UK was worth £3.975 billion in H1 2015, up 13.4% from £3.507 billion in H1 2014 representing a market share of over 40%. 
  • Digital advertising spend in 2014 was £7.2bn, a 40% market share and a growth of 800% since 2004 when share was 4%.
  • Digital video advertising grew from £12m in 2008 to £442m in 2014. 
  • Mobile ad spend represented £29m in 2008 (1% of digital advertising) – In 2014 it has 23% market share worth £1.6bn.
  • Mobile video advertising is the fastest growing digital ad format = 142% growth from 2013 – 2014.
  • Social media advertising has shown a growth of 530% since 2010, from £146m to £922m.
  • 2014 Twitter’s broadcasting feature Periscope had 10m accounts, 4 months after launching.
  • Future looks bright, in 2020 digital will represent 50% market share reaching the £10bn. 

And finally, here’s a tantalising statistic about the broader international market:

  • EMEA has seen the biggest growth in video advertising, growth of 160% since 2013, North America has seen the biggest growth in 2015, + 52%, followed by APAC, growth of 42%.

 

 

 

 

Source: Google, IAB Ireland & UK, Entrepreneur, Nov 2015