Today, we released a new study, The Live Video Opportunity, analyzing how consumers are responding to live video online compared to television—and the unique opportunities for brands to reach consumers during these can’t-miss moments.
With a significant shift in planning and budgets, marketers can benefit by investing in live online video:
- Mobility: Connect with your audience wherever they are. 77% of Millennials who watch live online content do so on a smartphone or tablet.
- Excitement: When compared to on-demand video viewing, live streaming delivers a 50% lift in positive emotions which translates to huge benefits for brands.
- Community: Multitasking during live online events fosters a community of others doing the same, frequently sharing and creating more opportunities for brand engagement. 48% of viewers say they prefer live online content over TV because of the ability to multitask.
Brands aligning with live video content online are tapping into new viewing opportunities and the strong positive emotional reactions that come with it. More than one-third of consumers actually pay more attention to live ads compared to those around on-demand content.
At Yahoo we’re focused on live-streamed content including sporting events, financial market coverage, and up-to-the-minute breaking news to provide our users with the information they crave, and more ways for brands to reach this engaged audience.
To learn what’s driving the shift to live online video and what these new opportunities mean for your brand, read the full study.
Our Chief Revenue Officer Lisa Utzschneider hosted a panel discussion about these opportunities with live video on Monday, September 26 during Advertising Week 2016 in New York. You can now watch the session on the Advertising Week site.