At the 2016 Association of National Advertisers Masters of Marketing Conference in Orlando, Florida, Yahoo presented research into the opportunities for advertisers through live video. Most recently in this series we looked at the unique characters who can’t be met through traditional television.
We know that consumers are looking online for that live experience so many of us crave. But are they open to consuming both content and advertising on their digital devices?
The answer is an unequivocal “Yes.”
In a recent study we asked more than 1,200 online video viewers how much they anticipated increasing their video usage on several types of devices:
- 55% said they planned to use their smartphone to watch more video than in the past year
- 48% said the same about their tablet
- 34% predicted greater use of a PC or laptop
From a monetization standpoint, we see that the greatest growth in ad views is coming from live broadcasts.
In Q3 2015 a Video Monetization Report released by FreeWheel showed that while year-over-year ad view growth for short-form video was only 9% and growth of long-term video was 30%, the increase for live online events was an astounding 113%.
While digital long-form and short-form content still commands the lion’s share of ad dollars, live is growing at an extraordinary rate and demands the attention of advertisers who want stay ahead of these industry trends.