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The increasing importance of original digital video for advertisers has been identified by a survey from the Interactive Advertising Bureau (IAB), showing the format is almost as popular as primetime TV for US viewers.
The Internet trade body reports that that 52 million adult Americans now watch online video at least once a month, a rise of 15 per cent since 2013, and they prefer original digital programming to news, sports and daytime TV.
The study, conducted by market research firm GfK in March and April 2014, covered 2,300 US adults aged 18 and over.
Respondents cited flexibility, mobility and innovative, edgy, content as key reasons for their adoption of the new medium.
More than half said their viewing each month is unplanned, compared with about one-quarter of those who watch TV online and primetime TV, while 41 per cent said flexibility tipped them in favour of digital over traditional TV programmes.
Also, the number of Americans using their mobile devices to watch digital videos has nearly doubled since this time last year – smartphones account for 46 per cent and tablets for 41 per cent of this viewing time. Furthermore, nearly half (48 per cent) connected TVs to watch original digital video, a figure that has also nearly doubled since the same period a year ago.
“This study underscores the importance of this innovative medium to advertisers who demand the kind of reach and engagement that ‘made for digital’ content delivers,” said Randall Rothenberg, president and CEO at the IAB.