This month, both Ooyala and Nielsen released Q2 2014 Reports that shed light on the uptick in mobile video viewing. In this article, we’ll take a closer look at this data and explore the different ways in which both brands and publishers are catering to consumers’ viewing habits.
In an interview with Beet.TV, David Hallerman Principal Analyst at eMarketer notes that by 2018, half of all estimated digital video ad spending will be dedicated to mobile. Ooyala, in its Q2 2014 Global Video Index, asserts that mobile video viewing is on track to make up more than half of all video views by 2016.
Here are a few other interesting statistics from the report:
- In the past year, mobile video viewing has more than doubled to become over 25% of all online viewing.
- Mobile video share has increased 127% year-over-year and 400% in the last two years.
- In February, mobile’s share of online video was 21%; by June, its share increased to 27%.
Nielsen, on the other hand, released its Q2 2014 Cross-Platform Report which notes that per capita online video viewing on PCs and smartphones among all ages increased by more than four hours over the last year.
“With smartphones topping seventy percent penetration and tablets inching toward the fifty percent mark, the growth in digital consumption can only increase,” said Dounia Turrill Nielsen SVP of Insights.
Companies have embraced video sharing sites like Vine and Instagram Video in order to reach and engage mobile video viewers. As a result, a good number of publishers have introduced mobile video ads to bridge this gap between brands and consumers.
The most recent addition to the mobile video ad family is Flipboard.
The company describes its app as “a single place to discover, collect and share the news you care about. Add your favorite social networks, publications and blogs to stay connected to the topics and people closest to you.”
Boasting a user base of 100 million, Flipboard launched the video ad unit on Monday with eight brands including Gucci, Sony Pictures, Jack Daniels and Chrysler. Unlike Facebook, these ads won’t auto-play. They will also remain muted and condensed unless a user clicks the play button—this will expand the video to full-screen and initiate audio.
Here are a couple of the ads:
“For brands, this is a way to create a more engaging experience for consumers as well as an opportunity to broaden the reach for their existing video assets such as TV commercials, online videos and movie trailers,” states Flipboard’s press release.
As tablet and smartphone penetration increases, so too will mobile video viewing. The industry is constantly evolving to meet the needs and wants of content-hungry consumers, and as this shift to mobile becomes more pronounced, mobile video will reign supreme.