Pre-Roll Ads Most Popular Format, Twitter Delivers Most Engaged Online Video Viewers
According to a new data released by TubeMogul and Brightcove, newspaper and magazine publishers get the highest online video viewing completion rates, while 35 percent of respondents said in-stream video ads produced the most revenue for their media businesses compared to other ad formats.
Broadcast networks had the most online video streams in the first quarter, followed by Web media brands, magazine publishers, music labels, newspaper publishers and radio broadcasters.
Meanwhile, newspaper publishers led the way in terms of video player loads in the first quarter, followed by magazine publishers, Web media brands, broadcast networks, music labels and radio broadcasters.
Newspaper publishers also had the most video uploads in the first quarter, followed by broadcast networks, Web media brands, magazine publishers, music labels and radio broadcasters.
Online broadcast networks boasted 2:35 (mm:ss) watched per stream, followed by music labels with 1:50, newspaper publishers with 1:41 and magazine publishers with 1:22.
Newspaper publishers had a 41.1 percent completion rate, followed by magazine publishers with 39.0 percent, broadcasters with 37.8 percent and music labels with 28.5 percent.
TubeMogul and Brightcove note that 51.75 percent of all video streams are discovered by way of direct traffic, which means that “viewers are directly navigating to videos once they are on a given publisher’s site.” Google is the biggest external source of traffic, accounting for 38.92 percent of all streams referred, followed by Yahoo! with 5.58 percent, Bing with 2.29 percent and Facebook with 0.40 percent.
Twitter referrals led to the highest levels of engagement for broadcast networks, magazine publishers and music labels. Newspaper publishers, the exception, got the highest level of engagement from Yahoo!
The top reason for why respondents said they were using online video on their sites was increasing visitor engagement (time spent) with a 76 percent response, followed by strengthening their brand with 60 percent and increasing overall site visitors with 55 percent.
The study showed that 50 percent of respondents are using in-stream advertising as a monetization strategy, followed by in-page advertising with 47 percent and sponsorship with 37 percent.
Sponsorship was the monetization strategy that the most respondents said they planned on adding this year, followed by in-stream advertising and in-page advertising.
More than 35 percent of respondents said they sell in-stream advertising more than any other online video ad format, followed by other formats, sponsorship and player skins.
Seventy-five percent said pre-roll was the most dominant insertion point for in-stream ads, followed by post-roll with 24 percent, player load with 11 percent and mid-roll with 10 percent.
CPM was the most popular way to price/sell video ad inventory, followed by flat rate/sponsorship, other ways, CPC and CPA.
Currently, 11 percent of respondents said they deliver ad-supported video content to mobile devices, while 54 percent said they would be going that route within the next year.
