online video - Adroit Digital

ONLINE VIDEO
LOOK WHO’S
WATCHING NOW
A SNAPSHOT OF HOW CONSUMERS
INTERACT WITH ONLINE VIDEO
CONTENT AND ADVERTISING
adroitdigital.com
Contents
adroitdigital.com
Introduction
3
Objectives & Methodology
4
Major Findings
5
Demographics
6
Survey
7
Conclusion
18
About Adroit Digital
19
Contact Us
19
ONLINE VIDEO
Introduction
On August 1, 1981, MTV aired its first video, The Buggles “Video Killed the Radio Star.”
Fast-forward to 2014 and radio is still very much alive and well, although it has transformed.
Interestingly, both radio and video (broadcast/cable television) are currently undergoing
what some might call radical changes.
Digital entrepreneurs and the rapid consumer adoption of new technologies have driven
both of these advertising mainstays onto the Internet, and not by their choice. Radio and
the music publishing industry saw the first shot come across their bow with Napster.
Broadcast and cable TV now have a similar situation on their hands with the likes of Aereo
and other innovative content providers and over-the-top (OTT) devices. The impact of this
shift is so profound that the United States Supreme Court will soon rule on how copyright
protected video content can be distributed. This represents a potentially major blow to
broadcasters—specifically related to their revenue stream from royalties, distribution fees,
and advertising. However, this may turn out to be a major win for consumers. They will find
themselves squarely in the driver’s seat when it comes to what, when, and where they’ll
consume their audio and video content, including how they’ll pay for it and the amount of
advertising to which they choose to be exposed.
In this shifting landscape, where does this leave broadcasters/content providers and the
advertisers that depend on them to reach their audiences? The good news for advertisers is
video consumption is on the rise. Much like video didn’t kill the radio star, online/on-demand
video won’t kill network television or the distribution networks (cable, satellite, and local
affiliates) that deliver their content. According to eMarketer’s recent report on US media
consumption, overall daily media consumption has risen over 20% from 2010 to 2014. When
the focus is narrowed to video only, the story is more dramatic. While TV consumption has
grown slightly over 1% in the same period, digital video consumption (online and mobile)
has increased over 900%* (this with the caveat that the starting data point is very small).
According to eMarketer, “Americans own more devices than ever before, and they are
spending increasing amounts of time with them collectively.”* These devices have opened
up an entirely new space for simultaneous media usage.
From an overall major media perspective, this all becomes a game of dollars and cents. Who
will win the race is far from being determined. But these changes will have a lasting effect on
advertisers and how they approach reaching audiences through various video channels
across multiple screens, all enabled by new technologies.
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ONLINE VIDEO
3
Objectives &
Methodology
To gain insight into how consumers view online video content and advertising
versus broadcast television, Adroit Digital conducted a study to ask viewers how
they approach video consumption and their thoughts on video advertising. The
insights gained in the survey are meant to assist agencies and brands in evaluating
how their current video strategy and offering align with how consumers watch
video content in the multi-screen universe.
The study was fielded from April 17 through April 21, 2014. The survey targeted a
random sample of United States consumers who self-identified as 18 years of age
or older and owning a television, smartphone, and personal computer or laptop.
The study garnered 2,000 completed surveys.
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ONLINE VIDEO
4
Major Findings
• 63% of our respondents said that if an online provider
could satisfy their broadcast TV viewing needs, they
would cancel their cable subscription. Men appear to
be more likely to cut the cord than women, 67%
compared to 57% respectively. 66% of 18–24-year-olds
would cut the cable cord. This number decreases with
those 45 and over at 51%.
• 68% of respondents would be more influenced by a
short video than a text-based ad when seeking new
product information. 70% of men compared to 64% of
women, and 72% of those 18–24 compared to 62% of
those 45 and over, would be more influenced by a short
video compared to a static or text-based piece of
content.
• 68% of all viewers surveyed are consuming video
content from YouTube; 51% are consuming video
content from live television broadcasts, and, almost
equal to TV, 49% are consuming video content from
Netflix. Women are bigger Netflix viewers than men,
56% to 43% respectively.
• 51% of all respondents indicated when watching a
30-minute recorded or on-demand program that they
are more likely to watch the entire program including
commercials than not.
• 59% of all respondents believe their TV set is transforming
into an overgrown monitor for their self-selected
content viewing. Men and young adults have a stronger
belief in this transformation than do women or older
adults. 69% of men believe their TV is becoming more
like a monitor for self-selected programming compared
to 51% of women. 63% of those 18–24 believe the same.
It is only in the 45+ age group that the minority, 47%,
holds this belief.
• 36% of all respondents indicated that more than half of
their video consumption is on-demand as opposed to
live broadcast television. 13% of all respondents watch
more than 75% of their video content on-demand. 35%
of 18–24-year-olds compared to 32% of those 45 and
over are consuming more than half of their video
consumption from an on-demand source.
• 56% of all respondents indicated they skip online video
ads most of the time. However, 20% don’t skip online
video ads most of the time. 24% let the online video ad
content determine if they would skip the ad.
• 75% of our respondents indicated that there is someone
else in their home accessing video content at the same
time they are via different devices oftentimes or
sometimes. 30% indicated there are often others
viewing at the same time they are.
• 46% of respondents indicated 15 seconds or under as
the optimal length for a video advertisement. 35%
indicated the optimal length to be 16 to 30 seconds.
The minority, 19%, believed 31 seconds or over was the
optimal length.
• 28% of respondents indicated they consume 15 or more
hours of streaming video content through a game
console or web TV device weekly. When it comes to
power-watchers (those watching 15 hours or more of
streaming video content per week), those ages 35–44
are the largest consumers of streamed video at 33%.
adroitdigital.com
ONLINE VIDEO
5
Demographics
Gender
43%
14%
57%
34%
Male
Female
15%
18–24
25–34
35–44
45+
N 77%
37%
AGE
4%
34%
70%
Women 56%
14%
51%
34%
49%
15%
Men 28%
Women 32%
30%
18–24
25–34
35–44
45+ 25%
Men 43%
Male
Female
68%
10%
30%
22%
37%
18–24
25–34
35–44
45+
Less t
1 to 10
10 to 3
More
18–24 16%
35+ 5%
MEN 25%
WOMEN 38%
35–44 35%
10%
37%
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30%
10%
30%
18–24 16%
Base: n=2,000 Sums may not equal 100 due to rounding
35+ 5%
MEN 25%
adroitdigital.com
18–24
Less than 1 minute
1 to 10 minutes
10 to 30 minutes
30%
Less than 1 minute
1 to 10 minutes
10 to 30 minutes
More than 30 minutes
Less than 1 minute
ONLINE VIDEO
6
30%
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30%
TO TV OR NOT TV, THAT IS THE
QUESTION
How many hours do you spend per week
consuming online or streamed video content
through a game console or web TV device
(Apple, Roku, Chromecast)?
43%
57%
5–15
35%
Men 38%
Women 35%
17%
15–30
18–24/45+ 24%
11%
40%
Male
Female
37%
15%
35–44 33%
77%
24%
Women 56%
70%
51%
Most of the time I skip it
From which sources
do time
youIconsume
Most of the
don’t skip it
10%
video content?
Depends on the ad
30% may be well-advised to spread their video
Advertisers
64% broadcasts.
advertising dollars outside of live18–24
television
35–44 50%
25–34
24%
68% of all viewers surveyed are consuming video
18–2451%
content from YouTube;
16%are consuming video
content from live 35+
television
broadcasts; and 49% are
5%
consuming video content
MEN from
25% Netflix.
Men 43%
Women 32%
25%
22%
tfli
8am–12pm
12pm–4pm
4pm–8pm
8pm–12am
Base: n=2,000 Sums may not equal 100 due to rounding
adroitdigital.com
Less tha
1 to 10 m
10 to 30
More th
However,
30% when it comes to Netflix and DVR content,
there is a marked difference between women and men.
Women are heavier viewers of Netflix, 56% compared to
43% of men. Women more than men are also using DVRs
30%
as a video
28%
respectively.70%
Less
than content
1 minutesource, 32%
10 to
to
30 minutes
40%
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WOMEN 38%
Men and women select video
content from different
35–44 35%
sources. They both indicated approximately the same
30%
level of consumption for live television.
Ne
Men 28%
37%
IS BROADCAST TV READY TO
SHARE THE SPOTLIGHT?
68%
49%
DV
R
51% (those
When49%
it comes to power-watchers
watching 15 hours or more of streaming
video) by age group, those ages 35–44 areWatch in
the largest weekly consumers of streamedentirety
Skip through
video at 33%. Both the youngest respondents,
ads
ages 18–24, and the oldest respondents, age
18–24
45 and over, fell on the lower end of the
25–34
power-watcher scale at 24% each.
45+ 53%
35–44
It appears all eyes are on streaming video.
45+
The question is, are advertisers keeping
their eyes on the ball?
56%
30%20%
Liv
e te
lev
isio
n
Men are more likely than women to
consume between five and fifteen hours
weekly of streaming content, 38% to 35%
14%
respectively.
34%
0–5
30+
Less
than 1 minute
10 to 30 minutes
28% of respondents indicated they consume
1fifteen
to 10 minutes
than 30 minutes
or more hours a weekMore
of streaming
video content through a game console or
web TV device.
13%
20%
1 to 10 minutes
30%
More than 30 minutes
By m
With
or fam
37%
ONLINE VIDEO
7
18–24
25–34
35–44
45+
37%
IT’S ALL ABOUT TIMING
Women 56%
70%
51%
How long do you spend watching any one piece
of video content on average?
68%
10%
49%
Men 43%
Women 32%
30%
Men 28%
30%
25%
Less than 1 mi
1 to 10 minute
10 to 30 minu
More than 30
18–24 16%
35+ 5%
22%
MEN 25%
WOMEN 38%
35–44 35%
30%
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30%
Less than 1 minute
1 to 10 minutes
10 to 30 minutes
More than 30 minutes
When it comes to how long a viewer will watch any one piece of
video content, the answer seems unclear for advertisers as to what
should be the optimal length for engagement.
Men 38%
5–15
Women 35%
17%
15–30
30+
18–24/45+ 24%
11%
40%
35%
0–5
37%
Our survey respondents indicated a fairly even spread across how
long varying lengths of video content hold their attention. The
49%
51%
majority of all
respondents were
split into thirds across categories
from 1 minute to more than 30 minutes. The minority, 10%, stop
Watch in
viewing in less than one minute.
entirety
Skip
through
Women are more likely than men to consume one
piece
of video
ads
content for more than 30 minutes with 38% compared to 25%.
35–44 33%
24%
18–24-year-olds indicated the greatest likelihood to tune45+out
53%in
under sixty seconds at 16%. This number drops to 5% in those 35
years of age and older.
56%
Those respondents 35–44 seem to have the greatest interest in
staying tuned in. 35% of this group indicated on average they will
watch a single piece of video content for more than 30 minutes.
Base: n=2,000 Sums may not equal 100 due to rounding
adroitdigital.com
Most of the time I skip it
Most of the time I don’t skip it
ONLINE VIDEO
8
Men
Less than 1 minute
1 to 10 minutes
DV
R
Liv
e te
lev
isio
n
Women 32%
Men 28%
49%
35+ 5%
51% MEN 25%
WOMEN 38%
Watch in
entirety
Skip through
30%
ads
35–44 35%
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35%10 to 30 minutes
Men 38%
More than 30 minutes
Women 35%
37%
11%
JUST SKIP IT
Most of the time I skip it
Most of the time I don’t skip it
49%on the ad 51%
Depends
17%
18–24/45+ 24%
35–44 33%
40%
24%
If given the option to skip anMenInternet
38%
5–15video ad, how often do you
Womenskip
35% it?37%
56%Watch in
18–24 64%
entirety
Skip through
ads
35–44 50%
15–30When20%
it comes to online17%
video ads, our respondents
33%than they
18–24/45+to
appear to be more willing
bypass35–44
an ad
24%
30+are with recorded/on-demand
11%
content.
49%
40%
Less than 1 minute
1 to 10 minutes
24%
The only group
that indicated they skip ads15–30
the
56%
majority of the time are those aged 45 and over, at
53%. 30+
35%
Les
Less than 1 minute
1 to
1 to 10 minutes
10 t
Mo
18–24 16%
45+ 53%
When asked if our respondents watch commercials or
skip them while viewing a recorded/on-demand
0–5 show,
the majority, 51%, said they watch the show in its
entirety, including commercials.
5–15
0–5
30%
30%
Ne
tfl
DV
R
n
11%
30%
37%
For all the conjecture that no one watches
17% our respondents seem
commercials anymore,
35–44 33%
18–24/45+ 24%
to indicate otherwise.
lev
isio
30+
Women 35%
Liv
e te
15–30
Are you more likely to watch
a
25%
30-minute recorded/on-demand22%
show
in its entirety including ads, or are
you more likely to skip35%
through ads
and watch the recording
in segments?
Men 38%
40%
5–15
Men 43%
THE AUDIENCE IS SPLIT
0–5
10 to 30 minutes
More than 30 minutes
10%
49%
30%
Wom
68%
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70%
25–34 24%
Most of the
45+ 53%Most of the
Depends o
56% of all respondents indicated they skip online
video ads most of the time. However, 20% don’t skip
online video ads most of the time.
35–44
20%
25–34 24%
40%
18–24-year-olds are24%
most likely to skip online video
56%
ads most of the time, 64%, and those age 35-44 are
8am–12pm
least likely to skip online 13%
video ads most of the time
at 50%.
12pm–4pm
20%
30%
8pm–12am
37%
Base: n=2,000 Sums may not equal 100 due to rounding
adroitdigital.com
12pm–4pm
4pm–8pm
8pm–12am
18–24 64%
13%
35–44
50%
25–34 24%
By myself
With friends
or family
40%
8am–12pm
20%
70%
Most of the time I skip it
Most of the time I don’t skip it
Depends on the ad
Adults 25–34 are the age group least likely to skip
online4pm–8pm
video ads most of the time at 24%. 30%
20%
30%
37%
ONLINE VIDEO
9
56%
35–44 50%
20%
LET THE VIEWING BEGIN
20%
When asked what time of day our respondents
are most likely to consume video content,
over two-thirds, 67%, said they are most likely to
consume video content from 4pm to 12am.
12pm–4pm
13%
18–24 64%
35–44 50%
25–34 24%
13%
8am–12pm
20%
12pm–4pm
4pm–8pm
30%
8pm–12am
37%
ONE IS THE LONELIEST
NUMBER20%
30%
70%
4pm–8pm Are you more likely
30%
to be
By myself
With friends
or family
consuming video content by
37% such
yourself or with others
as friends or family?
45%
Men 32%
70% of our respondents usually consume
video content by themselves. 30% like to
share their video moments with friends or
family.
45%
27%
30%
37%
50%
37%
50%
Viewing video content seems to be a
one-man or one-woman show.
63%
Women
8pm–12am
30
40%
8am–12pm
Most of the time I skip it
Most of the time I don’t skip it
Depends on the ad
40%
What time of day are you
most likely to consume video
content?
25–34 24%
16%
Men 32%
9%
MEN 67%
9%
50%18–24 66%
adroitdigital.com
41%
32%
25–34 39%
WOMEN 45%
Rar
ely
Ne
ver
s
me
eti
s
Som
Of t
ent
ime
45+ 51%
35% Base: n=2,000
33%
59%
45+ 42%
WOMEN 57%
35–44 41%
16%
Yes
MEN 41%
Women
No
18–24 36%
27%
Of t
ent
ime
s
Som
eti
me
s
Rar
ely
Ne
ver
30%
33%
Sums may not equal 100 due to rounding
31%
31%
ONLINE VIDEO 10
20%
HOME ALONE?
40%
Online media
consumption
is driving
advertisers
toward
video ads
Are there other people in your home
accessing video content at the same
time you are from different devices?
13%
8am–12pm
When it comes to a multi-screen, multi-room viewing
12pm–4pm
20%
household, are there
several video screens running
at
any given time?
4pm–8pm
75% of our respondents indicated that there is someone
8pm–12am
else in their home accessing
video content at the same
time they are via different devices sometimes or
oftentimes. 30% indicated there are often others
viewing at the same time.
30%
37%
It appears men are more likely to have viewing
companions in the house compared to women, 32%
and 27% respectively.
50%
Men 32%
45%
Women
27%
30%
16%
Rar
ely
Ne
ver
s
me
eti
s
50%
MEN 41%
ONLINE VIDEO
24 36%
25–34 39%
adroitdigital.com
N 45%
Base: n=2,000 Sums may not equal 100 due to rounding
11
35–44 41%
Som
Of t
ent
ime
9%
30%
By myself
With friends
or family
37%
8pm–12am
CABLE CAN GO
If you could have all your broadcast TV needs
satisfied with an online provider like Aereo/
50%
SkitterTV/NimbleTV,
would you cancel your
45%
cable subscription?
37%
63%
27%
Men 32%
The worlds of video and broadcast TV are rapidly evolving. With
more viewing options being introduced to consumers every day,
the need for a cable subscription for viewing may become much
less of a priority.
30%
63% of our respondents said if their broadcast TV needs could be
satisfied by an online provider, they would cancel their cable
subscription.
16%
Women
No
Yes
MEN 67%
Men appear to be more likely to cut
9%the cord than women, 67%
compared to 57% respectively.
WOMEN 57%
18–24 66%
Rar
ely
Ne
ver
s
me
eti
s
45+ 51%
Som
Of t
ent
ime
It’s possible our youngest respondents, 18–24, are more likely
than our oldest respondents, 45 and over, to view cable as less
of a priority. 66% of 18–24-year-olds would cancel their cable.
This number decreases with those 45 and over at 51%.
35%
33%
31%
31%
59%
Yes
No
45+ 42%
35–44 41%
18–24 36%
WOMEN 45%
25–34 39%
50%
MEN 41%
41%
33%
32%
21%
MEN 69%
WOMEN 51%
18–24 63%
ess
out
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ors
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alth
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adroitdigital.com
He
Fas
h
ion
and
and
b ea
uty
45+ 47%
ONLINE VIDEO
12
Wo
16%
MEN 67%
9%
WOMEN 57%
18–24 66%
Rar
ely
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ver
Of t
e nt
ime
s
S om
e ti
me
s
45+ 51%
WHAT’S WITH THE BIG MONITOR ON
THE WALL?
41%
59%
Yes
No
45+ 42%
35–44 41%
MEN 41%
18–24 36%
25–34 39%
Do you believe your main TV is transforming
into a monitor for the content you
self-select to view from an online or web
50% device?
enabled
WOMEN 45%
With the advent of on-demand programming and over-thetop (OTT) options like video-from-web ready TVs, web TV
boxes, and game
35%consoles, the viewer is almost completely
33%
in control. The only content
holdout has been33%
the major
31% 31%
networks, and Aereo is currently challenging them.
32%
Of all of our respondents, 59% believe their TV set is
21% for the content they choose
becoming more like a monitor
to watch, as opposed to linear TV.
MEN 69%
WOMEN 51%
18–24 63%
fitn
e
ss
out
do
ors
Au
tom
oti
Foo
ve
da
nd
win
e
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Ne
ws
and style
cur
re
eve nt
nts
45+ 47%
and
and
and
b ea
uty
Men and young adults have a stronger belief in this
transformation than do women or older adults. 69% of men
view their TV as a monitor compared to 51% of women. 63%
of those 18–24 believe the same. It is only in the 45+ age
group that the minority holds this belief at 47%.
rts
Spo
alth
He
Fas
h
ion
Base: n=1,044 Sums may not equal 100 due to rounding
6%
46%
13%
1 to 15 seconds
16 to 30 seconds
31 seconds to 1 minute
More than 1 minute
35%
adroitdigital.com
ONLINE VIDEO 13
WHERE TO TUNE IN
In what content categories are you
most likely to respond to online
50%
video
45% ads?
Men 32%
The odds appear to be in favor of advertisers taking
advantage of video ad units.
When asked in which content category our respondents
were most likely to respond to an online video ad, there
30%
Women
27%
doesn’t appear to be a clear-cut content champion.
The top categories, overall by a narrow margin, are
health and16%
fitness, 35%; tied for the second spot are
sports and outdoors along with news and current
events, 33%; and9%
third, fashion and beauty, 32%.
63%
No
Yes
MEN 67%
WOMEN 57%
18–24 66%
45+ 51%
Rar
ely
Ne
ver
s
me
eti
s
37%
Som
35%
33%
31%
31%
59%
Yes
No
45+ 42%
35–44 41%
18–24 36%
WOMEN 45%
25–34 39%
50%
MEN 41%
41%
33%
32%
21%
MEN 69%
WOMEN 51%
18–24 63%
ss
out
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ors
Au
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ifes
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and tyle
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alth
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b ea
uty
45+ 47%
Fas
h
Of t
ent
ime
Tops across the sexes and ages are for men, sports and
outdoors, 41%; women, fashion and beauty, 45%; 18–24,
sports and outdoors, 36%; 25–34, health and fitness,
39%; and with those 35–44 and 45 and older, it is news
and current events, at 41% and 42% respectively.
Online video
is increasing
overall
media
consumption
Base: n=2,000
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ONLINE VIDEO
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Lif
Ne
ws
and
c
Au
to
Foo
da
n
ou
and
and
Sp o
r ts
alth
and
He
Fas
hio
n
b ea
uty
a
n
Sp o
d fi
t ne
r ts
ss
and
out
do
or s
Au
tom
o ti
Foo
ve
da
nd
win
e
Life
Ne
ws
and style
cur
re
eve nt
nt s
and
alth
He
Fas
hio
n
18–24 63%
45+ 47%
6%
60 SECONDS IS A LONG TIME
To be effective, what is the optimal
length of a video ad?
WOMEN 51%
46%
13%
If advertisers want their video ads to leave viewers
with a positive brand experience, less may be more.
6%is for a video
When asked what the optimal length
ad, 46% of respondents indicated 15 seconds or
under is the answer. 35% indicated the optimal
length to be 16 to13%
30 seconds. The minority, 19%,
felt 31 seconds or over was the optimal length.
1 to 15 secon
16 to 30 sec
31 seconds t
More than 1
46%
35%
1 to 15 seconds
16 to 30 seconds
31 seconds to 1 minute
More than 1 minute
35%
36%
64%
32%
Video content
Text content
MEN 69%
WOMEN 59%
18–24 68%
36%
64%
32%
45+ 58%
68%
Video content
Text content
Short video
Text conten
MEN 69%
WOMEN 59%
18–24 68%
50%
45+ 58%
28%
45+ 32%
36%
18–24 35%
Video content marketing
has become an increasingly
high priority for businesses**
23%
Base: n=2,000 Sums may not equal 100 due to rounding
adroitdigital.com
5%
50%
13%
ONLINE VIDEO
15
31%
35%
MEN 69%
alth
WOMEN 51%
1 to 15 seconds
16 to 30 seconds
31 seconds to 1 min
More than 1 minute
18–24 63%
He
Fas
hio
n
21%
13%
and
32%
b ea
uty
and
Sp o
fitn
r ts
e ss
and
out
do
or s
Au
tom
o ti
Foo
ve
da
nd
win
e
Life
Ne
ws
and style
cur
re
eve nt
nt s
31%
45+ 47%
HOW DO YOU DO THAT?
When you’re searching for “how-to” information,
35%
are you more likely to search for video content
or text content?
36%
64%
b ea
uty
a
n
Sp o
d fi
tne
r ts
ss
and
out
do
or s
Au
tom
o ti
Foo
ve
da
nd
win
e
Life
Ne
ws
and style
cur
re
eve nt
nts
Video conten
Text content
6%
alth
64%
31 seconds to 1 minute
More than 1 minute
18–24 35%
68%
Short video
Text content
13%
M
WO
45+
51–
75%
76–
100
%
45+ 32%
adroitdigital.com
23%
32%
Short video
Text content
MEN 70%
WOMEN 64%
18–24 72%
0–
25%
26–
50%
51–
75%
76–
100
%
18–24 68%
45+ 62%
Base: n=1,000 Sums may not equal 100 due to rounding
Base: n=2,000 Sums may not equal 100 due to rounding
28%
45+ 32%
28%
MEN 69%
36%
45+ 58%
36%
WOMEN 59%
45+ 58%
18–24 68%
50%
36%
69%
When seeking new product information, the majority of our MEN
WOMEN
respondents, 68%, would be more influenced by a short video
than59%
18–24 68%
by something text-based.
28%
45+ 58%
23%
70% of men compared to 64% of women, and 72% of those 18–24
64%
32%
compared to 62% of those 45 and over, would be more influenced by 68%
Video
a short video compared
to a content
static or text-based piece of content.
13%
Text content
50%
MEN 69%
WOMEN 59%
1 to 15 seconds
16 to 30 seconds
31 seconds to 1 minute
More than 1 minute
Video50%
content
When seeking out new product information,
would you be more influenced by a short
video
Text content
(15 seconds) or a text-based piece of content?
32%
1 to 15 secondsVideo content
Text content
16 to 30 seconds
0%
64%
45+ 58%
18–24 35%
36%
18–24 35%
36%
VIDEO IS THE WAY
45+ 32%
35%
46%
Men seem to be35%
more visual
than women, with 69% compared to 59%
being more likely to use a video source for how-to. Those 18–24
compared to those 45 and older are also more likely to choose a video
at 68% compared to 58%.
18–24
26–
5
64%
6%of all respondents go to a video source to find how-to information
as opposed to a text-based approach.
WOMEN
0–
25%
Traditionally, when searching for information on how to accomplish a
task or find instructions, it has been a text-based search dating back to
the library and, until recently, the text-based web. Online
36%video seems
to have changed something very old into something new.
13%
MEN
He
Fas
hio
n
and
When it comes to teaching an old dog new tricks, how-to information
seems to be breaking the rules. The old how-to guide has been
46%
replaced by the13%
how-to video.
23%
ONLINE VIDEO
16
ME
WOM
18–
45+ 58
Of all your video consumption, what
percentage is on-demand as opposed to
live broadcast television?
28%
23%
In looking across the results by sex and age groups, there seems to
be little difference in the division of broadcast versus on-demand.
One may expect to see a larger delta between those 18–24 and
those 45 and over.
13%
26–
50%
0–
25%
35% of 18–24-year-olds compared to 32% of those 45 and over are
consuming more than 50% of their video consumption from an
on-demand source.
45+ 32%
36% of all respondents indicated that more than half of their video
consumption is on-demand as opposed to live broadcast television.
13% of all respondents watch more than 75% of their video content
on-demand.
36%
18–24 35%
50%
51–
75%
76–
100
%
IS IT LIVE OR IS IT MEMOREX?
Americans own more
devices than ever
before, and they are
spending increasing
amounts of time with
them collectively.*
Base: n=1,000
n=2,000 Sums
Sumsmay
maynot
notequal
equal100
100due
dueto
torounding
rounding
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ONLINE VIDEO
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Conclusion
It’s clear the way viewers are consuming video content is shifting quickly. The phrase “video
content” in and of itself is a strong indication the worlds of online, broadcast, and cable TV
are on a collision course. What traditionally has been thought of as programming is now just
another form of digital content.
The big collision won’t be about the content. It will be about what supports the content—
advertising. Currently, US advertisers are spending in excess of $65 billion annually on
television advertising.^ For brands, television advertising is a tried and true formula for
reaching consumers with a known and trusted measurement system established over
decades. In the digital world, it has taken online advertisers slightly over a decade to
effectively market, sell, and measure digital ads to secure digital dollars with a system that
brands understand and accept. It’s inevitable there will be dollars traditionally spent on
broadcast and cable that will transition to digital dollars for video content.
This brings to the forefront another term—“digital dollars,” or advertising dollars. The
shifting eyes and viewing preferences of consumers are going to force television advertisers
to quickly define a unified digital strategy to keep up with viewers. To accommodate this
transition, the division of church and state—traditional and digital advertising strategies—is
going to have to change faster than advertisers will be comfortable doing.
To be successful in this brave new world of digital video content, advertisers and publishers/
broadcasters will have to wade into a quagmire of technology solutions with which they are
more than likely unfamiliar and unequipped to conquer on their own. Simply getting the
inventory supply up and running to be sold efficiently and effectively at a price floor that will
satisfy publishers/broadcasters will be a big feat. Establishing a trusted measurement
system to satisfy advertisers who control the dollars is another looming challenge.
With a world of uncertainty ahead and the rate of change affecting the world of video and
video advertising, one thing is certain—there won’t be a dull moment. Agencies, brand
advertisers, broadcasters/publishers, cable systems, and ad tech suppliers all need to fasten
their seatbelts, hold on to one another, and be prepared for the ride of a lifetime. Let the
ride begin.
adroitdigital.com
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About Adroit Digital
At Adroit Digital, we believe people move technology,
not the other way around. Our team of programmatic
experts uses human insights, our exclusive data set,
and unmatched media access to intelligently drive
marketing performance. We work hard to delight our
customers every day.
We have offices in New York, Boston, Los Angeles,
Chicago, and San Francisco.
Contact Us
For press inquiries, please contact
Marci Stone, [email protected]
Matter Communications
For sales inquiries, please contact
[email protected]
(855) 6-ADROIT
Sources:
* eMarketer, US Time Spent with Media: The complete eMarketer forecast
for 2014 http://www.emarketer.com/Article/Mobile-Continues-StealShare-of-US-Adults-Daily-Time-Spent-with-Media/1010782
** Karcaewski, T., Content Standard, Online Media Drives Advertisers
Toward Video Ads, May 2014 http://www.skyword.com/contentstandard/
news/online-media-consumption-drives-advertisers-toward-video-ads/
^ Perlberg, Steven. Wall Street Journal, Digital Ad Revenue Skyrockets,
But Still Lags TV. April 10, 2014. http://blogs.wsj.com/cmo/2014/04/10/
internet-ad-revenues-iab/
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