The valuable digital video audience is growing in both number and time spent viewing, and that is compelling more marketers to invest more ad dollars, according to a new eMarkteter report, “Video Advertising Benchmarks: Key Data, Trends and Metrics.”
The latest eMarketer projection shows that by 2014, nearly three-quarters of all US internet users will watch video online at least once per month. Alongside rising viewership, spending for video advertising, both desktop and mobile, will rise from $2.93 billion in 2012 to $8.04 billion in 2016.
As more ad-supported video content is created, the focus shifts to the four basic benchmarks of video advertising: ad metrics, types of ads, spending trends and audience size.
Traditional digital ad metrics include completion rates and brand lift. When a user views a video ad in full, marketers can be more confident that their message got across. One would assume that shorter ads would have higher completion rates, and data from video ad network YuMe, supports that assumption. In the first quarter of 2011 and the first and second quarter of 2012, YuMe found that shorter ads saw higher completion rates.
Brand lift, or the overall increase among the various brand health markers, is another important evaluation metric, cited as the video metric that delivered the highest level of success by the most respondents.
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