STATS, FACTS & FUTURE TRENDS: November 2016

Stats, Facts & Future Trends December 1st, 2016

This month, we discover exactly how people respond to branded video, what the key Christmas content sharing hotspots are, and why content sharers are much more likely to purchase.

Consumers respond to branded video

Nearly half (46%) of consumers have made a purchase as a result of watching a branded video, while another third (32%) have considered doing so, a new global survey has found. Brightcove, a video cloud services company, worked with research firm Vanson Bourne to examine the social video preferences of 5,500 adult consumers in the US, UK, France, Germany and Australia, and found that:

  • 81% of consumers currently interact with brands on social media, with 43% having done so through watching branded video.
  • 79% of respondents agreed that video is the easiest way to get to know a brand, while almost a third (31%) named video as their top choice of branded content on social networks.
  • YouTube accounted for half of all social video views, followed by Facebook (36%), with the remaining 14% divided between other social networks, such as Snapchat, Twitter and Instagram.
  • Facebook was the social network on which consumers were most likely to “like” a good video (51%), share it (44%) or comment on (32%)

“In recent years a clear trend favouring video content on social media has emerged, especially as social giants like Facebook have moved to ensure video is prominent within the consumer news feed,” said David Mendels, CEO of Brightcove. “We’re at a point now where the billions of daily views and millions of viewing hours represent a significant opportunity for brands striving to engage with their audiences online. But it’s not without its challenges.”

Source: WARC
To read the full article click here.

Relevance vital to short-form video ads

The volume of short-form video being watched in the UK has jumped 50% in the past year, according to research. AOL commissioned a survey of more than 1,000 digital video viewers across the UK, and also found that:

  • The volume of short-form video consumption was growing quickest among 25-34 year olds at 69%.
  • However, the longest viewing sessions were among 18-24 year olds, at an average of 26 minutes, closely followed by 25-34 year olds on 23 minutes. The over-45s spent only 15 minutes on this activity.
  • Almost two-thirds (63%) said they were prepared to see a brand advertised or involved with a video they are watching, if the content is interesting to watch.
  • Almost half (47%) said that if they are watching a video they like, they don’t mind if a brand is really prominent throughout.
  • Viewers are more likely (54%) to watch an ad if it is related to the destination content, while 41% said they would prefer brands to be featured in the video they are trying to watch rather than being put in a pre-roll.

“Whilst pre-roll remains an important and effective way to speak to target audiences, brands need to get smart about other ways they can tap into short-form video,” said Mark Melling, senior director of AOL Video, Europe. “Digital video is the most powerful medium for connecting advertisers with their consumers, but it’s still a maturing medium that’s going through major change.”

Source: AOL
To read the full article click here.

Christmas content sharing has four hotspots

Image result for christmas

Some 72% of UK consumers are expected to share Christmas-related content online this festive season, but marketers should be aware that there will be four sharing spikes besides Black Friday and Cyber Monday. RadiumOne analysed 10m shares of gift-related content based on a sample size of 1,000 adults, and found that:

  • There are four sharing hotspots, which marketers “can tap into to fuel sales”: 11-12th and 18-19th November, and 3-4th and 18-19th December.
  • Advertising is only the seventh most popular content, alongside present wish lists (30%).
  • Festive pictures (65%) are by far the most popular content, followed by videos (49%), present ideas (45%) and sales and promotions (43%).
  • The research also revealed that mobiles have now overtaken laptops as the most popular device for sharing content online and are used by 41% of sharers.

“The vast majority of purchases result from recommendations by friends and family people trust, so sharing behaviour is a hugely powerful retail signal at this time of year which marketers need to have built into their paid, owned & earned plans,” said Craig Tuck, RadiumOne’s Managing Director. “Sales & promotions and present ideas will each be shared by about 15.9 million people. This is a real-time trigger of consumer intent and the most likely moment they’ll interact with a brand at the most important retail period of the year.”

Source: RadiumOne
To read the full article click here.

VR delivers strong emotional engagement

Image result for VR delivers strong emotional engagement

Content delivered in virtual reality (VR) format produces significantly higher levels of emotional engagement than the same material shown in flat environments, according to new research. A study by ad tech firm YuMe and research firm Nielsen used neuroscience techniques to gauge 150 participants’ emotional responses to a clip experienced in VR experience on a headset, a 360-degree video on a tablet, and video on a flat screen TV. The research found that:

  • VR elicited 27% higher emotional engagement than in a 2D environment and 17% higher emotional engagement than a 360-degree video on a flat screen.
  • VR viewers were emotionally engaged 34% longer than when they viewed the same content in 2D and 16% longer than when they watched it in 360-degree video on a flat screen.
  • However, the nature of VR, in that viewers are in control of their own experience, means that attention is easily diverted to aspects such as scenery and landmarks, and away from the primary storyline.

“Advertisers need to artfully balance freedom of exploration and storyline flow in new immersive environments to deliver highly engaging viewer experiences,” explained Stephanie Gaines, VP/Corporate Marketing at YuMe.

Sources: YuMe, Nielsen
To read the full article click here.

Content sharers are more likely to buy

Consumers who share and click content are nine times more likely to purchase than non-sharers, a new report has revealed. RadiumOne’s The Power of Sharing Data study also found that dark social – where consumers share via email, private link sharing or copy and paste – to be a purchase driver. Other findings include:

  • Dark social now accounts for more than 75% of consumer sharing online and although public platforms such as Facebook and Twitter.
  • Dark social is much more important when it comes to conversions because, in most instances, websites, pictures or links are shared with other individuals with a specific intent in mind.
  • More than three-quarters (77%) of converted sharers went via dark social channels, compared to just 12% on Facebook and 4% on Twitter.
  • The data also indicates that the more content a user shares or interacts with, the more likely they are to convert, suggesting brands should ensure that analytics tracks non-public sharing.

“Taking advantage of consumer sharing behaviours has thus far been a widely untapped resource by marketers,” said RadiumOne CEO Bill Lonergan. “By analysing and acting upon consumer sharing signals, marketers get a real-time view into what consumers are interested in and where they are on their journey.”

Source: RadiumOne
To read the full article click here.

Video viewers have their pick of devices

US adults spend an average of 5 hours, 14 minutes watching video each day this year, according to eMarketer, and they’re doing so across several devices. Research from The Diffusion Group found that few US broadband households own just one or two video-capable devices. Instead, a third of households own more than five, with at least four devices being the norm. The report found that:

  • 71% of US broadband households own at least four video-capable devices, and another 21.0% said they own three.
  • Very few (0.2%) own just one video-capable device.
  • Research from Sandvine also found that device ownership peaked at six devices, owned by 10.5% of connected households. But more than half of households had even more.
  • Image result for different devices

However, a study from YouGov and The Huffington Post found that consumers may be overdoing it. More than half of US internet users said they spent too much time using digital devices, including computers, mobile phones, TVs and video game consoles.

Sources: eMarketer, The Diffusion Group, YouGov, The Huffington Post
To read the full article click here.

Mass media still key to success

Use of mass-reach paid media is increasingly important for delivering long-term effectiveness, but many marketers are instead concentrating on short-term activations with short-term results, according to a new report from the IPA. Written by Les Binet and Peter Field, Marketing in the Digital Age analysed case studies in the IPA Databank (made up of entrants to the IPA Effectiveness Awards) and found that:

  • Penetration rather than loyalty is the key driver of effectiveness.
  • Specifically, very large business impacts were seen in 7% of ‘loyalty’ campaigns, a proportion that grew to 22% of ‘penetration’ campaigns.
  • This means that mass media with mass reach tends to deliver bigger results. Adding TV to a campaign’s media mix increases its effectiveness by 40%, a bigger impact than any other medium.
  • Adding owned media increases the business effects of a paid media campaign by 13%, while adding earned media boosts effectiveness by 26%.
  • Effectiveness has actually fallen “very significantly” over recent years, the report said, laying the blame at an increasing focus on short-term success metrics.

“Clearly the [financial] crisis has altered the mindset of general management,” said Peter Field in the report. “Digital metrics are very short-term focused, and that has led marketers into a short-term mindset. A lot of people in management do not have marketing backgrounds, and find the short-term argument seductive. They are judged by the quarter and they want results by the quarter. I wish we had more CEOs and CFOs that understand if we restrain marketing to the quarterly cycle, we stuff it!”

Source: IPA
To read the full article click here.

Mobile takes majority share of UK time with digital media

In 2016, for the first time, adults in the UK will spend more time with their mobile devices than with desktop and laptop computers, according to eMarketer. Other findings from their report include:

  • Mobile time—which includes non-voice time with tablets and mobile phones—will account for more than a quarter of daily media time for the average adult, at 2 hours and 29 minutes.
  • This represents an 11.8% rise over last year.
  • Traditional TV viewing will represent just under a third of daily media time this year.
  • By 2018, mobile will have a 29.5% share of total media time spent per day – just a single percentage point behind TV.

“Although TV viewing time looks to be suffering at the hands of mobile, TV content remains incredibly popular,” said eMarketer senior analyst Bill Fisher. “In fact, small proportions of digital and mobile time are actually taken up by TV-like viewing, with a plethora of on-demand and streaming options being keenly embraced by UK consumers.”

Source: eMarketer
To read the full article click here.

Commissioned by The CMA

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