The body of research on video ad metrics is still limited
Recent studies from key players in the world of ad tech tell quite different stories of how video ads seem to be performing, based on completion rates, viewability rates, clickthroughs and more.
Although the body of research on video ad metrics is still limited, the noisiness in the data is remarkable given how concrete some of these metrics are. Nevertheless, those who have followed the industry understand that many complicating factors are at play.
One such factor is that each company measures activity on its own platform, which is only a small sample of the broader universe. Lack of standards also has an effect. The digital video space seems to be a constant flux of formats, aspect ratios, ad lengths and determinants, such as whether ads autoplay or have to be initiated, and whether the sound should be on or off by default.
This lack of consensus, coupled with the fact that in many cases each publisher, platform and video ad measurement firm may approach video ad measurement in slightly different ways, with slightly different data sets, also make it near impossible to uncover any universal metric for success.
What is certain is that YouTube and Facebook are the pillars of digital video advertising, with most practitioners using both rather than choosing one or the other. If anything, the question is how to combine each of those platforms with TV, not how to play them against each other.
eMarketer’s new report, “Digital Video Ad Effectiveness: YouTube, Facebook, Instagram, Twitter, Snapchat and More,” delves into the methods ad industry executives are using to measure the efficacy of video ad campaigns. eMarketer PRO subscribers can read the full report here. Non-subscribers can purchase the report here.
A September 2017 survey of young adult internet users in select countries painted an interesting—and yet unsurprising—picture of their typical day-to-day interactions.
The study from LivePerson, a provider of cloud-based mobile and online business messaging solutions, surveyed 4,013 internet users ages 18 to 34 in six countries: Australia, Germany, France, Japan, the UK and the US.
In the US and the UK, nearly three-quarters of respondents said they were more likely to communicate digitally—whether via email, SMS or social media—rather than in person.
Similar results were seen in Australia and France, where at least 61.0% of respondents said they communicate digitally as opposed to in person.
In Germany, however, the outcome was nearly split. While 49.9% of respondents said they communicate more digitally, 50.1% said they interact more with a person face to face.
Perhaps these digital interactions stem from people’s obsessions with their devices. The study also asked respondents how they interact with their mobile device on a regular basis. Roughly seven in 10 said they sleep within arm’s reach of it, while nearly two-thirds said they bring it to the bathroom. And over half said that if they woke up in the middle of the night, they would check their device.
And it’s not just millennials who are obsessed with their gadget. Younger users, specifically teens, are as well. A Q4 2016 survey of teen internet users worldwide from GlobalWebIndex found that on a typical day, this group spends 3 hours, 38 minutes surfing the web via their smartphones.
MARTIN DE RUYTER
Simon Duffy showcasing the “virtual walkthrough” component of Uniquely Nelson’s new look website.
Browsing Nelson shops from home or work (or anywhere in between) has become a reality, virtually.
Nearly 170 central city retailers have opened their doors to virtual reality shoppers as part of the revamped website of Uniquely Nelson, the council-funded body charged with promoting the CBD.
Visitors to uniquelynelson.co.nz can now “walk into” 168 shops and businesses to see what’s on offer.
The “virtual walkthrough” of the city centre allows visitors to peruse the CBD’s streets, and click on bubbles called “hotspots” which take them into stores, or establishments like the Suter Art Gallery, or information centre.
Some of the hotspots would play videos and offer information about products and services, Uniquely Nelson manager Simon Duffy said.
He described the development as technology-enhanced window shopping, that had proved very successful in America.
“It increases your foot traffic by between 40 and 50 per cent,” research from the United States showed, he said.
“Virtual reality is new in American retail, we’ll be the first city or town to launch it in New Zealand.”
The organisation had spent the last two months capturing images for the virtual reality enhancement of its website, and said businesses paid a small charge for the service.
Eight hundred businesses are on the database, with about two thirds of those in retail and hospitality.
The virtual reality component of the website was part of measures designed to help central city retailers work together, Duffy said.
“We can’t be competing with each other here because the real competition is coming from outside,” he said, referring to online retailers like Amazon.
Nelson city centre retailers should embrace the technology, he suggested, and use it to their own advantage collectively.
“There’s a certain flavour to Nelson. We’re kind of left-field, we’ve got the markets, we’ve got the outdoors, there’s a kind of sunny, funky feel to Nelson.”
But he said Nelson retailers could struggle in winter.
“For the retailers, as we look forward to the future, it’s to really push out as being one.”
The new look website was launched alongside the official Nelson City Guide and a new newsletter.
Meanwhile, Uniquely Nelson says its followers on Facebook have tripled over 18 months to over 3,000.
Price is still the top factor
According to a Q2 2017 study by TiVo, more than 85% of cord-cutters said that pay TV services were too expensive, and that cost was one of the main reasons they chose to cancel their cable or satellite service.
In fact, a higher percentage of those surveyed named price as a factor than said the same in Q1.
Aside from price, many respondents also said they cancelled their pay TV service because they’re using an internet streaming service like Netflix, Hulu or Amazon Video.
User behaviors more conducive to subscription video-on-demand (SVOD) services, like binge-watching, also reflect the decline of cable—as does these services’ original content. Indeed, 7.5% of cord-cutters said they cancelled their pay TV subscription because the bulk of their TV viewing consists of original content on streaming services, like Netflix’s “Orange Is the New Black.”
And when asked about the features that attract them to Netflix, over half said price plays a key role in why they use the service.
By and large, consumers are gradually shifting to digital video subscriptions and away from pay TV services.
This year, 176.4 million US adult internet users will stream or download video content at least once a month, eMarketer estimates. That number is expected to increase to 190.2 million by the end of 2020.