Digital Video Ads To Increase, Report Says5 Dec, 2012 By: Doug McPherson
NEW YORK – Consumers are spending more time viewing video ads so marketers are adding more dollars in the genre, according to a new eMarkteter report, “Video Advertising Benchmarks: Key Data, Trends and Metrics.”
eMarketer projects that by 2014, nearly 75 percent of all U.S. Internet users will watch video online at least once per month, and spending for video advertising, both desktop and mobile, will rise from $2.93 billion in 2012 to $8.04 billion in 2016.
The report predicts that for 2013, 25-to-34-year-olds will make up 18.9 percent (the largest share of the 178.7 million digital video viewers) of those who’ll watch video ads. But, about 50 percent of viewers in each year of eMarketer’s forecast period will be between ages 25 and 54.
The report confirms what a YuMe survey found earlier this year: shorter ads saw higher completion rates. And a survey from Digiday and Adap.tv found that digital videos increased brand lift.