6 Comments

Summary:

Online video ads are growing at a rapid rate but almost all of them are appearing on the desktop. Here’s some stats that also include a look at video ads on mobile and connected TV.

New ad industry figures claim the number of online video ads shown in the last quarter of 2012 grew an eye-popping 52 percent compared to the previous three months. This stat shows that TV dollars may be shifting to the web in force; this could also come as good news for publishers who are counting on high-value video ads to prop up their bottom line.

The figure was supplied by Videology, a provider of ad tools to agencies and marketers, and comes with a nifty graphic (via VideoNuze) that shows a snapshot of the industry. Highlights include a growing range of sectors that are buying video ads and increased use of behavioral data to target ads.

The other significant part of the report is that the vast majority of video ads ares still served on the desktop:

Videology screenshot

Videology said in an email that the mobile’s share of overall video ads  grew one percent in the previous quarter and that the overall growth in video means mobile is expanding rapidly. Unlike Google, Videology continues to consider tablets like the iPad as a mobile, not desktop, device for ad purposes.

The third category — “Connected TV” — refers to pre-roll video ads served on devices like Roku, Apple TV and Xbox. The 3 percent figure is up from 1 percent the quarter before.

These numbers shouldn’t be treated as gospel, of coure, as Videology has a stake in the video ad industry. But the company’s broad connections to marketers, publishers and agencies do give it a good big-picture view.

Going forward, it will be interesting to watch how quickly the above desktop-to-video ratio changes to reflect a world in which half of all internet viewing is expected to take place on mobile devices. At the same time, publishers will be watching closely to see if video ads can hold their high value as more inventory comes on the market.

(Image by cybrain via Shutterstock)

  1. Reblogged this on Tim Chambers and commented:
    Makes sense. Mobile data caps will keep this number low for a while on mobile, while it soars over broadband…

    Share
  2. ch half of all internet viewing is expected to take place on mobile devices. At the same time, publishers will be watching closely to see if video ads can hold their h

    Share
  3. Reblogged this on MisterDTV and commented:
    The day will be here soon enough when mobile dominates. The reason will be a simple one. Counting the individual and their ‘personal device’ will be what counts!

    Share
  4. Reblogged this on Blab It Canada and commented:
    Everything is changing quickly! Make sure you are up to speed…

    Share
  5. Benjamin Bernstein Thursday, February 14, 2013

    I wonder how effective video ads are on mobile. Do people have the patience to watch a 15 second ad on a cell phone? Recently we optimized our video studio (viewbix.com) for mobile but that is for video embeds, not ads

    Share
  6. Surprisingly low for mobile, especially considering that mobile includes tablets*, which are great for consuming video ads. Perhaps there’s a selection bias (Videology clients deliver heavily on non-emerging platforms)?

    * “Videology continues to consider tablets like the iPad as a mobile, not desktop, device for ad purposes”

    Share
  7. Fear not, for this is the “Year of Mobile” !!!! (7th year in a row, mind you…)

    Share

Comments have been disabled for this post