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eight-trade-groups-work-together-to-standardize-video-ad-distributionThe 1979 American comedy-drama film “Being There” is well known for a now famous line delivered by actor Peter Sellers portraying an odd gardener: “I like to watch.” That line could apply to an increasing number of U.S. households with broadband that definitely “like to watch.”

In fact, recent Parks Associates OTT research revealed that about 35 percent of those households watch user-generated video online — on sites including YouTube, Vimeo, and Dailymotion — more than ten days per month.

A stunning 75 percent of U.S. broadband households access video content at least once per month.

“Today’s home entertainment is all about personalization. Consumers now expect video, music, and gaming experiences to adapt to their needs, including anywhere, anytime, and any device access,” explained Brett Sappington, the Senior Director of Research at Parks Associates. “Successful services are extending personalization into all aspects of the service experience and features (and) competition for customers and revenues will become even more intense in the future.”

Sappington believes many new personalization technologies are driving simplified authentication, increased consumption, greater viewer engagement, and — ultimately — enhanced revenue generation.

Some interesting research takeaways include:

  • Men watch user-generated online video more frequently than women, with men watching 11 days per month compared to less than nine days for women.
  • Among viewers of user-generated online video, 22 percent indicate they are very likely to use an ad blocker to circumvent online video advertising.
  • While virtually all U.S. broadband households are active online and visit sites with online advertising, only 17 percent believe that their online activity is tracked for marketing purposes.

The Parks Associates report — “Disruption in Video Sourcing and Production” — also examines the emergence of live streaming through apps like Facebook Live and Periscope and analyzes its impact on the OTT video space, the report summary concludes.

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