26-06-2012: As online video booms, video advertising is now less a battle of traditional versus digital screens and more of an inevitability that marketers and content providers need to understand right now, the latest VideoHub video advertising report has concluded.
The report is designed to give advertisers, agencies and publishers insight into brand metrics and viewability, as well as access to Nielsen online campaign ratings and the Q1 2012 Performance Replay shows that of 3.5 billion monetised videos in the quarter, approximately 88% of all ads streamed in the first quarter were fully visible to viewers. Significantly, says VideoHub, this is much stronger than statistics have indicated for display ads.
Despite the proliferation and availability of mobile devices, in particular tablets, capable of offering a compelling video experience, the survey showed that in business terms the majority of video ads are being delivered within Large Player Environments. Yet viewing quality has been strong across all player sizes, something VideoHub stresses as more important. Of the 3.5 billion video streams analysed, only 7% were partially obstructed, while viewers never saw the remaining 5%.