{"id":11156,"date":"2019-04-23T15:47:24","date_gmt":"2019-04-23T13:47:24","guid":{"rendered":"https:\/\/yieldbird.com\/?p=11156"},"modified":"2024-07-22T19:27:14","modified_gmt":"2024-07-22T17:27:14","slug":"digital-video-instead-of-television-audiences-are-shifting","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/digital-video-instead-of-television-audiences-are-shifting\/","title":{"rendered":"Digital Video Instead Of Television. Audiences Are Shifting!"},"content":{"rendered":"\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">The consumption of <strong style=\"color: crimson;\"><a href=\"https:\/\/yieldbird.com\/case-study-yieldbird-delivers-revenue-growth-for-clients\/\">digital video<\/a><\/strong> is increasing with each day. This happens at the expense of a decreasing television audience. It\u2019s a sign of growth potential in terms of monetizing digital revenue. <\/p>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">Most digital-video viewers are mobile users. There are a number of reasons why:<\/p>\n\n\n\n<ol class=\"has-text-color has-normal-font-size has-very-dark-gray-color\"><li>The growing popularity of smartphones. <\/li><li>Wi-Fi zones are everywhere. <\/li><li>Phone-subscription data plans are getting bigger without changes in pricing. <\/li><li>More and more publishers opt for a mobile-first approach, which makes using the internet on your phone much easier. <\/li><\/ol>\n\n\n\n<figure class=\"wp-block-gallery columns-2 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1000\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/04\/0112-Programmatic-Video2-1024x1000.png\" alt=\"\" data-id=\"11305\" data-link=\"https:\/\/yieldbird.com\/programmatic-video\/0112-programmatic-video2\/\" class=\"wp-image-11305\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/04\/0112-Programmatic-Video2-1024x1000.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/04\/0112-Programmatic-Video2-300x293.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/04\/0112-Programmatic-Video2-150x147.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/04\/0112-Programmatic-Video2-768x750.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/12\/84.png\" alt=\"\" data-id=\"20762\" data-link=\"https:\/\/yieldbird.com\/84\/\" class=\"wp-image-20762\"\/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<h2 style=\"font-size: 20px;\"><strong>Mobile vs. desktop<br><\/strong><\/h2>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><br>The proportion of devices used when browsing the web is changing as well. <\/p>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">The number of mobile users seems to be outgrowing desktop users. Experts forecast that the trend will sustain. According to MAGNA Reports, mobile will be dominant by 2022. This isn\u2019t something anyone would have guessed when smartphones first came out!<br><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/04\/0112-Programmatic-Video3-1024x1000.png\" alt=\"magna reports\" class=\"wp-image-11306\" width=\"446\" height=\"434\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/04\/0112-Programmatic-Video3-300x293.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/04\/0112-Programmatic-Video3-150x147.png 150w\" sizes=\"auto, (max-width: 446px) 100vw, 446px\" \/><\/figure><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 style=\"font-size: 20px;\"><strong><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/magnaglobal.com\/magna-advertising-forecasts-winter-2018-update\/\" target=\"_blank\">Magna Global<\/a><\/strong><\/h2>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><br><em><strong>Mobile advertising&nbsp;(ad sales generated through smartphone impressions and clicks) grew by +31% this year to reach $71bn.<\/strong> This is now more than television and twice as much as desktop-based revenues. It reflects the ever-growing role smartphones have taken in our lives. Meanwhile, desktop-based ad sales declined by -4% hit by lower consumption and by adblocking.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><br>Publishers should definitely take this into account when planning a strategy for their business in the next three or four years. How will the future of advertising look?<\/p>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">Desktop gives more ad impressions per session, for lower <strong style=\"color: crimson;\"><a href=\"https:\/\/yieldbird.com\/ecpm-rcpm\/\">eCPM.<\/a><\/strong> Video has up to 10x higher eCPM, but significantly lower volumes. As a publicist, it is often difficult to create video content to show pre- or mid-roll. This is also why we now see very large growth around out-stream formats, i.e. to display moving ads in a banner. Also, integrated players on the page without content are becoming more popular now.<br><\/p>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">When video advertising came out a few years ago, it was a format few wanted to deal with. Now, statistics from the <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/www.iabeurope.eu\/research-thought-leadership\/resources\/iab-europe-report-adex-benchmark-2017-report\/\" target=\"_blank\"><strong>Interactive Advertising Bureau (IAB)\u2019s AdEx Benchmark report<\/strong><\/a> show how the numbers change! <\/p>\n\n\n\n<h2 style=\"font-size: 20px;\"><strong>Rewarded ads<\/strong><\/h2>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><br>Another interesting way to increase the advertising layer for video is the concept of rewarded ads. It started a few years ago within mobile game apps, where users could opt to watch a video ad in exchange for free play, extra lives, more points, etc. <\/p>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">This now applies not only to games but news publishers that have a site, specially adapted for mobile, where you can find full-page video ads in between swiping through articles. Users must watch the short video ad to continue on to the content. This is exactly how TV and radio advertising has worked throughout time. You have advertising breaks, and then you can continue to watch and listen.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The consumption of digital video is increasing with each day. This happens at the expense of a decreasing television audience. It\u2019s a sign of growth potential in terms of monetizing digital revenue. Most digital-video viewers are mobile users. There are a number of reasons why: The growing popularity of smartphones. Wi-Fi zones are everywhere. Phone-subscription [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":13957,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"content-category":[],"class_list":["post-11156","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/11156","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=11156"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/11156\/revisions"}],"predecessor-version":[{"id":33483,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/11156\/revisions\/33483"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/13957"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=11156"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=11156"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=11156"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=11156"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}