This is the first installment in our Video Upfront series, an inside look at the 2013 online video market for brands and agencies. It is brought to you by Celtra, the industry leader for rich media mobile ad serving and analytics.
Web video is seeing massive growth. Watching video online has gone from a niche activity to mainstream. With new devices, video everywhere has become a reality.
The implications of online video’s growth for the digital advertising industry are huge. Sight, sound and motion is of utmost importance to brand advertisers. It can pull on heartstrings and entertain people the way banners have never been able to do. That’s led to Web video ads being the bright spot in an otherwise tough market for publishers. The big question is whether the growth in inventory will continue that trend.
Here are 15 must-know stats on online video.
89 million people in the United States are going to watch 1.2 billion online videos today. (ComScore)
Online video users are expected to double to 1.5 billion in 2016. (Cisco)
Only about 24 percent of national brands are using online video to market to consumers. (Kantar Media)
Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks. (Bytemobile Mobile Analytics Report)
Consumers give up on an online video if it doesn’t load in two seconds. (University of Massachusetts Amherst and Akamai Technologies)
52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users. (NPD)
92 percent of mobile video viewers share videos with others. (Invodo)
2 billion video views per week are monetized on YouTube, and every auto-shared tweet results in six new YouTube browsing sessions (ReelSEO).