Full-length online video consumption on the rise

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According to a Videology-commissioned survey conducted by Forrester Consulting, over the next three years 73% of respondents predict an increase in the consumption of full-length shows online; 77% predict an increase in smartphone video viewing; and 79% predict more time will be spent watching smart TVs with a direct Internet connection.Even with these shifts in video consumption, the survey revealed TV’s continued relevance, and an optimistic year-over-year outlook on the growth of the medium. In fact, 49% of those surveyed believe that time spent watching traditional TV will increase over the next three years, up from just 22% who believed it would increase when surveyed in 2013.

“Despite tremendous growth in alternative viewing options, TV is not going away,” said Scott Ferber, chairman and CEO, Videology. “The future of video advertising is not about a one-way shift to digital video, it’s a holistic approach to all screens. The lines between TV and video are all but indistinguishable to consumers, and the most successful advertising will take that same approach.”

In response to these trends, Forrester Consulting found that agencies, advertisers and media companies are increasingly embracing new video options, and the technology needed to power them. A full 72% expect that video buying will become more programmatic in the next three years, and 71% think advertisers will shift dollars from linear TV to digital channels in the coming years, up from 65% in 2013. Amidst this, 76% believe technology will be a crucial component for success, an increase from 66% in 2013.

Surveyed participants cited their top challenges in digital video were managing different technologies and formats for ads on each device (69%), understanding cross-platform viewing behaviour of audiences (54%) and measuring campaign performance (54%).

When it comes to linear TV, buyers are most likely to cite challenges with targeting specific customers, managing diverse data sources, identifying appropriate content, and holistically tying together linear and digital video buys.

Fraud and viewability also remain key concerns for advertisers and agencies. Of surveyed participants, half cited concerns around video ad fraud or bots negatively affecting their ad buying spend, and almost half (47%) cited concerns around video ad viewability negatively affecting their ad buying spend. Almost one-third of buyers said that difficulty with measurement would have a negative impact on their video buying in the future. Advertisers (44%) were more than twice as likely as agencies (21%) to agree that measurement concerns caused them to hold back.

“These concerns and challenges are directly in line with what we’ve heard from the industry and we’ve designed our technology to help solve them,” added Ferber. “Our platform allows users to plan and activate data across devices in a measureable way that produces superior results.”

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