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Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.Online video stats, market and definitions
Written by Jack Wallington senior programmes manager, IAB
29.6 million people in the UK accessed online video in January 2009 (comScore). That’s 8 out of 10 internet users, 10% more than the year before and that number continues to grow. 1 in every 35 internet visits in February was to a specialist video website too (Hitwise). The online video revolution is upon us.
Traditionally, television and cinema were the only two channels to engage people using film. Now, the internet offers a third prong, combining film with all of the extra advantages of the internet. People can access on-demand video when they want, how they want and advertisers can make the most of the targeting, interactivity and accountability this brings.
YouTube introduced the world to the phenomenon of bite size video clips on the internet with a plethora of other websites joining in (Yahoo!, Microsoft, AOL, Guardian etc). Thanks to the broadcasters ITV, Channel 4, Sky, the BBC and the likes of LoveFilm, longer programmes and films are now being watched through the internet too.
While you can’t advertise on it, BBC’s iPlayer is a good indicator of people’s appetite for longer online video. In 2008, 271 million requests were made to watch a program through it. Then consider that only 2.5% of total video watched is through the five main broadcasters (BBC, ITV, Channel 4, Five and Sky), it paints an immense picture of the scale of online video consumption. People in the UK watched over 280 million hours of online video content in January 2009 alone (comScore).
Broadband made online video instant and because people specifically look for and choose to watch a clip at their desk, on their laptop at home or, for the more technically minded, even through their televisions, they are 100% engaged. Faster speeds also mean crystal clear high definition — pixelated or blurry video is a thing of the past.
As well as branding and impact, online video advertising has unique advantages too. Not only is it far more accountable than TV, making videos interactive is also possible. People can pause video, click on products for more information, even buy something all in the same session with a seamless experience. Add branding around a video player, product placement, user generated content and targeting and you have a formidable array of tools at your disposal exclusive to online.
Running an online video campaign is simple. Publishers deliver quality content and audiences while planning agencies, sales houses and networks make the process of running broad, wide reaching campaigns possible.
Online video is a new and exciting proposition that will enable you to deliver brand messages in unique ways, helping your brand to stand out. This section, produced by leading industry experts who make up the IAB Video Council, takes you through the video advertising process step-by-step, helping you to deliver your own campaigns.
Have a read, understand online video, then go and engage with your audiences. They’re ready and watching!
Brand engagement: the process by which a consumer develops an attachment to, or relationship with, a brand either through advertising or other means, such as years of reliable service. The attachment could be emotional, rational or both.
Clickthrough: when a consumer interacts with a link in a webpage or advert and clicks through to another website.
CPM (cost per mille / thousand): the price an advertiser pays for an advert to be shown 1,000 times. This is the benchmark used for most online display advertising including video.
Direct response: advertising that requires a consumer to respond immediately either through interaction (clicking a link), telephone, email or other.
Interactive video: online video can be made that allows consumers to manipulate video content by clicking on it. For instance a user could click to watch from different angles, click on a product in a programme to find out more information or to buy it and more.
In-stream: most online video is now streamed (played directly off of) a server on the internet. You can show advertising before, after or even over the top of streamed video, thus the name in-stream advertising.
Long form video: video clips over 5 minutes in length. When people refer to long form video, they usually refer to full length content like TV programmes or films.
Pre/mid/post-roll: video adverts that are shown before, in the middle or after video content.
Short form video: video clips of less than 5 minutes in length. However short form video is usually between 30 seconds and 3 minutes in length. Short form video makes up the bulk of video content on the internet today.
Video on-demand: a service that allows people to watch a programme or video clip at any time by streaming it or downloading it.
Viewthrough: specific to online video advertising, this is a metric that tells when people have viewed an entire advert from beginning to end.
Viral video advert: an advert that consumers pass on to one another, thus spreading the number of people it reaches, like a virus! Viral adverts must be entertaining or informative.
For more definitions click here.
29.6 million people in the UK accessed online video in January 2009 (comScore). That’s 8 out of 10 internet users, 10% more than the year before and that number continues to grow. 1 in every 35 internet visits in February was to a specialist video website too (Hitwise). The online video revolution is upon us.
YouTube introduced the world to the phenomenon of bite size video clips on the internet with a plethora of other websites joining in (Yahoo!, Microsoft, AOL, Guardian etc). Thanks to the broadcasters ITV, Channel 4, Sky, the BBC and the likes of LoveFilm, longer programmes and films are now being watched through the internet too.
While you can’t advertise on it, BBC’s iPlayer is a good indicator of people’s appetite for longer online video. In 2008, 271 million requests were made to watch a program through it. Then consider that only 2.5% of total video watched is through the five main broadcasters (BBC, ITV, Channel 4, Five and Sky), it paints an immense picture of the scale of online video consumption. People in the UK watched over 280 million hours of online video content in January 2009 alone (comScore).
Broadband made online video instant and because people specifically look for and choose to watch a clip at their desk, on their laptop at home or, for the more technically minded, even through their televisions, they are 100% engaged. Faster speeds also mean crystal clear high definition — pixelated or blurry video is a thing of the past.
As well as branding and impact, online video advertising has unique advantages too. Not only is it far more accountable than TV, making videos interactive is also possible. People can pause video, click on products for more information, even buy something all in the same session with a seamless experience. Add branding around a video player, product placement, user generated content and targeting and you have a formidable array of tools at your disposal exclusive to online.
Running an online video campaign is simple. Publishers deliver quality content and audiences while planning agencies, sales houses and networks make the process of running broad, wide reaching campaigns possible.
Online video is a new and exciting proposition that will enable you to deliver brand messages in unique ways, helping your brand to stand out. This section, produced by leading industry experts who make up the IAB Video Council, takes you through the video advertising process step-by-step, helping you to deliver your own campaigns.
Have a read, understand online video, then go and engage with your audiences. They’re ready and watching!
Jargon buster
Brand engagement: the process by which a consumer develops an attachment to, or relationship with, a brand either through advertising or other means, such as years of reliable service. The attachment could be emotional, rational or both.
Clickthrough: when a consumer interacts with a link in a webpage or advert and clicks through to another website.
CPM (cost per mille / thousand): the price an advertiser pays for an advert to be shown 1,000 times. This is the benchmark used for most online display advertising including video.
Direct response: advertising that requires a consumer to respond immediately either through interaction (clicking a link), telephone, email or other.
Interactive video: online video can be made that allows consumers to manipulate video content by clicking on it. For instance a user could click to watch from different angles, click on a product in a programme to find out more information or to buy it and more.
In-stream: most online video is now streamed (played directly off of) a server on the internet. You can show advertising before, after or even over the top of streamed video, thus the name in-stream advertising.
Long form video: video clips over 5 minutes in length. When people refer to long form video, they usually refer to full length content like TV programmes or films.
Pre/mid/post-roll: video adverts that are shown before, in the middle or after video content.
Short form video: video clips of less than 5 minutes in length. However short form video is usually between 30 seconds and 3 minutes in length. Short form video makes up the bulk of video content on the internet today.
Video on-demand: a service that allows people to watch a programme or video clip at any time by streaming it or downloading it.
Viewthrough: specific to online video advertising, this is a metric that tells when people have viewed an entire advert from beginning to end.
Viral video advert: an advert that consumers pass on to one another, thus spreading the number of people it reaches, like a virus! Viral adverts must be entertaining or informative.
For more definitions click here.
