Jack Wallington, Senior Programmes Manager evaluates strong online video growth and provides other killer video stats.
Over the last two years I’ve been lucky to head up the IAB Video Council and while there’s always been a buzz around online video it’s never been greater than now. There may be some teething problems to overcome in this new channel - such as increasing research - but every single senior marketer I’ve spoken to about it (and there have been hundreds) see its huge potential and want to use it. I predict - and I checked that it’s therefore ok to say that the IAB is predicting - that 2010 will be the year that online video makes its mark on the advertising world. Here are five stats to help convince you:
One
82% of people in the US watched an average of 9.7 hours of online video in August 2009 with consumption in the UK equally high - both markets growing for the past few years now ( ComScore).
Two
People are more accepting of online video ads than many other forms of advertising because they are seen as more relevant and therefore less intrusive. 70% of people in a survey of 5,000 Europeans found it acceptable for a video ad to be shown before an online video ( Tremor Media).
Three
Online video advertising spend for pre/mid/post-roll has grown in the UK to almost £11.4 million for the first half of 2009, close to 200% growth in 12 months (
PwC/IAB AdSpend Study, members only).
Four
97% of UK media buyers in a survey of over 100 expect this growth to continue over the next 12 months too, with over half (54%) of the media buyers expecting this growth to be over 50% ( Web TV Enterprises).
Five
92% of broadband users have connections of 2MB or far higher, which is almost every internet user in the UK, making video bigger and better quality, the same with your adverts ( BMRB Internet Monitor).
IAB members can share more online video stats and information by joining our online video advertising community.
Download the UK Online Adspend Study Results for the half year to June 2009
