New revenue opportunities for media companies and advertisers as similarities between broadcast and digital video advertising grow

Today, at the NAB Con­fer­ence in Las Vegas, we released a study high­light­ing key trends in online ad engage­ment and mon­e­ti­za­tion within dig­i­tal video con­tent. Among sev­eral impor­tant insights, strong user ad engage­ment across con­nected devices shows that online video ad view­ing within pro­fes­sional con­tent mir­rors that of tra­di­tional broad­cast tele­vi­sion.

Online mid-roll ads, which are much like tra­di­tional TV com­mer­cial breaks, out­per­form pre-roll ads by almost 30 per­cent, sug­gest­ing that view­ers are engaged by a more TV-like ad expe­ri­ence online. Sim­i­larly, more than 5 video ads are served dur­ing long-form, pro­fes­sional con­tent. Judg­ing by the 70 per­cent com­ple­tion rate of these ads, view­ers are more will­ing to watch ads through their entirety in exchange for the pro­fes­sional con­tent they desire. Live con­tent con­tin­ues to drive higher engage­ment rates, at 85 per­cent, when com­pared to video-on-demand con­tent.

The next five years will bring a dra­matic shift in the media land­scape affect­ing all con­stituents – con­sumers, media com­pa­nies and adver­tis­ers – as dig­i­tal video view­ing habits evolve, par­tially dri­ven by the pro­lif­er­a­tion of con­nected devices. Nearly 100 mil­lion adults, 48 per­cent of all adult inter­net users, will use an inter­net con­nec­tion to watch TV pro­grams in the next three years. Over the same period of time, two-thirds of the world’s mobile data traf­fic will be video, and serv­ing ads into mobile video will become a crit­i­cal rev­enue oppor­tu­nity for pub­lish­ers. From a video adver­tis­ing per­spec­tive, this report showed engage­ment with TV-like ads on mobile devices had the high­est engage­ment rates at 94%.

The results of the report demon­strate the rev­enue oppor­tu­ni­ties for media com­pa­nies and adver­tis­ers as they take greater advan­tage of pro­fes­sional con­tent online. If you are at NAB this week, stop by our booth (2624 South Hall), where we are demon­strat­ing Adobe’s Project Prime­time, our solu­tion for turn­ing lin­ear con­tent into seam­less, TV-like expe­ri­ences across IP con­nected devices by inte­grat­ing Adobe’s pub­lish­ing, adver­tis­ing and ana­lyt­ics capa­bil­i­ties.

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Jeremy Helfand, Vice President of Video Solutions

About Jeremy Helfand, Vice President of Video Solutions

Jeremy Helfand is a digital media industry veteran with nearly 20 years of experience shaping infrastructure, strategy, and technology around profitable advertising-driven businesses. As the former CEO of Auditude (acquired by Adobe in 2011), Jeremy was responsible for the overall implementation of video ad management and monetization technologies for premium publishers and media companies. Following the Auditude acquisition, Jeremy now serves as vice president of Adobe Primetime, leading the global go-to-market strategies for the company’s video publishing, advertising and data management solutions. Prior to Auditude, he was the President of United Online’s Media Group, managing all advertising and partnership revenue including the launch of their audience platform, Adcurate. Prior to this, he served as SVP/GM at Advertising.com (acquired by AOL).

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2 Responses to New revenue opportunities for media companies and advertisers as similarities between broadcast and digital video advertising grow

  1. Mark says:

    Fan­tas­tic post — I almost fell out of my chair with the engage­ment from mobile users at 94% I really appre­ci­ate Adobe shar­ing their find­ings with the pub­lic and this post bring­ing it to light. Kudos!

  2. Bill says:

    Short video adver­tis­ing embed­ded into long form con­tent rich videos makes a lot of sense to me.

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