The New York Times says it will offer “significantly more” video after ad revenue declines 6% in the second quarter.
TV stations have traditionally centered their tune-in efforts on-air. But with consumer habits shifting to an online world, broadcast tune-in strategies are moving in that direction too. Video marketing and analytics platform Mixpo surveyed local broadcasters to assess how they use all types of online advertising to drive viewership, and the result is that nearly half will be upping their online ad spend this year, with many leaning more on online video.
While total television and video ad spending is expected to decline 2% in 2013, despite big increases on the digital side, according to Jack Myers Media Business Report. Online video advertising is expected to be a boon for legacy broadcast TV companies, growing 40% for the year. Online-originated video is predicted to jump 70%, to become a $2 billion market in 2013, Myers said.
Video advertising continued to grow last month in tandem with the expansion of the online video audience. Americans watched 5.3 million video ads last month, up from 4.6 million in May, according comScore. Video ads reached nearly half (49%) of the total U.S. population an average of 35.6 times during the month.
CBS shows twice as many ads per show on its website as it did last year. The CW network shows four times as many. Dozens of shows from major cable networks now carry as many ads online as they do on TV. More shows will follow soon.
Viewers pay more attention to online video ads than to traditional TV commercials and also recall them better, according to new research that utilized Affectiva’s facial tracking algorithms and second-by-second biometric modeling of cognition, excitement and stress levels.
According to online video ad services provider BrightRoll, 28% of media buyers revealed that they expect to see the greatest increase in ad spending in the online video category for 2011, followed by mobile video (27%) and social media (25%). What’s more, 86% of respondents said they are shifting at least part of their display dollars over to video, while 64% plan to shift TV dollars to video.