Video analytics giant Ooyala has interesting news for mobile advertising agencies: video viewing is migrating to mobile big-time.
Ooyala’s Global Video Index for Q1 2013, which crunched data from 200 million users in 130 countries, makes for disruptive reading for the television industry, too, especially traditional cable firms, which have been curiously resistant to the rise of internet streaming.
A mobile video explosion
The Index shows that 10 percent of online video is now being viewed from tablets and smartphones – a figure which has big implications for mobile advertising campaigns and for traditional cable companies. The latter simply haven’t tapped the wireless market at all. But tablets are the real star of the story: video viewing on these babies soared by a third compared with Q1 2012.
If anyone in mobile advertising still cleaves to the conventional wisdom that people watching online video like their sequences short and sweet, they’re in for a surprise. Over a half of the video content viewed on mobile devices was long-form (i.e., more than ten minutes in duration). The days of short YouTube snippets are fading – 25 percent of the video content viewed on tablets was 60 minutes or longer in duration. Video producers, in other words, are going to need to move to mobile if they’re to keep up with their customers’ requirements.
A new video era for mobile advertising?
And Video on Demand just doesn’t cut it amongst mobile users. There’s no doubting that people like it, but not nearly as much as they love live video. Four times as many tablet viewers watched live (sports, special events, live news, etc.) as opposed to VOD, a ratio which was even more pronounced amongst desktop viewers where it reached 13 to 1.
Ooyala’s head of products, insights and optimization, Sudhir Kaushik, said, “Cross-device measurement is critical for content owners and broadcasters as they move their premium content online. Our ability to collect content and advertising data from each viewer on any device at any time and then process that information into insights in real-time is what differentiates us. With these insights, media companies can take specific actions to determine the appropriate device and ad strategy that result in the best possible experience for its viewers.”
There’s an audible rumble starting: video producers stampeding toward mobile.