Academy blog

(Online) Video Killed the TV Star?

We are in the midst of a revolution. It began with radio, then television, and now marketers are rushing to get the first mover advantage on the next ad platform: online video. Highq, a digital service provider, cites a report by Cisco by which they have determined that by next year, video will account for 79% of all internet traffic. For online marketers, this is a gold mine waiting to be tapped, as The Guardian put it:

“When it comes to potential reach, video is peerless. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook. One in three Britons view at least one online video a week – that’s a weekly audience of more than 20 million people in the UK alone. Video can give you access to all this. Video done well can give you a slice of it. What other form of content can do the same?”

None!  And the potential to reach consumers is not limited to desktops or laptops. Across the pond in the United States, Nielsen reports that households who subscribe to video streaming services like Netflix and Hulu spend more time consuming video, but also video games and other internet based media as well.

And just what are consumers eager to watch? Some of the fastest growing genres in popularity are cooking videos (on Youtube) and live streaming eSports, on both Youtube and Twitch. In fact, the world of eSports is one of the fastest growing in the world. As The Los Angeles Times reported in 2015:

“SuperData estimates that eSports is now a $612-million global market with 134 million fans and growing fast…Every weekend, millions of people watch pro matches on streaming video service Twitch, which helped turn video games into a spectator sport.”

eSports are also a dynamic new way to reach the ever important millennial demographic, as the majority of its fans are aged 13 – 34, according to one report by Nielsen.

With all this in mind it is critical for advertisers and online media providers to utilize a service that will provide them with real time data on their streaming or ad quality. Milennials and eSport fanatics do not want to wait for buffering or suffer through needless lags. In a world where video will be everything, smart online media providers will need services like YOUBORA

Just another thing to think about from us here at NPAW


Image Courtesy of Shutterstock

James Noeker on February 26th 2016

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