How the Boom of Online Video Affects Advertising
Every year, the online video market is closely watched and how it affects video advertising. Advertisers are hanging on the line that the video continues to increase as it has so far.
And according to the new Annual Survey of Online Video in Spain 2018, this is because 53% of users would accept to see advertising in exchange for enjoying free content. In total, 24.1 million people watch online videos, 95% of Internet users in Spain. Each user spends 19.2 hours a week watching audiovisual content, about 127 times a month.
WHY DOES THE VIDEO INCREASE?
Online video is growing for three main reasons:
1. The steady growth of video consumption on social networks (entertainment and sports for the most part)
2. The preference for the mobile format, which also grows with the trend of ‘all-in-one’
3. Broadband pricing and tariff plans offered by telephone companies for the Internet
TYPES OF VIDEO CONTENT ONLINE AND WHERE TO VISIT
The most popular contents are related to music (58%), series (52%), cinema (46%) and humour videos (45%). As for the preferred device to watch online videos, 83% of users surveyed opt for the desktop or laptop. But the smartphone is preferred to watch music videos (70%). On average, each user uses at least 3 of these platforms.
In this way, it is confirmed that 16% of users are already paying to watch online video, 4 points more than last year. And they are willing to pay up to 4 euros for a content and a monthly price of between 7-30 euros.
VIDEO PLATFORMS ONLINE
This is the year that has expanded the offer of online video platforms. It’s clear that YouTube is still the video platform par excellence (84%), which takes advantage of others like Netflix (73%), Vimeo (54%), Atresmedia (52%) or Facebook (52%). Following these are Mediaset, RTVE, HBO, Movistar + and Vevo. And, finally, social networks like Twitter, Instagram and DailyMotion.
ADVERTISING IN ONLINE VIDEOS
Almost 70% of users confirm that they have seen advertising on online video content, but only 5% click on it regularly. The most accepted format for being the least annoying is the pre-roll, which allows you to avoid the advertisement after a few seconds, but 73% skip the ad before they even pass five.
However, not all data are negative. Fifty percent admit that they usually look and look at that advertising and that it remembers it later.