The effect once experienced by the press following the rise of the Internet has now been felt by the television industry – consumers are more willing to stream TV and video contents online, not sit and watch their favourite shows on the blue screen, according to results of Adbox digital advertisement company’s study.
Data recently published by information and measurement company Nielsen show: 63% of Latvian residents watch video content online. This service is becoming more and more popular among the young audience.
The main trend is that users have reoriented from watching videos online to watching them on their smart devices.
«The lords of the remote have become the lords of touch screen controls. Not only do they now want to watch offered content, but also participate in sharing opinions about the content they watch,» – comments Adbox representative Andris Reders.
Interactive Advertising Bureau carried out studies in 24 countries over the course of April – May 2015. Results show that 36% of respondents watch at least five-minute long videos on their smart devices every day.
If entrepreneurs wish to invest in advertisements with confidence that their message will reach the target audience, it is worth following developments in people’s habits, say advertisement industry representatives.
«At the beginning of 2014, smart TV formed less than 45% of total views. Now this proportion has reached 57%,» – said head of Baltic region’s Megogo.net online film theatre Andrejs Pjateckis.
According to data from Megogo.net, the number of applications continues to increase: in Latvia alone the number reached 76,000 and in the world – more than 6 million.
Advertisers act reasonably if they work with multi-platform projects, adding advertisements for mobile phones and smart TV. Contact with the audience is of higher quality, considering the number of views and general activity.
In USA, streaming service popularity had increased 60% at the end of 2014. The average time people spend watching TV, on the other hand, had decreased by 4%, according to results of the study by Nielsen.
More and more broadcasting organizations around the globe respond to these changes. They now offer Internet content that was only available exclusively for television in the past.
«This means you shouldn’t put all eggs in one basket when planning video advertisements. If a company truly wishes to be safe that its message has been heard and noticed, it is necessary to assess the necessity to divert part of the budget for online video advertisements. It is also worth keeping in mind that many viewers have other devices to watch video content. This means that the closest screen usually wins,» – says Adbox representative Reders.