Mobile Users Most Engaged With Online Video Advertising

Mobile Users Most Engaged With Online Video Advertising


Adobe Systems Incorporated has released a report showing increased viewer acceptance of TV-like ad experiences on the Web. The report found high audience engagement with ads during live online events and mid-roll commercial breaks and that users are the most actively engaged viewers when it comes to consuming video ads on tablets and smartphones

Compiling data from the last six months of 2011, the semi-annual report was generated using an aggregated and anonymous sample of 2,5 billion ad impressions served via Adobe Auditude, Adobe’s video ad management and monetisation platform and a key component of Adobe’s Project Primetime.

The report shows that online video ad consumption is beginning to mirror that of traditional TV commercials, opening the door to greater revenue potential for media companies. Compared to data from the first six months of 2011, there has been an increase in the average number of video ads per content stream in professional, long form content and the record high completion rates for video ads.

“Market research shows that over the next five years the number of people watching video content online could grow as much as 50 percent, and a significant number of them will be doing so on connected devices like tablets, IPTVs and smartphones,” said Jeremy Helfand, vice president, Monetisation at Adobe. “For professional content owners and media companies exploring TV-like ad experiences online, the latest data demonstrates the strong potential for extending traditional broadcast advertising dollars to digital video.”

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