45 Million Viewers Per Month Watch Original Professional Digital Video Programming, According to New IAB Research

  45 Million Viewers Per Month Watch Original Professional Digital Video
  Programming, According to New IAB Research

           Ad-Receptivity Ratings on Par with Primetime Television

Business Wire

NEW YORK -- April 29, 2013

With a week of Digital Content NewFronts presentations from internet
publishing and media powerhouses kicking off today, the Interactive
Advertising Bureau (IAB) has released “45 Million Reasons and Counting to
Check Out the NewFronts,” an in-depth research study focused on the growing
reach and impact of digital video – revealing that original professional
online video (OPOV) captures the attention of 45 million U.S. viewers per
month.

“Consumers are rapidly turning to digital video for entertainment, news and
information, and advertiser demand to reach this growing audience is expanding
in kind,” said Randall Rothenberg, President and CEO, IAB. “The wealth of
original professional digital programming being presented at the Digital
Content NewFronts is evidence of the public’s hunger for new, compelling
content available online. It is a watershed moment. And, this study provides
valuable insights that can help marketers take advantage of this momentum, and
effectively tap into the evolution of the digital video platform as a central
hub for must-watch original programming.”

The study was conducted in partnership with GfK and surveyed over 2400 people,
representing the U.S. adult population, in order to identify and question over
1000 avid video viewers that screen programming across various platforms. The
results clearly demonstrate that original professional online video
programming is hitting strong benchmarks when compared to traditional
television. Receptivity to marketing messages during OPOV was directly in line
with consumer ad receptiveness while watching primetime television programming
on a regular TV set. Plus, those surveyed who view both primetime TV and OPOV
cited viewing new, unique content and flexible screening times as preferable
aspects of OPOV over primetime television viewing.

“It is very exciting to have the opportunity to benchmark viewing levels to
original professionally produced online video as the ad marketplace is
evolving,” said Sherrill Mane, Senior Vice President, Research, Analytics and
Measurement, IAB. “It is particularly telling that this kind of programming is
attracting a large following – 45 million already – while also bringing
viewing experiences and ad receptivity that compare favorably with regular
TV.”

The demos also speak to the appeal of original professional online
programming, with younger adults 18-34 (31%) and males (24%) exhibiting
markedly higher OPOV monthly viewing levels.

When it comes to which digital device consumers use to watch this type of
video, laptops (used by 50% of monthly OPOV viewers) were far and away the
favorite pick, followed by:

  *Desktop computers (39%)
  *Internet connected TVs (27%)
  *Smartphones (26%)
  *Tablets (23%)

No matter which device consumers choose for streaming purposes, the majority
(89%) of OPOV viewing happens at home. The same goes for the viewing of
user-generated content (UGC) and traditional TV programming online (88% vs.
93%).

Looking at how social media channels are leveraged during viewing, the
research finds that OPOV and UGC viewers (41% vs. 56%) tend to integrate
social media much more within their online video experiences in comparison to
those watching TV online (35%).

To download the entire “45 Million Reasons and Counting to Check Out the
NewFronts” study, go to: www.iab.net/DigitalVideo45

Methodology

For this study, GfK screened 2,425 people from the general U.S. population,
age 18+, as monthly+ viewers of online video and “ever” users of “TV online,”
“UGC” or “original professional online video” (OPOV). Full surveys were
ultimately completed with 1,005 monthly+ viewers including: TV online – 705
ever users/495 monthly+ users; UGC – 913 ever users/724 monthly+ users; and
OPOV – 727 ever users/441 monthly+ users. The study was conducted March 19 –
24, 2013, via a 23-minute online survey using GfK KnowledgePanel®.
KnowledgePanel is the only online research panel recruited using an
address-based probability sample, offering higher quality and more reliable
results than volunteer, opt-in samples.

About GfK

GfK is one of the world’s largest research companies, with more than 12,000
experts working to discover new insights into the way people live, think and
shop, in over 100 markets, every day. GfK is constantly innovating and using
the latest technologies and the smartest methodologies to give its clients the
clearest understanding of the most important people in the world: their
customers. In 2012, GfK’s sales amounted to EUR 1.51 billion. To find out
more, visit www.gfk.com/us or follow GfK on Twitter:
https://twitter.com/GfK_en.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading
media and technology companies that are responsible for selling 86% of online
advertising in the United States. On behalf of its members, the IAB is
dedicated to the growth of the interactive advertising marketplace, of
interactive’s share of total marketing spend, and of its members’ share of
total marketing spend. The IAB educates marketers, agencies, media companies
and the wider business community about the value of interactive advertising.
Working with its member companies, the IAB evaluates and recommends standards
and practices and fields critical research on interactive advertising. Founded
in 1996, the IAB is headquartered in New York City with a Public Policy office
in Washington, D.C. For more information, please visit www.iab.net.

Contact:

Media:
IAB
Laura Goldberg, 347-683-1859
laura.goldberg@iab.net
 
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