Keeping people\u2019s eyes on the screen<\/strong><\/p>\nWhen media outlets prominently feature video content on their sites, they\u2019re not just hoping that people click on videos and see them \u2013 they want viewers to remain engaged and watch more videos, both during that visit and in the future.
\nBut getting that to happen may depend on the platform. Consistently, tablets and smartphones have proven more likely to keep people\u2019s eyes on the screen.<\/p>\n
In its July digital video roundup, eMarketer gauged viewers\u2019 level of engagement with digital videos. Among desktop computer users, the worldwide digital completion rate was only 38.3 percent, while on tablets, 41.5 percent of viewers watched complete videos.<\/p>\n
eMarketer noted that marketing professionals have been quick to pick up on this growing trend. According to an April survey by AOL Networks, a majority of global marketers believe that digital video is better than traditional television for engaging videos. Almost 50 percent of these professionals say that digital video is also better for creating awareness, which should translate to a greater potential for advertising revenues.<\/p>\n
Better response to advertisers on digital platforms<\/strong><\/p>\nEven as the media ecosystem continues to shift and adapt, one thing remains true: Advertisements can elicit strong responses from viewers. And there\u2019s now some indication that newer platforms can elicit even stronger responses \u2013 whether positive or negative \u2013 from viewers. A January 2013 Starcom study found that when shown advertisements in digital formats, 45 percent of consumers will express a negative attitude, versus only 39 percent for comparable ads on TV. But more consumers expressed positive attitudes as well \u2013 25 percent of people reported enjoying digital video ads, versus only 22 percent who had positive words to say about TV commercials.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"
Digital video continues to change the way publishers and marketers think about content and advertising. <\/p>\n","protected":false},"author":1511,"featured_media":2519,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23],"tags":[],"class_list":["post-1475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-video","product-video"],"yoast_head":"\n
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