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We are experts in loyalty and incentives · We like to create unique experiences Consumption of digital video has not stopped increasing in recent years, and consumers are spending more and more hours watching videos from their computer, tablet or, especially, their mobile phone, abandoning other leisure activities such as sitting in front of the computer. TV to see whatever they are casting. Consequently, it is to be expected that the monetization of this format will continue to increase as well.
And according to data from Kenya Email List Cowen and Company, it is doing so at a very good pace: both the investment in advertising and the number of subscriptions to online video platforms are growing very quickly, confirming the good health of digital video. Thus, during this first quarter of 2016, the expectations of spending on online video ads this year have already increased considerably, and it is a trend that will only exacerbate in the future. If in 2016 it is expected to reach 9.9 billion dollars of spending on digital video advertising (only in the United States), the figure rises to 28.08 million by 2021.
In addition, although the investment in mobile ads will be higher than that of desktop ads, the growth rate of the latter will also remain in double digits, while the rest of the categories for computer fall to ridiculous growth figures or even decrease . These figures make video the fastest growing digital channel in recent years, both through mobile and computer. The growth of investment in advertising for videos will even exceed that of social networks, since it is estimated that its growth will begin to slow down in the coming years, although the figures are still very good: if this year 12,760 million dollars are going to be invested in social advertising, by 2020 it will be 31,740 million. On the other hand, video accounts for 19.7% of advertising investment this year, two points more than last year, while social networks account for 22.3%. At the moment, yes, it is display and search ads that get the most part of the budget (27.4% and 25.4% respectively), but both have decreased in importance compared to last year – precisely due to to the growth of channels such as video or social media.
Viewer tolerance for ads is getting worse, More and more is invested in advertising for digital videos, but this also translates into a greater number of ads, something to which there is increasingly less tolerance and greater rejection by users. According to a Limelight study , 61.8% of consumers abandon a video if there are too many ads on it. This is one of the main reasons for leaving a video half-way (along with their poor quality), and there is 26.7% who abandon any video that starts with an ad that cannot be skipped (and another 16, 4% who simply quit if you start with an ad). More and more users therefore want to block these ads: According to a new Nielsen survey, 65% of video platform users would like to block ads and 62% say they find them annoying and distracting. Although Netflix, one of the most popular platforms, does not have ads, there are many others that do and whose experience is being interrupted by videos. As in the rest of the channels, greed can break the bag.