The highest volume of online video streams occurred between noon and 4 p.m. in Q1 2012, according to analytics agency VideoHub, a division of Tremor Video. These findings are particularly relevant to teen marketers as teens comprise a large portion of online video viewers.
Although afternoon viewership attracts a larger number of unique visitors, viewers who watch during early morning and late at night tend to watch more consistently. Viewers watching content during the 8 p.m.-midnight period are more likely to watch an entire advertisement than viewers watching during any other time period. People are also most likely to watch digital video online when new TV programs debut.
Video content lasting between one and three minutes is most widely viewed. There’s no consensus on whether 15- or 30-second commercials are more effective, but the drop-off rate for digital content is slightly lower when an ad is inserted prior to short-form content rather than long-form content.
Source: VideoHub, Kelly McEttrick, Director Platform Strategy, 53 W. 23rd St., New York, NY 10010; 646-723-5300; vha@videohub.tv; www.videohub.tv.
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