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Branded Video Views Dip After Marked Rise

Electronics brands dominate video viewership

January 7, 2014 | Video

Branded videos skyrocketed in viewership worldwide between the end of 2012 and 2013, according to data from video analytics platform Visible Measures.

In Q3 2012, Visible Measures reported, nearly 1.1 billion views of branded video ads directed to English-speaking audiences were recorded, all of which were user-initiated. In Q4 of that year, the number shot up to more than 1.78 billion.

User-initiated views of branded video ads continued to rise through Q2 2013 and dipped slightly in Q3 of last year to around 1.71 billion.

Branded Video Ad Views Worldwide, Q3 2012-Q3 2013 (billions)

The top industry for such views was electronics, which ranked far ahead of runner-up mobile phones, with 316.9 million views reported in Q3 2013, vs. 217.5 million. Visible Measures noted that Q3 is typically heavily weighted toward electronics-related branded video ads, due to Apple’s frequent Q3 product rollouts.

Top 5 Industries, Ranked by Number of Branded Video Views Worldwide, Q3 2013 (millions)

The No. 1 single campaign from Q3 2013 was in fact Apple’s for the iPhone 5s and 5c. Another electronics-related campaign, Samsung’s for the Galaxy S4, came in fifth by number of views that quarter.

eMarketer expects brands will spend $5.79 billion in the US alone on paid digital video placement this year, up 39.5% from 2013.



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