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Branded Video Views Highest for Consumer Products, Electronics

Media and entertainment is the most ‘efficient’ vertical

According to 2013 data from Visible Measures, branded video ad views worldwide totaled 19.04 billion between 2009 and the end of 2013. At 8.3 billion, views last year accounted for a huge chunk of this total—nearly 44%.

Last year, 78% of user-initiated views, or 6.5 billion, came from campaigns launched in 2013, but videos from 2009 to 2012 still generated the remaining 22%, with 3.8 billion views. As Visible Measures pointed out: “The percentage of views from old campaigns is a reminder that branded video lives forever.”

The consumer packaged goods industry saw the most video ad views, with over 2.22 billion. And the consumer electronics sector—with nearly 1.86 billion views—ranked No. 2. Telecom campaigns generated the least amount of views, at just 242.6 million, and community and activism campaigns also landed on the lower end, with 267.3 million views.

But quality can be just as important as quantity when it comes to marketers getting the best bang for their buck, and in Visible Measures' survey, media and entertainment was the most “efficient” industry. While the vertical launched just 57 campaigns last year—the lowest amount among industries polled—it saw the highest average views per campaign, at 4.7 million. This perhaps indicates that consumers are willing to spend a little more time with ads around topics that aren’t constantly popping up on their screens.

Mobile continues to increase its share of digital video ad views. According to data from Ooyala, 14.8% of digital video views worldwide came from mobile phones and tablets in September 2013. This was up from 9.9% in March 2013 and just 6.4% in September 2012.

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