For Devices, Daypart Determines Digital Video Usage - eMarketer

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For Devices, Daypart Determines Digital Video Usage

Time of day influences when devices see most digital video action

August 17, 2015

eMarketer expects US adults to spend an average of 1 hour, 16 minutes with digital video each day this year. Based on recent research by Tremor Video, which looked at more than 40 billion US digital video ad requests from publishers served on the source’s platform during Q1 and Q2 2015, the devices they’ll use vary largely depending on time of day.

US Digital Video View Share, by Device and Daypart, Q1-Q2 2015 (% of total video ad requests on the Tremor Video platform)

Over-the-top (OTT) devices are bringing digital video viewers back to the living room, and these viewers are most likely to consume long-form content on such devices. It makes sense, then, that Tremor found connected TV usage peaked during primetime hours—with digital video views during 8pm, 9pm and 10pm combined accounting for nearly one-quarter seen on such devices daily.

April 2015 polling by the Interactive Advertising Bureau in partnership with GfK found similar results, with 65% of US digital video viewers saying they streamed original digital video via connected TVs between 8pm and 11pm.

Further results in Tremor’s study suggested viewers were multitasking in the office—with video. Desktop viewing was highest during afternoon work hours, peaking at 3pm. Combined, desktop video views between 2pm and 4pm represented more than one-fifth of the total.

Bring-everywhere smartphones—which many can’t even imagine a day without—saw relatively steady usage throughout the day, though four out of the top five largest shares went to nighttime hours. In May 2015 polling by On Device Research for the IAB, smartphone video viewers worldwide said they were most likely to watch via such devices at night.

In the Tremor study, tablets had mixed results too, with usage peaking between 9pm and 10pm, as well as between 3pm and 4pm.

To reach audiences across devices, seven in 10 advertisers had turned to multichannel campaigns.

However, other research suggests daypart has little influence on targeting decisions. An analysis by Videology found that just 6% of US digital video campaigns served on its platform during Q1 2015 used daypart as part of their targeting criteria.

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