Adobe Systems Incorporated has released a new set of data relating to online video and ad consumption at a conference held by the National Association of Broadcasters in Las Vegas this week and the results are impressive for mobile video.
On the high level, Adobe found that mobile video views are up by 300% compared to last year’s data, while adoption of TV Everywhere grew 12-fold. The results are based on 20 billion video starts, 10 billion ads, and analysis of over 450 million Facebook posts.
Adobe also saw more than three times the amount of mobile video starts in 2012, as compared to 2011, increasing from 3% to 10.4%. Tablets are the fastest growing in terms of mobile video usage; however 89.6% of video consumption is still taking place on desktop computers.
Sporting events provide a big push to mobile video content. TV Everywhere authentications increased 12-fold in 2012 and adoption was spurred by events such as the Summer Olympics, March Madness, NBA Playoffs, and UEFA Euro 2012 soccer. Additionally, video consumption on TV-related media sites is up, with more users completing videos on TV-related media sites compared to on non-media related TV sites. Again, Adobe noted mobile viewing tends to double on special sporting event days, benchmarked by the Summer Olympics and March Madness.
When it comes to social media, specifically Facebook, users are much more likely to interact with video content than non-video content. The study found that users are more than twice as likely to comment, share or like a video over non -video content on the social network.
Additionally, Adobe found that mid-roll ads, which are ads that are played in the middle of a video, have the highest completion rate at 90 percent, while post-roll ads have the highest click-through rate with three-times as many click-throughs as mid- or pre-roll ads. Pre-roll ads take 82% of ad impressions of content longer than two minutes.