Data From Adobe Shows Big Increase In Video Consumption On Smartphones, Tablets
Adobe Systems today released its U.S. Digital Video Benchmark report, showing major spikes in online and mobile video consumption during '12. Compiled from traffic from Adobe Marketing Cloud customers, the company in particular measured a tripling of smartphone and tablet video consumption from 3.1% of all digital video starts to 9.7%. In total, Adobe measured 15.6 billion video streams during Q4 last year, up 30% from the comparable period in '12. The study also found that pre-roll ads still account for 82% of video ad impressions for clips more than two minutes, and 93% of content less than two minutes. But post-roll ads posted a far higher click-through rate than pre-roll spots, showing consumers are more receptive to a call to action after viewing the content. The development of the Digital Video Benchmark report is part of a broader effort to become more of a presence in the widely debated world of online metrics. To that end, the company has also created Adobe Primetime, a new package of video streaming, authentication, ad serving and measurement, and analytics tools designed to help programmers enter into the TV Everywhere landscape. NBC Sports, sister outfit Comcast Cable and Cisco Systems are among the initial clients of Adobe Primetime. Adobe Digital Index Senior Manager Tamara Gaffney said, "We see a real opportunity to associate the Adobe brand name in the digital marketing space. We already have real recognition among developers, the creative space, but the marketing space is where we're targeting next."