Ooyala Global Video Index: 2012 Year in Review
Ooyala Global Video Index: 2012 Year in Review
Ooyala Global Video Index: 2012 Year in Review
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Branded <strong>Video</strong> Consumption Surges<br />
Between Black Friday and Christmas Day<br />
We wanted to better understand the impact of the gift-giv<strong>in</strong>g season on video view<strong>in</strong>g habits.<br />
Do people watch more video on tablets and gam<strong>in</strong>g consoles dur<strong>in</strong>g the w<strong>in</strong>ter holidays?<br />
Does desktop view<strong>in</strong>g dip when people leave the office for w<strong>in</strong>ter break? And how do people use<br />
branded video to research gifts onl<strong>in</strong>e?<br />
After collect<strong>in</strong>g anonymized data from 150 lead<strong>in</strong>g consumer brands, we found that the conversion<br />
rate (the ratio of plays to displays) for branded videos began to rise sharply on Black Friday,<br />
and peaked <strong>in</strong> mid-December. At its zenith, one out of every two viewers who were presented with<br />
a branded video onl<strong>in</strong>e clicked the play button.<br />
Branded video conversion rate Q4 <strong>2012</strong><br />
Play/Display Conversion Rate<br />
60%<br />
40%<br />
20%<br />
0%<br />
BLACK FRIDAY<br />
Oct Nov Dec<br />
the Bottom l<strong>in</strong>e<br />
<strong>Video</strong> drives onl<strong>in</strong>e purchases<br />
and gives consumers confidence<br />
<strong>in</strong> their purchases. Viewers who<br />
watch a product video onl<strong>in</strong>e are<br />
up to 85% more likely* to make<br />
a purchase.<br />
In order to maximize revenue,<br />
brands should ensure they have<br />
high quality, relevant video content<br />
available across all screens to drive<br />
impressions and sales.<br />
Branded video conversion<br />
rates peaked on December 16<br />
at 54%—a 91% <strong>in</strong>crease<br />
from the start of the quarter.<br />
*Source: Internet Retailer, April 2010<br />
GLOBAL VIDEO INDEX: <strong>2012</strong> YEAR IN REVIEW<br />
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