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12 Stats Advertisers Need To Know About Native Video

Buyers
4
minutes
Technical Level
December 14, 2015
4
minutes
December 14, 2015
Technical Level
Sharethrough
Contributing Authors & Industry Leaders
“While the amount of attention people are willing to give to media and the Internet in general has skyrocketed — largely due to having a screen and connection with them everywhere — it eventually is finite.”


Ev Williams, CEO of Medium and Co-Founder of Twitter

For advertisers, time is money. But it’s not just time they’re looking for, it’s attention.

Yet, attention is a finite resource that is increasingly hard to come by. Between 2000 and 2012, the average human attention span dropped 40%, from 12 seconds to 8 seconds. For comparison, a goldfish has an attention span of 9 seconds.

We can blame mobile, point to social media and complain how we’re addicted to screens. Whatever the cause, the landscape has changed and advertisers must continue to adapt.

Video has always been good at capturing attention — we pay to sit in movie theaters and watch a motion picture for two hours. We buy fancy TVs and computers to catch our favorite video content, and in recent years, started streaming those clips on our phones and tablets.

Native is the common thread between video advertising strategies.

And where there’s content, there are ads. As mobile users spend more time in news feeds, where videos play silently and automatically, the dynamics of video advertising must adapt to the changing consumption patterns.

Whether you look at Facebook, Twitter, Pinterest, or the quickly growing list of content publishers and apps, native is the common thread: these videos aren't playing out like TV commercials and pre-roll, interjecting themselves between us and the content we're seeking out. The new normal for video is the what advertisers should be focusing on: video that fit in to its surrounding environment that people will consume the same way they consume organic content.

To help understand why native is growing so quickly for video advertising, we curated a list of the most compelling data about native video from around the industry and our own platform, the Sharethrough Exchange (STX). Measurements from STX include 3,000 native video ads from 236 brands promoted in the first half of 2015.

Here are 12 stats advertisers need to know about native video:

AN AGE OF SKIMMING

8 SECONDS

Is the length of an average attention span today. That’s one second less than a goldfish!
Source: Microsoft

2 DAYS

Every 48 hours, the same amount of content is produced as was created from the beginning of mankind through 2003. That’s a lot of content to compete with.
Source: Google

60 PERCENT

Of people get their news from headlines. We’re in an age of skimming where headline culture prevails. What we share is not the same as what we’ve watched or read.
Source: American Press Institute

ATTENTION + TIME = MONEY

ZERO

Correlation between social sharing and time spent reading. Tweet first, read...never?
Source: Chartbeat, Upworthy

5 SECONDS

Is all it takes for brand videos to achieve ad recall on YouTube, whether or not the brand is mentioned.
Source: Google

10 SECONDS

Or less contribute to 74% of the impact for Facebook’s native video ads.
Source: Facebook

2.5X

How much more likely Twitter uses are to prefer autoplay videos over click-to-view or thumbnail previews.
Source: Twitter

3X

More attention is captured for a 90-second video ad than a 30-second video ad. With no time restraints for native video ads, a longer video delivers more time spent with your brand.
Source: Sharethrough

$700 MILLION

The amount of autoplay video ads Facebook said it will have sold in 2015.
Source: eMarketer

46 PERCENT

increase in brand recall when the brand is mentioned in the first five seconds of a native video ad, with no impact on completion rate.
Source: Google

46 PERCENT

The number of of business people who, after watching a video, visited a vendor website or contacted a vendor for more information.
Source: IDG

50 PERCENT

People remember 50% more from a video compared to written content, where memory recall is 22%.
Source: Wharton Business

To view the free infographic, fill the form below.

“While the amount of attention people are willing to give to media and the Internet in general has skyrocketed — largely due to having a screen and connection with them everywhere — it eventually is finite.”


Ev Williams, CEO of Medium and Co-Founder of Twitter

For advertisers, time is money. But it’s not just time they’re looking for, it’s attention.

Yet, attention is a finite resource that is increasingly hard to come by. Between 2000 and 2012, the average human attention span dropped 40%, from 12 seconds to 8 seconds. For comparison, a goldfish has an attention span of 9 seconds.

We can blame mobile, point to social media and complain how we’re addicted to screens. Whatever the cause, the landscape has changed and advertisers must continue to adapt.

Video has always been good at capturing attention — we pay to sit in movie theaters and watch a motion picture for two hours. We buy fancy TVs and computers to catch our favorite video content, and in recent years, started streaming those clips on our phones and tablets.

Native is the common thread between video advertising strategies.

And where there’s content, there are ads. As mobile users spend more time in news feeds, where videos play silently and automatically, the dynamics of video advertising must adapt to the changing consumption patterns.

Whether you look at Facebook, Twitter, Pinterest, or the quickly growing list of content publishers and apps, native is the common thread: these videos aren't playing out like TV commercials and pre-roll, interjecting themselves between us and the content we're seeking out. The new normal for video is the what advertisers should be focusing on: video that fit in to its surrounding environment that people will consume the same way they consume organic content.

To help understand why native is growing so quickly for video advertising, we curated a list of the most compelling data about native video from around the industry and our own platform, the Sharethrough Exchange (STX). Measurements from STX include 3,000 native video ads from 236 brands promoted in the first half of 2015.

Here are 12 stats advertisers need to know about native video:

AN AGE OF SKIMMING

8 SECONDS

Is the length of an average attention span today. That’s one second less than a goldfish!
Source: Microsoft

2 DAYS

Every 48 hours, the same amount of content is produced as was created from the beginning of mankind through 2003. That’s a lot of content to compete with.
Source: Google

60 PERCENT

Of people get their news from headlines. We’re in an age of skimming where headline culture prevails. What we share is not the same as what we’ve watched or read.
Source: American Press Institute

ATTENTION + TIME = MONEY

ZERO

Correlation between social sharing and time spent reading. Tweet first, read...never?
Source: Chartbeat, Upworthy

5 SECONDS

Is all it takes for brand videos to achieve ad recall on YouTube, whether or not the brand is mentioned.
Source: Google

10 SECONDS

Or less contribute to 74% of the impact for Facebook’s native video ads.
Source: Facebook

2.5X

How much more likely Twitter uses are to prefer autoplay videos over click-to-view or thumbnail previews.
Source: Twitter

3X

More attention is captured for a 90-second video ad than a 30-second video ad. With no time restraints for native video ads, a longer video delivers more time spent with your brand.
Source: Sharethrough

$700 MILLION

The amount of autoplay video ads Facebook said it will have sold in 2015.
Source: eMarketer

46 PERCENT

increase in brand recall when the brand is mentioned in the first five seconds of a native video ad, with no impact on completion rate.
Source: Google

46 PERCENT

The number of of business people who, after watching a video, visited a vendor website or contacted a vendor for more information.
Source: IDG

50 PERCENT

People remember 50% more from a video compared to written content, where memory recall is 22%.
Source: Wharton Business

No items found.
About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

“While the amount of attention people are willing to give to media and the Internet in general has skyrocketed — largely due to having a screen and connection with them everywhere — it eventually is finite.”


Ev Williams, CEO of Medium and Co-Founder of Twitter

For advertisers, time is money. But it’s not just time they’re looking for, it’s attention.

Yet, attention is a finite resource that is increasingly hard to come by. Between 2000 and 2012, the average human attention span dropped 40%, from 12 seconds to 8 seconds. For comparison, a goldfish has an attention span of 9 seconds.

We can blame mobile, point to social media and complain how we’re addicted to screens. Whatever the cause, the landscape has changed and advertisers must continue to adapt.

Video has always been good at capturing attention — we pay to sit in movie theaters and watch a motion picture for two hours. We buy fancy TVs and computers to catch our favorite video content, and in recent years, started streaming those clips on our phones and tablets.

Native is the common thread between video advertising strategies.

And where there’s content, there are ads. As mobile users spend more time in news feeds, where videos play silently and automatically, the dynamics of video advertising must adapt to the changing consumption patterns.

Whether you look at Facebook, Twitter, Pinterest, or the quickly growing list of content publishers and apps, native is the common thread: these videos aren't playing out like TV commercials and pre-roll, interjecting themselves between us and the content we're seeking out. The new normal for video is the what advertisers should be focusing on: video that fit in to its surrounding environment that people will consume the same way they consume organic content.

To help understand why native is growing so quickly for video advertising, we curated a list of the most compelling data about native video from around the industry and our own platform, the Sharethrough Exchange (STX). Measurements from STX include 3,000 native video ads from 236 brands promoted in the first half of 2015.

Here are 12 stats advertisers need to know about native video:

AN AGE OF SKIMMING

8 SECONDS

Is the length of an average attention span today. That’s one second less than a goldfish!
Source: Microsoft

2 DAYS

Every 48 hours, the same amount of content is produced as was created from the beginning of mankind through 2003. That’s a lot of content to compete with.
Source: Google

60 PERCENT

Of people get their news from headlines. We’re in an age of skimming where headline culture prevails. What we share is not the same as what we’ve watched or read.
Source: American Press Institute

ATTENTION + TIME = MONEY

ZERO

Correlation between social sharing and time spent reading. Tweet first, read...never?
Source: Chartbeat, Upworthy

5 SECONDS

Is all it takes for brand videos to achieve ad recall on YouTube, whether or not the brand is mentioned.
Source: Google

10 SECONDS

Or less contribute to 74% of the impact for Facebook’s native video ads.
Source: Facebook

2.5X

How much more likely Twitter uses are to prefer autoplay videos over click-to-view or thumbnail previews.
Source: Twitter

3X

More attention is captured for a 90-second video ad than a 30-second video ad. With no time restraints for native video ads, a longer video delivers more time spent with your brand.
Source: Sharethrough

$700 MILLION

The amount of autoplay video ads Facebook said it will have sold in 2015.
Source: eMarketer

46 PERCENT

increase in brand recall when the brand is mentioned in the first five seconds of a native video ad, with no impact on completion rate.
Source: Google

46 PERCENT

The number of of business people who, after watching a video, visited a vendor website or contacted a vendor for more information.
Source: IDG

50 PERCENT

People remember 50% more from a video compared to written content, where memory recall is 22%.
Source: Wharton Business

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Sharethrough
Contributing Authors & Industry Leaders

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