As it matures from a consumption standpoint, online video monetisation is making massive strides as consumers embrace multiplatform delivery, according to new research from comScore.
In its 2013 Digital Future in Focus reports focusing on digital technologies in a number of key territories, the analyst reveals just how prevailing trends in social media, search, online video, digital advertising, mobile and e-commerce are defining the current digital marketplace. It argues that the rapid adoption of smartphones and tablets, and consumers’ increasing use of them has resulted in a fragmented digital media landscape where the typical consumer now shares his time across multiple screens.
And standing out in this was the increasing commercial impact of an online video market that has recently been driven by the greater commercialisation of YouTube. comScore notes that the ramping up of advertising on the platform, which is said to be also on the verge of offering paid-for channels, and also notes traditional media players finding success with TV commercial content. One hugely significant dynamic revealed was a demand for high-impact video advertising that was exceeding available inventory.
Looking out over 2103 and beyond, comScore expects continued momentum on the advertising side of online video particularly as targeting improved.