Yahoo: live online video offers bigger brand engagement than TV or VOD | Media Analysis | Business | News | Rapid TV News
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With more and more video viewers making the switch to digital, the demand for live content has grown in the streaming domain, and in turn, advertisers are responding, according to Yahoo, with advertising on live video increasing by 113% year-over-year.

yahoo videoLive video is emotional — it makes people feel up-to-date, involved and connected, Yahoo found in a new report. Ads viewed on live content are 75% more emotionally engaging than ads viewed on-demand — and those emotions tend to be positive; in fact, they’re far more likely (700%) to show positive emotions while viewing an ad.

This is driving big results for brands: ads on live content saw a 481% increase in brand favourability and a 77% increase in purchase likelihood compared to on-demand ads. As for ad effectiveness, Yahoo found that live video viewers show a 75% increase in emotional engagement when watching ads.

As with video in general, compelling content is the primary motivator for live online viewing, according to 43% of Yahoo’s survey respondents. And this arena is growing more than on-demand. For video-on-demand (VOD), long-form content grew by just 30% and short-form by an even more paltry 9%, Yahoo said. When compared to on-demand video viewing, live streaming delivers a 50% lift in positive emotions which translates to huge benefits for brands.

In contrast, standard-TV viewing shows that people are spend more time than ever on time-shifted content. In Q3 2013, viewers averaged just 11 hours 30 minutes of time shifted-content per month, but by the same quarter last year, that number stood at 24 hours 23 minutes.

The report also found that mobile viewing is a key advantage for live online video viewers, especially for millennials, 77% of whom are much more likely to watch live online video on a phone or tablet.

With a significant shift in planning and budgets, marketers can benefit by investing in live online video. “Brands aligning with live video content online are tapping into new viewing opportunities and the strong positive emotional reactions that come with it. More than one-third of consumers actually pay more attention to live ads compared to those around on-demand content,” said David Iudica, Yahoo’s senior director for strategic insights and research.

The report also found that second-screening is alive and well. Multitasking during live online events tends to foster a community of others doing the same, frequently sharing and creating more opportunities for brand engagement. 48% of viewers say they prefer live online content over TV because of the ability to multitask.