Although Australians of all age groups continue to spend the majority of their screen time with their home TV set, new screen technologies have entered the home which are being used to complement TV viewing.
Changing viewer behaviour is evident with homes acquiring internet-enabled TV sets, people using tablets in place of desktop and laptop computers, and smartphones taking over. Currently, 27% of Australian homes have each of the four screen types: TV, PC, tablet and mobile phone, up from 16% only a year ago.
These days you can use the internet as a broadcast medium delivering tailored site, sound and motion communications to target audiences at scale while controlling a desired reach and frequency. Digital media is now changing so fast, the big question is, are you keeping up?
It should come as no surprise that online video has hit the mainstream in a big way, although it also has a long way to go. Here are some interesting facts:
- Almost one third of Australians have a tablet in their household, this has doubled from 2012 – 2013 (OzTam)
- Australians spend 8.53 hours per month watching online video on devices other than a TV (OzTam)
- 74% of online Australians engage in simultaneous screen use of TV and internet, with 30% doing it daily! (OzTam)
- Online video now accounts for 50% of all mobile traffic (Bytemobile)
- Globally, online video users are expected to double to 1.5 billion in 2016 (Cisco)
- Globally, online video traffic will be 55% of all consumer Internet traffic in 2016 (Cisco)
Some early investigations are showing that removing 25% of the display budget and investing it in video drives a significant uplift in online conversions. All of this points to a medium that we need to understand better!
So, if you are asking yourself ‘where do I start with online advertising’, ‘how do I promote online videos’ and ‘what is a YouTube channel used for’… Ask the team at QA, we can help review your options and show you how best to use online to compliment your existing advertising presence.