Appetite for video
Online video is the world’s fastest‐growing advertising category due to an explosion of mobile video consumption and the spread of internet‐connected devices like smart TVs and games consoles. Smartphones have bigger and better displays, and transmission technologies like 4G are improving connection speeds, making it possible for consumers to watch high‐quality video content wherever and whenever they choose, according to ZenithOptimedia’s new Advertising Expenditure Forecasts.
Mobile devices accounted for 34% of all online video plays in 4Q14, up from just 17% a year earlier, according to the Ooyala Global Video Index, as social networks develop their video products, while more online video is being sold by programmatic buying. ZenithOptimedia estimates that global online video spiked 34% to $10.9 billion in 2014, and is forecasting it to grow at an average of 29% a year to reach $23.3bn in 2017.