Adobe Digital Index (ADI) report says online video viewing will overtake desktop by the end of 2016. Why bother with 4K?
Of course, “overtake” doesn’t mean “everyone.” And not every video we shoot is destined for the web.
But it really does beg the question: “What percentage of my work is going to be seen on devices where 4K — or 10-bit 4:2:2, for that matter – can offer a compellingly better viewing experience?”
Adobe’s CMO.com, publisher of the ADI, is aimed at “CMOs and senior marketers,” so the emphasis of the paper is advertising. But with this written, are the data any less relevant to those of us who produce the actual content?
Sure, we know that 4K down-rezing can lead to spectacularly sharper images – I remember clearly when the Panasonic GH4 first hit the street and test after test showed it — on the web at 1080p — eating much more expensive cameras for lunch.
And yes, shooting in 4K gives us more cropping options in post without losing resolution – but really, shouldn’t we be able to capture the shot we want in camera without having to resort to this?
I’m feeling a little Buffy The Vampire Slayer-esque at the moment to suggest such heresy (ignorance?), but there you have it: “that’s my suggestion.”
What do YOU think?Will switch to mobile viewing kill 4k? Click To Tweet
ADI: Mobile Quickly Becoming The Video-Viewing Platform Of Choice
Adobe Digital Index (ADI) has released its “Inaugural Video Benchmark Report” (PDF), which, according to the data, predicts that online video viewing on mobile devices is set to take over desktop viewing by Q4 2016.
The implication for marketers, according to ADI, is that mobile video advertising could be a big opportunity in the near future, as consumer eyeballs increasingly flock to smartphones for video viewing.
In its research, ADI found that mobile viewing has steadily continued to increase its share of video views, with smartphone share up 75% year-over-year (YoY) in 2014, to 14%, and tablet share up 50% YoY, to 12%. This growth can be attributed to changes across the board from increased access to new mobile devices, to improved mobile connectivity and networks, to the sharp rise in mobile-friendly content, per ADI.
Additionally, larger-screen devices—such as the iPhone 6 and 6+—have given mobile video completion rates a boost. According to ADI the new iPhone release in Q4 2014 increased the percent of videos reaching the “halfway” point of 7% over Q3 2014.
Larger-screen devices are also increasing overall time spent viewing online video. This, too, is a big win for mobile video advertisers; it means more of their video ads will be seen. Smartphone viewers are spending 24% more time per month, quarter-over-quarter (QoQ). That said, it must be remembered that total time spent viewing video content on a tablet is still twice as long as time spent on a smartphone, while desktop time spent is 14 times longer, ADI pointed out.
“There’s no doubt that mobile devices are becoming a better environment for digital advertising,” said Tamara Gaffney, principal analyst at ADI. “We already see that mobile cost-per-click rates are up as a result of the bigger-screen phones. These devices have a lot of benefits for mobile advertising from a pure real-estate perspective. We’re now seeing the same thing in video. People are watching more video via their devices, and the larger form factor is even driving them to watch videos all the way through.”
ADI’s report is based on 191 billion total online video starts and 2.67 billion TV Everywhere authenticated videos during 2013 and 2014. The analysis is comprised of aggregated and anonymous data from media and entertainment sites captured by Adobe Analytics and Adobe Primetime
Read full article at CMO.com “ADI: Mobile Quickly Becoming The Video-Viewing Platform Of Choice”
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(cover photo credit: snap from CMO.com)
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