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Consumers Embrace Ads in Original Digital Video Programming

Posted on 5.05.2015

As major Internet companies like Yahoo, Amazon and Hulu wade into the waters of original digital video programming, the Interactive Advertising Bureau (IAB) has recently released their latest report on the state of online video viewing titled “2015 Original Digital Video Study.”

In the study the IAB lists a variety of interesting findings, chief among them being that nearly a quarter (24 percent) of U.S. adults (equating to 59 million) are watching original digital video programming at least once a month. Interestingly, cord-cutters and cord-nevers that watch original digital videos find that ads that are shown during the programming to be “more interesting” or “fun” (43 percent) with over one third (35 percent) of the general digital viewing audience in agreement about the ads likability.

Other noteworthy findings from the report include what device viewers are watching original digital videos on as well as what time during the day they are watching the content and how they discovered the original programming.

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“Original digital video programming is attracting a growing audience – especially younger viewers 18-34 who are highly desirable to many advertisers,” said Sherrill Mane, senior vice president of research, analytics and measurement at IAB.

“Brands and media buyers need to be aware not only of the growth in popularity of original digital video, but also recognize the variety of screens where this content is consumed. Earlier IAB research showed that connected TVs are gaining ground, and this study independently substantiates those findings and shows that those who enjoy made-for-digital content are watching that programming more and more by streaming to traditional television sets.”

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