“For me, the fundamental fact of the study is the large number of people who recognise remembering the publicity they see in digital video.” (Izaskun Macías, head of digital media, PHD Spain)
At the recent Prime Time Anytime Digital Video Conference in Madrid, IAB Spain presented its “Annual Study of Online Video”, prepared by Elogia and sponsored by PHD Spain. The study’s main objectives are to know the state of the online video market in Spain, see in which platforms it is consumed and how the user perceives advertising.
The study was carried out in October 2017 among men and women between the ages of 16 and 65.
“Of the Spanish population, 82% are Internet users and, of these, 95% are users of online video. It is a market almost at full maturity. Little more can be raised,” says Belén Acebes, director of marketing and research at IAB Spain.
Regarding interaction with online video, the study shows that only one in four comments or shares opinions while consuming videos, although it is a trend that increases every year. The preferred devices for making comments are the smartphone and the laptop, while the favourite media are social networks on the same page where the videos are viewed.
The role of advertising in online video is very relevant, since 95% of free video consumers accept advertising. The preferred format for this advertising is the pre-roll, because it is considered the least annoying. “But the study reflects that 73% of people skip the announcement as soon as five seconds pass,” explains Ramón Montanera, market intelligence director at Elogia. “Almost 70% remember having seen advertising in the viewing and 50% admit that they usually look and see that advertising.”
Izaskun Macías, head of digital media at PHD Spain comments: “Practically the whole internet community consumes online video. This trend is bullish and has grown about 12 points since 2014. This growth can be summarised in three points: the progressive growth of video consumption in social networks, mobile consumption and in the medium term, everything related to price plans and broadband rates.
“For me, the fundamental fact of the study is the large number of people who recognise remembering the publicity they see in digital video. In the end, although most respondents skip the ads, I think it’s good news. They are telling the brands how we should focus on those few seconds that are granted to us and deep down it is good for the user to self-segment, according to whether it is relevant or not for them,” concludes Macías.