To help kick off the Digital Content NewFronts, which began today, this edition of the 12 most intriguing numbers from digital marketing over the last week is dominated by interactive video. The numbers include surprising revelations about long-form mobile spots, vertical video and local businesses buying Twitter ads.
1. An analysis by FreeWheel of Q1 2015 data, provided exclusively to Adweek, shows completion rates of mobile video ads are impressive across the board. But here's a whopper: Long-form clips, exceeding 20 minutes, get the best completion rate at 92 percent.
2. Are you caught up in the vertical video craze? Snapchat said the best-performing shows and ads are those that are shot vertically—ads are viewed to the end nine times more frequently than horizontal ones, the tech company said.
3. In Google's earnings report last week, the Menlo Park, Calif.-based tech giant revealed that YouTube's video advertisers rose 45 percent last year.
5. Online publisher PopSugar had 14.3 million video views on Facebook alone in March, according to DigiDay.
6. The Interactive Advertising Bureau last week reported that online video hit $3.3 billion in 2014, a 17 percent increase over the previous year.
7. Digital spots are hot among marketers almost everywhere, including at Conde Nast, which is loading up on content. Michael Klein, evp of content programming and strategy at the publishing giant, told us, "You know, we've done over 135 series to date, and we work with a variety of content creators. It can be people with a camera and a dream or a large production company. It really depends on the story they want to tell and the audience mood we're trying to fulfill with it."
8. FreeWheel also found that while over-the-top devices like connected TVs are still in the minority, their use is growing, with video ad views on them increasing 380 percent over the last year.
9. Let's look at some non-video data. According to BIA/Kelsey, 9.5 percent of local companies have bought a Twitter ad, while 18.3 percent of respondents said they are using the social platform for marketing.
10. AOL Homepage internal research shows that 69 percent of the Web company's users say they want to consume sports content. AOL claims pageviews on its sports channel on AOL.com are up 224 percent since last year, and that unique visitors increased 18 percent in a month. On social media, sports is AOL's most active account with the most retweets and mentions.
11. The digital advertising space grew 16 percent last year compared to 2013 and totaled $49.5 billion in sales, according to the IAB study. A key driver of that growth was the burgeoning mobile space, which the trade org found to have skyrocketed by 76 percent—from $7.1 billion in 2013 to $12.5 billion—last year.
12. Skyjet's mobile game has taken flight. The private jet provider's requests for quotes have jumped 93 percent since last year, and mobile traffic spiked 50 percent between the fourth quarter of last year and the first quarter of 2015, boosting mobile conversions 177 percent.