Viewers' eyes are moving from TV to the Internet during traditional primetime, and advertisers are noticing and moving their dollars in the online direction, according to a pair of published reports.
Image source: TubeMogul
The primetime viewing shift was charted by Tube Mogul, which sampled 58 million video streams to find out how they performed in the eyes of consumers during the day.
"Viewers are most willing to pay attention to digital video ads during primetime hours," the researchers determined. Additionally, the report said, "Lift in brand favorability (i.e. "how favorable is your opinion of brand X?") also significantly rises... and lift in purchase intent consideration goes up."
More video ads are also served during the primetime hours of 8 p.m. to midnight than during any other four-hour block of the day.
And advertisers have taken notice, according to a story in Warc, which noted that Reckitt Benckiser, a household and personal care group, moved 30 percent of its TV ad spending to online video over the last three years and carmaker Hyundai moved 5 percent of its U.S. budget into online video "with much of the money going on broadcasters' websites such as ESPN.com and MTV.com," the story said.
The story cited figures from eMarketer claiming that online video advertising spending will increase 41 percent in 2013 and hit $4.1 billion because, among other things, there's just more online space available for advertising.
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