Research Roundup: Industry News You Can Use

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Brenna Fitzgerald's picture
Brenna Fitzgerald on February 14, 2013

At Brightcove, we love data. Not only does it help us to understand the current market climate that our customers are operating in, it also provides us with some "food for thought" that assists us in evaluating our own products and where we fit within the broader digital ecosystem. With that in mind, I wanted to share three recent reports that center on key topics for the digital space: measurement and analytics, mobile and B2B video.

comScore on the Future of Digital Media Measurement and Analytics
We are slightly delayed in sharing this comScore report with you--it was published in December--but it’s still incredibly relevant and worth reviewing. In “Brave New Digital World: a Manifesto for the Future of Digital Media Measurement & Analytics,” comScore tackles the complex topic of digital convergence. With significant adoption of multiple platforms and devices--and the growing prominence of multi-screen--marketers' engagement and conversion opportunities abound. But, some marketers are dismayed or overwhelmed by this diverse digital landscape rather than elated (as comScore argues they should be). In this report, comScore offers 10 steps marketers must follow in order to come to terms with, and thrive in, the current digital world. I will highlight three that resonate most strongly:

  • All media is digital and measurement should follow suit: successful campaigns can really only be analyzed if digital consumption data is taken into consideration; TV metrics aren’t enough.
  • Viewable impressions matter: traction for Web ads (including video) can only truly be determined if digital advertising standards take “viewability” into account.
  • Digital ad effectiveness should consider useful metrics: gone are the days of click-through-rates being the “be all, end all;” instead, marketers should track awareness, purchase intent and sales contributions.

Cisco Projects 13-Fold Growth in Global Mobile Internet Data Traffic from 2012 - 2017
In a recent study, Cisco found that worldwide mobile data traffic will reach 11.2 exabytes per month by 2017. In case you're curious what an exabyte is (I know I was), it is “a unit of information or computer storage equal to one quintillion bytes.” I still don't fully grasp it, but I know it represents a lot of mobile traffic data. Putting this into context, Cisco indicates that video traffic alone will account for 3 trillion video clips in the five-year timeframe. Moreover, Cisco notes that mobile video will represent 66 percent of global mobile data traffic in 2017, a 15 percent increase from 2012. These figures are staggering and underscore the tremendous importance of "going mobile" for all organizations that publish video content.

IDG Says B2B Tech Buyers Rely on Video
According to January 2013 research from IDG, 95 percent of B2B technology purchasing decision-makers watch tech-related videos. Forty percent watch these videos on a mobile device. And, 58 percent seek out video for information on products they wish or need to buy. The B2B tech space cannot ignore the medium its target audience prefers: video. I have included the related infographic and additional data below.

Have you seen any helpful or insightful digital media research recently? Let us know in the comments.

 

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