\n\tNEW YORK: According to a new study from the Interactive Advertising Bureau (IAB) and GfK, some 22 percent of Americans—52 million people—are watching original digital video each month, a 15-percent gain on last year.<\/p>\n
\n\tThe findings were released in the 2014 Original Digital Video Study<\/em> as the Digital Content NewFronts wrapped this week. The original content coming out of online platforms is perceived as more innovative, edgy, unique and mobile in comparison to regular TV, the survey found.<\/p>\n \n\tAnother key finding was the rise of mobile viewing on smartphones (46 percent of respondents) and tablets (41 percent). Almost half of those surveyed (48 percent) use Internet-connected television sets to watch original digital video, nearly double the rate in 2013.<\/p>\n \n\t“Original digital programming has captured the attention of consumers across the country,” said Randall Rothenberg, president and CEO of IAB. “Over the past few days, the thundering applause from ‘standing-room-only’ audiences of media buyers and marketers at each and every NewFronts presentation signaled the original digital video movement. This study underscores the importance of this innovative medium to advertisers who demand the kind of reach and engagement that ‘made for digital’ content delivers.”<\/p>\n \n\tThe survey also points to differences in viewing patterns when it comes to online originals versus traditional TV; more than half of monthly original digital video users report their viewing of the medium is unplanned, compared with only about one quarter of those that watch TV online and regular prime-time television viewers. Morever, there has been a "significant decline" in planned viewing across TV dayparts and categories. Another key finding is that social media sites are proving to be strong discovery tools for original digital content.<\/p>\n \t“This much consumer enthusiasm should translate into increased advertising dollars moving into original digital video,” said Sherrill Mane, senior VP of research, analytics and measurement at IAB. “There are distinct differences between original video content on digital versus traditional television, and this research will help marketers and agencies better understand how to approach original digital programming ad opportunities to reap their many rewards.”<\/p>\n","protected":false},"excerpt":{"rendered":" NEW YORK: According to a new study from the Interactive Advertising Bureau (IAB) and GfK, some 22 percent of Americans—52 million people—are watching original digital video each month, a 15-percent gain on last year. The findings were released in the 2014 Original Digital Video Study as the Digital Content NewFronts wrapped this week. The original …<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-5687","post","type-post","status-publish","format-standard","","category-top-stories"],"yoast_head":"\n