What we know about online video audiences

Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.

Smartphones and connected TVs are increasingly the devices of choice for online video viewing – as the smartphone experience improves, and as TV and online video media converge. Although online video is increasingly key to reaching younger audiences, advertisers need to address low ad receptivity, attention and completion among viewers. With on-demand, anytime, anywhere video consumption now the norm, audience measurement is a key challenge.


Online video is a media that delivers creative content across a number of internet-enabled viewing devices including desktop computers, mobile devices and connected TVs.

Online video audiences are those people who view...

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