In the current internet age, marketers have to deal with the fact that people’s attention spans continue to decrease. Which makes it even more important for them to reach consumers as early in the campaign cycle as possible, before the next cool/funny/heartwarming thing comes along.
New research released today by social video analytics company Unruly reveals a significant increase in the speed of video sharing in the past year — meaning that more and more of a video’s total shares happen within the first three days of its launch. Unruly now puts it at 42% of total shares.
Further delving into the stats, Unruly’s Social Diffusion Curve measures how fast videos spread across the social web. First launched in April 2013, it shows the sharing speed for the top 4,000 digital videos, which was a lot lower back then, when only 25% of video shares happened within the first three days. From 2013 to 2014, percentage of total shares within the first week of launch also went way up overall, from 37% to 65%.
This information obviously impacts advertisers, who have to keep up with the fast-paced love-it-and-leave-it attitude in online video.
To help advertisers reach viewers in those first few hours and days, Unruly says it’s launched a new skippable, pre-roll format for its video distribution platform, Unruly Activate. The in-stream format also marks Unruly’s entry into the programmatic ad space. The company has integrated with over 60 data management platforms to date.
Unruly’s founder and group CEO, Scott Button, explained their place in brands’ digital video strategy, “Using paid distribution and real-time programmatic targeting across the open web, brands can maximize the sharing peak and slow the rate of viral decay in order to deliver maximum earned media and viewer advocacy on their video campaigns,” said Unruly founder and group CEO Scott Button in a statement. “Unlike standard pre-roll formats, in-stream skippables keep the users in control, as users decide whether or not they want to view the ad. Advertisers only pay when viewers have finished the video or at 30 seconds.”