Online video advertising is set to register healthy growth in India after the country’s sector witnessed growth of 200% in 2016, according to a report from Adomantra Digital. The increasing affordability and accessibility of Internet connectivity through 3G and 4G mobile networks is spurring the growth of online video consumption and thus advertising, the report said. “2017 will observe a more aggressive approach from social media and video giants. YouTube, Facebook and Twitter will promote video consumption and associated advertising,” said Adomantra Digital. “The online video advertising industry had a very impressive 2016 with growth of 200%. The increase in consumption of video content enabled a shift in gears and growing demand”, the report added. A key focus for the sector in 2017 would be on long-form video of between 45 to 90 seconds, for a stronger brand engagement with the audience, Vikas Katoch, CEO, Adomantra Digital told the PTI. “Brands and publishers will reap huge benefits because of high viewability in rich media formats as users cannot avoid viewing these ads,” he said. Increasing internet penetration in the country in 2017 will lead to an exponential increase in video consumption, Katoch added.
Online video advertising in India grew by 200% in 2016, making it a ripe target for social media giants such as YouTube, Facebook and Twitter, according to a report by Adomantra Digital. The report, which was released on Tuesday, said that the number of online videos watched per user has increased from about 10 minutes last year to more than 20 minutes, with YouTube leading the way. Adomantra Digital CEO Vikas Katoch predicted that long-form videos would be a "key focus" for marketers, while increased competition would increase viewing.