Joe Meloni

A report from NPD DisplaySearch detailed growing access to video content among tablet users around the world. Within the United States, tablet usage as whole has grown 300 percent in the last year, and 70 percent of users said they have been more active in accessing video content, which points to a valuable marketing channel for brands with video capability.

While a majority of video access is for entertainment, marketers looking to make additions to content efforts can add video to their arsenal to add an element of diversity to campaigns. Much like news content marketing campaigns, video efforts can be a strong addition for businesses hoping establish themselves as thought leaders. Text-based website content is often employed as an SEO tactic, but expanding this to nurture a brand’s reputation on the web can provide an additional benefit to a web presence.

„While the trends vary by region, it is evident that consumers around the globe are watching more video and TV content with their portable electronic devices as these provide additional means of accessing content,“ Riddhi Patel, research director of consumer insights for NPD DisplaySearch, said in a release.

Recently, Brafton cited a study from the Online Publishers Association that said content consumption on the web was the main task of 94 percent of tablet users, surpassing even email and social media access. Moreover, research from comScore found that Americans viewed more than 10 billion video ads on the web in May. The month proved to be the first in history that video ad viewership rose above the 10-billion mark.