Video AD Competition
Portals and social networking services are striving to take the lead in the fast-growing live video broadcasting service and mobile video ad markets.
For example, Naver is accelerating its speeding up its growth in the live video broadcasting service market by means of collaborations with South Korean celebrities such as Big Bang and Girls’ Generation. Its global video service V App, which had been released in July last year, reached 17 million download hits in March this year, 70% of which were recorded outside South Korea. Naver is planning to further beef up its video platform service by making use of 360-degree virtual reality, frame extraction, etc.
Facebook added Facebook Live to its features earlier this year. The feature for the posting of live video footage had been available only to politicians, celebs and the like but the scope of application was expanded to cover the general public in January this year. These days, Hillary Clinton, Donald Trump and many more are opening their campaign strategies to the public and broadcasting their speeches by using the feature.
Twitter is planning to provide a similar real-time video service, too. To this end, Twitter acquired Periscope a year ago at US$100 million. It is expected to turn itself into a video-oriented service by, for example, opening movie trailers for the first time.
According to market research firm ZenithOptimedia, the global mobile ad market is estimated to reach US$23 billion in size next year, although the size was less than US$10 billion as early as four years ago, as more and more people prefer communication by means of video rather than text.