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BizReport : Research archives : February 27, 2007

Study: target men for online video conversions

Online video is beginning to garner more attention from average viewers with 4% of people over the age of 18 watching online videos daily and another 14% watching at least once each week. However, those numbers don't touch the number of traditional television viewers, according to a new study, which means targeting video is the key to conversions.

by Kristina Knight

According to the Emerging Video Services study from Leichtman Research Group, the total amount of online video is increasing but the total number of users is relatively unchanged. So, if marketers want to increase their online video conversion rates, better targeting the ads is key.

The study indicates that men are the best target group. 41% of daily online video watchers are men aged 18-34. That same demographic comprised only 14% of the online sample used in the study. Men aged 18-34 also account for roughly two-thirds of adults who watch user generated content - YouTube videos, etc. - daily.

One interesting tidbit from the study was that only 8% of online video watchers admitted to watching less television because of online video.

Bruce Leichtman, President of Leichtman Research Group said, "Rather than replacing TV, in the near-term, emerging video services like online video are best viewed as opportunities to complement and augment traditional TV viewing options."

Tags: men 18-34, online video, online video advertising

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