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BizReport : Trends & Ideas archives : August 09, 2007

Poor online video experience off-putting to users

With online video on the increase as a marketing tool, marketers need to focus on the quality of the video content, and its delivery, to ensure a flawless user experience.

by Helen Leggatt

In a May, 2007, JupiterResearch survey more than 30 percent of the marketers surveyed intended to create online video content as a means of increasing consumer’s engagement with their brand. The same survey indicated that, over the next year, the number of marketers using pre-roll ads will increase 180 percent. For those using mid- or post-roll ads it will increase 145 percent.

Bearing that in mind, a more recent study conducted by JupiterResearch, on behalf of Akamai Technologies, explores two key elements of online video’s future success: consumer preferences around video consumption and consumer reaction to low-quality viewing experiences.

“For online publishers and marketers, online video is rapidly becoming a serious component of their business strategies. In order for these initiatives to pay off, the viewing experience must be flawless,” said Brad Rinklin, vice president of marketing, Akamai Technologies, in a press release.

The quality of a website’s online video content has a significant effect on a visitor’s decision to return, found the survey. Overall, sixty percent of frequent online users, or those that watch video content at least once a week, said they would be unlikely to return to a website if the viewing experience was poor. Almost half said they would seek out a competitor’s website. The consequences? Losses in return visitors, goodwill and potential advertising revenues.

Tags: Akamai, JupiterResearch, online video, user experience

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