Video ads on media sites are more effective

Rather than randomly placing video ads on high traffic websites, marketers should consider placing the bulk of their vid-ads on media websites. That is the finding from a recent Online Publisher's Association (OPA) study.

by Kristina Knight

The OPA partnered with OTX to survey more than 1,400 online video viewers.

According to researchers, video ads viewed on media sites are more likely to be acted upon than video ads seen on other content sites. That is most likely because, contrary to popular belief, newsy video clips are the most popular form of online video.

In the past silly clips or parodies were thought to be favorites of online viewers.

Researchers found that 38% of users on magazine websites, 37% of users on newspaper sites and 35% of users on online-only news sites have acted up video ads. Some have simply searched for more information online but about one-quarter of those users actually went to a store to find that item. Meanwhile, only about 24% of users who viewed a video ad on a UGC site acted upon that video.

Broadcast television commercials also scored lower than online video. Only about 21% of consumers who saw a commercial on broadcast television acted on that commercial to find out more about the product advertised.

Online video viewers seem to be open to ads. According to the study more than 50% of online video viewers have acted upon a video ad.