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BizReport : Viral Marketing : December 28, 2007
Study: Consumers are more engaged with online video
A recent study from the Simmons branch of Experian Research indicates that consumers pay more attention to video ads viewed online than ads that are viewed on television. Researchers found that people are 47% more engaged with ads seen online than on television.
Consumers are also more engaged (25%) with the programming content of television stations when watching online than when watching on television.
Now that word is out, advertisers would be smart to take advantage of advertising with online video.
"Web sites that are extensions of properties that exist in other media channels have great potential to funnel audiences that are highly engaged in the first place," said John Fetto, product manager for Experian Research Services.
It isn't only television or video that is engaging to consumers. The study further found that users are 18% more engaged with ads in general which are viewed online - video, display and text ads are included.
Who is most engaged? This research points to woman and younger viewers as being the most engaged with ads and content viewed online. The study also showed that users are more likely to trust ads seen on sites that they visit regularly, which indicates that behavioral profiling of website audiences could benefit advertisers.
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