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BizReport : Advertising : October 09, 2008
Engaged online video viewers not averse to advertising
For an increasing number of people, online video viewing isn't a fad, it's a habit and marketers should be looking to online video advertising to reach engaged and influential audiences, according to recent Forrester Research findings for Veoh Networks.
Online video viewing is no longer restricted to snacking on YouTube snippets, it has evolved. Many consumers are now watching long-form content such as television shows and movies, according to the Forrester/Veoh study, "Watching The Web: How Online Video Engages Audiences", which focused on "engaged" online video viewers - those that watch an hour or more per week.
The study found that "engaged viewers" make up almost 40% of online video viewers and they watch three-quarters of all online video. In addition, engaged viewers aren't averse to advertising, believing it to be a fair trade-off for free content, and consider banner and mid-roll ads most effective.
This acceptance of advertising must not be abused. It needs to be "fair, useful and entertaining. It has to meet those three criteria," stresses James McQuivey, a principal analyst at Forrester.
The study broke down engaged viewers into three sub-groups based on time spent viewing online video, the types of video watched, attention level of online video vs. television and their video sharing behavior.
Watchers - this sub-group engages little with video content and sharing they mainly just, well, watch.
Controllers - a sub-group of younger online video viewers who believe online video plays an important part in their lives, therefore taking an active role in controlling their experience.
Connectors - this sub-group loves to share and while making up just 7% of online video viewers they do 42% of all video sharing and consume 20% of all online video.
"As online video viewing continues to grow as a primary source of entertainment, it will create many new opportunities for content providers and advertisers alike to reach engaged, influential audiences," said Steve Mitgang, CEO of Veoh Networks.
Tags: advertisers, connectors, content providers, controllers, engaged, Forrester Research, mid-roll, online video, Veoh Networks, video advertising, watchers, YouTube
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