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BizReport : Advertising archives : May 29, 2009


Is online video going primetime?

If you're not already using online video, you could be missing the boat. That, according to Lightspeed Research, whose new report finds that there is no better time to begin a video campaign than right now. The report is part of Trendstream's new Global Web Index; Lightspeed Research powered the survey. 1000 active online consumers from 16 to 65 were surveyed.

by Kristina Knight

lightspeed.jpgJust over 70% of consumers were found to be watching online video clips, which is a larger base than either blogging or social networking has in the current climate. Why are consumers turning to online video so often? Because of they can share it. Unlike watching a clip on television and then reporting to a friend what was said, consumers can quickly embed a video clip on their social pages or send a link via email to start a conversation.

David Day, CEO Lightspeed Research Europe said, "This initial data. . .shows that the dynamics of online video are changing fast. Active web users are driving this digital revolution and players at every step of the value chain need to take notice if they are to realize the opportunities that this explosion in online video consumption represents. "

And it isn't the younger generations who are pushing the growth. According to this survey 82% of 16 and 17 year olds are watching online video but so are 65% of Boomers between the ages of 55 and 64; those who are watching are also actively sharing their favorite clips with friends and family.

What is possibly most interesting, though, is that consumers' engagement levels with video content vary depending on where the clip was found. Emailed links from friends and family garner the highest engagement level (5.5 on a scale of 10) while videos of ads receive the lowest engagement levels.

While this doesn't mean marketers should not sponsor video clips, it is an indicator that simply uploading a typical commercial won't cut it with consumers. Instead, marketers need to upload actual content about the products advertised.






Tags: Lightspeed Research, online video, video advertising, video consumption








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  • Once again, I find your information helpful. I have just begun to use some video with my market of Baby Boomer Entrepreneurs. I am already seeing better SEO rankings as a result. Now with your comment about 65% of baby boomers watching on-line video, I will certainly move video up as a priority. Thanks for the great information.

    Shallie Bey

    Smarter Small Business Blog





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