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BizReport : Viral Marketing : January 13, 2010

Online video viewing up 13% for December

One more reason to invest in online video advertising: online video viewing continues to grow at the consumer base. According to the latest research from Nielsen, consumers spent 13% more time viewing video clips in December (Year over Year), a sign that marketers need to take to heart.

by Kristina Knight

nielsenwire.gifNot only did consumers increase the amount of time spent viewing clips, consumers increased their total video streams, the total number of consumers watching clips increased and streams watched per viewer increased.

The report shows:

• 10.3% increase in unique viewers (137,411)
• 11.8% increase in streams (10.7 million)
• 1.4% increase in streams per viewer (78)
• 13.2% increase in time spent per viewer (193.2 minutes

The downside? Although all of these percentages were increases year over year, they were all down slightly from November 2009 numbers. This is likely because of the busyness of the holiday month, as consumers hopped from store to store rather than video clip to video clip.

The top destinations for video viewers will remain familiar: YouTube (105 million unique), Hulu (13 million unique) and Yahoo (27 million unique). According to Experian/Hitwise, YouTube is the sixth most-visited website for the week ending January 9, 2010. It is the only video-centric website in the Top Twenty.

More important than the metrics, however, is one expert's opinion that video will become the dominant force in online advertising this year. According to Unicast's Bryan Hjelm video content and advertising will drive content throughout 2010 as consumers search not only for movie trailers and clips but begin watching news and sports clips, entertainment pieces and entire television shows through online hubs.

These professionally produced pieces of content are a good way for marketers to add video advertising to their media mix. By sponsoring a show, clip or news segment, marketers can target the engaged video audience as they get their daily dose of content.

Tags: comScore, Experian Hitwise, NielsenWire, online video, Unicast, video advertising, video campaigns

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