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BizReport : Advertising archives : May 30, 2011

Reports: Ecommerce video trending up

Each month the number of video views and video viewers seems to increase. Along with consumer traffic is more video advertising and sponsorships, but one recent report indicates the real campaign ROI might be in deploying actual video content not just advertisements.

by Kristina Knight

According to the SundaySky Q1 State of Video in Ecommerce report implementing an online video SEO strategy could spell success for online brands.

According to the SundaySky report:

  • Although more retailers are mass-scaling video options, 68% are still not utilizing video
  • Consumer subscriptions to retailers YouTube channels increased by 20%
  • 18% of major search query results contain video content
  • Most retail-related videos are only posted on YouTube

The top video using retailers include HSN (Home Shopping Network), Overstock and Nike, but tech brands including Hewlett Packard, Apple and Symantec are in the top ten. Nike brand has the most video views (through YouTube) with 146.7 million. HSN (at number three) has just over 43 million views, and Apple 26 million.

Although many retail brands have not taken up online video the report indicates huge potential for the category. In one example, Zappos generated more than $500,000 in annual revenue after deploying their video SEO strategy.

Some categories are more in touch with online video. Q1 data from FreeWheel shows that more than 11 billion videos were served from brands including Discovery, Warner and ESPN - being television brands, this makes sense. In addition more than 5 billion video ads were served from their clientele. Their data shows that online video, rather than taking away a prime time audience, is adding to that audience.

From an ad perspective, mid-rolls are saw a 40% increase over Q4 2010 numbers; mid-rolls also have the highest completion rate.

One interesting finding from the first quarter was the consumers are now tuning in to the Internet when there is breaking news - especially if that news breaks during typical work hours. For example, the Japanese Tsunami showed a spike in viewing which indicates that when news or information breaks, consumers are turning to their nearest available screen rather than waiting until they get home to catch up.

Tags: ecommerce video, FreeWheel, online video, SundaySky, video content, video trends

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  • This definitely seems to be the trend. Top brands are seeing the value of putting video online. Video remains the preferred information source for the average online consumer.

    The great thing is that you don't have to be a top brand anymore to put professional video content online. Now your average small business can go somewhere like and get a professional customized video produced and online in no time and for very little money.

    In these tough economic times it's important to put your advertising dollar where it will do the most good. And online video content is one of those difference makers.



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