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BizReport : Advertising : June 30, 2011

Study: Primetime is the new prime time

When it comes to online video more people are watching for longer periods of time. A new study from Yahoo, Phase 2 of Video, finds that not only are viewers consuming more video content they are becoming more discerning of the quality of content and, by comparison, the ads supporting that content.

by Kristina Knight

yahoo.jpg"As online video continues to grow and become more mainstream, an evolution is taking place on three fronts: viewer consumption habits, the sharing of video content and even the video content itself," was written in the report. "By understanding these changes marketers can maximize consumer engagement by selecting the appropriate video content and sites according to their marketing strategy."

According to the Yahoo report:

  • Prime time viewing of online video clips has increased by 30 points

  • Short clips responsible for 75% of views

  • Fewer viewers are sharing clips now than in 2009, but those who share do so a lot

  • 50% of viewers will watch online originals

  • 60% of viewers plan to seek out online originals moving forward

  • Professionally produced content is engaging more viewers
  • In fact, professionally produced content rated higher ad recall (45% vs. 36%) higher brand/product recall (19% vs. 12%) and were considered more relevant to ad sponsorships (19% vs. 15%). User generated content was seen as more annoying (47% vs. 41%) and more instrusive (40% vs. 36%).

    Data from comScore shows that more than 5.6 billion video viewing sessions were launched in May 2011, with most viewers tuning in to Google/YouTube (311 minutes per viewer, average). From an advertising standpoint, 45% of the US population were reached by video ads with most ads served through Hulu's platform (1.3 billion). Time spent viewing video ads reach 2 billion minutes; video ads accounted for just under 13% of the time spent watching video clips.

    Tags: comScore, online video, video ads, video content, Yahoo

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