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BizReport : Research archives : August 22, 2011


What brands need to know about video consumers

Americans are consuming more video content, whether on television or the Internet, than ever, but many brands are still unsure how to connect. The key is understanding how consumers are engaging with video and what they are watching.

by Kristina Knight

videologos.jpgA new partnership between MediaMind and Impossible Software may give brands that edge. Through the agreement Impossible Software will power text, image or video elements into dynamic video ads; those included elements will allow video advertisers to target video to consumers based on their location or interests.

The dynamic elements are targeted according to geographic location, behavioral actions or demographic information.

"TV ads have always connected viewers on an emotional level," said Torsten Appel, CEO of Impossible Software. "Now, customized video ads can enhance that even further by creating a highly personal experience for the user."

Those emotional connections are even more important for the video space because of the rapid smartphone and tablet adoption rate. As consumers convert from feature phones to the always on technology of smartphones and tablet devices they are connecting more with content they want - local news and sports, movie trailers, original/web-first content, television programming - when they want to watch.

The Nielsen Cross Media Report finds that mobile video viewing has increased 40% since 2010 and that more viewers are 'time shifting' - recording programs to watch later.

Other interesting findings include:

  • African Americans watch more video content than other demographics (155 hours/month, TV and video content)

  • Caucasian viewers watch more DVR recordings (26 hours/month DVR, 11 hours/month Timeshifted)

  • Asian viewers watch the most online video (10 hours/month)
  • Perhaps not surprisingly, older consumers watch more traditional television. Ages 50+ watch more than 94 hours of traditional television per week while ages 18-49 watch more than 11 hours of online/mobile video per week; younger adults also spend more time online, roughly 20 hours per week.






    Tags: Impossible Software, MediaMind, mobile video, Nielsen, online video, video content, video trends








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