Studies: Focus on production, use online video with television

Data from Vid.ly, which just integrated with Encoding, finds the viewing rates through Android devices are steadily gaining ground on Apple's iOS devices. Through 2011 Android's viewing share grew from 10.2% to 24% while Apple's dropped from 80.9% to 40.6%. Wherever people are watching, though, the key is engagement.

"TV and digital ad planners can no longer operate in a vacuum in which online video advertising remains a silo apart from TV spend, because it fails to account for the fact that audiences are no longer stationary," said Ed Haslam, Vice President of Marketing for YuMe. "Dual-platform campaigns offer demonstrable value and greatly outperform a TV-only campaign while improving overall cost efficiency."

YuMe partnered with Nielsen, using their TV/Internet Fusion product to sample and assess how a $500,000 online video buy to a $2.6 million TV flight. The YuMe ads showed an increased reach of 7%. Perhaps of most interest - six million people were not picked up by the TV flight at all.

Of interest from the report:

• Respondents exposed to YuMe served ads showed higher brand recall than those exposed to television campaigns
• Message recall was also higher for digital video than for TV ads
• Compared to other video networks, YuMe users showed brand recall increases of 33%
• YuMe users showed message recall of 50% higher than other video network users

Meanwhile, from Invodo and the e-tailing group, research that debunks three myths about online video content. They studied how consumers engage with video in a retail context to determine how video is used most effectively. Their overall finding: Forget long and short and concentrate instead on quality.

Myth 1: Shoppers won't watch a clip longer than :30. Debunked: Invodo's research shows 37% of study respondents watched clips longer than three minutes and 66% watch content on information-intensive products.

Myth 2: Video is still a 'nice to have' but not necessary feature. Debunked: Invodo's research found 66% of consumers liked product demonstration videos and found them helpful in decision making.

Myth 3: 'YouTube style' videos are seen as more authentic. Debunked, again. According to Invodo 54% of respondents prefer 'professionally produced' content; 47% said professional content helped them make purchase decisions.

Tags: advertising, Invodo, online video, online video trends, Vid.ly, video content, video myths debunked, YuMe