RSS feed Get our RSS feed

News by Topic

BizReport : Research archives : February 07, 2007

Survey: Users prefer targeted online ads

More users are going online to watch video streams, and for most, an ad before the stream starts is preferable to fee-based services. That is the word from a new survey.

by Kristina Knight

According to the survey, which polled 500 adult web users, 66% said they watched online video streams at least once per week. Another interesting tidbit is that of the 84% said their online video consumption either stayed the same or increased from 2005 levels; an indication that streaming video is showing a growth in popularity.

Other results from the survey include the preference for online ads. According to survey results about 94% of those who watch online videos prefer pre-rolled ads to fee-based services, though most believe online ads should be shorter than traditional television ads (61%), better targeted for the viewer (18%) or created exclusively for the web (15%).

With the increase in viewership, just what are users watching online? News clips (49%), music videos (47%), movie trailers (33%), television shows (26%) and user-generated videos (21%). However, the click-through rate for online ads is highest with online gamers. Gaming sites have a .87% click-through rate, followed by career sites (.71%) and automotive sites (.63%).

Online video is predicted to have explosive growth through 2012, according to research from Informa. Online television and video is expected to bring in about $6.3 billion by 2012 in North America. That is about 10 times more revenue than was generated in 2006.

Tags: online video advertising, streaming video

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.