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BizReport : Research archives : August 11, 2009

33% of online videos shared by consumers

Here is one more reason to invest in online video: according to a new study from Yahoo, Interpret LLC, Warner Bros. Media Research, Havas Digital and Omnicom's PHD one-third of all online videos are shared by consumers. Researchers also found that consumers are now more likely to engage with online video ads than with television ads.

by Kristina Knight

Here are the stats:
• 28% of consumers are more likely to pay attention to online video ads than television ads
• 32% of all time spent online is with online video
• More than two-thirds (70%) of consumers report watching videos at home and at work

The study suggests that online video is now giving marketers more bang for the buck than traditional television ads because with traditional television, a marketer buys a certain program with a certain shelf-life. For example, advertising during CBS's "NCIS" would net marketers a small window of time because the show runs on Tuesdays at 8 PM. An online video clip, however, is more accessible by consumers for a larger amount of time. Sponsoring a segment of an online show allows marketers to reach consumers are virtually any time because the consumer can stream and watch at any time.

"Unlike television consumption, which mostly happens during the primetime hours of 8 p.m. - 11 p.m., people across all demographics are watching online videos consistently throughout the day and night, with the exception of dinnertime," said Jason Kramer, Chief Strategy Officer at Interpret LLC. "This fundamental shift in consumer behavior opens up opportunities for publishers, advertisers, agencies and marketers. For example, rather than advertisers only vying for spots on hot television shows that appear during primetime, they can leverage online video to reach target audiences more often than just once per

When are consumers most likely to be streaming video?

• At work, between 12PM and 3 PM
• After dinner, between 6 PM and 9 PM
• Late nights, between 9 PM and 1 AM

Tags: online video, streaming video, video ads, video sharing

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