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BizReport : Advertising archives : October 14, 2009

Nielsen: Video viewing up nearly 25%

There is no time like the present to stop thinking about video advertising and jump into the fray. According to a new report from Nielsen Online, the time spent with online video, per viewer, increased 25% from September 2008 through September 2009. Also up? Unique viewers, total video streams and per-viewer streams.

by Kristina Knight

Here are ">the report details:

• Year over year, unique viewers increased just over 12%
• Year over year total streams increased nearly 25%
• Year over year streams per viewer increased by 11%
• Year over year time spent per viewer increased nearly 25%

Over the past year video has skyrocketed, with consumers logging on to watch entire television shows, short user-generated clips and news clips. What advertisers and metrics firms have found with all of this video viewing, however, is that all content is not equal when it comes to campaign returns.

For example, advertising before, during or after user-generated clips is not going to increase the engagement or even the purchase intent of the consumer. Instead, marketers need to focus their video ads on specific segments of professionally developed content. News clips, television shows/clips or even movie trailers.

Why? Because consumers are willing to watch an ad served with a professional clip but they aren't willing to watch or engage with ads used adjacent to user generated content. Another factor is that marketers can be more certain of the message of professionally produced clips while user-generated clips may be poor quality or, in the worst case scenario, have a message that does not match the message or intent of the brand advertiser.

Tags: Nielsen Online, online video, video advertising, video clips

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