New York, NY, September 24, 2007 – A comprehensive survey by TNS, a world leader in market insight and information, confirms that online video has become a compelling medium both for broad viewer audiences as well as relevant advertiser messages.
In a relatively short period of time, the online video platform has become mainstream media, with the research confirming that reach across the medium is broad and rapidly growing. Fully 75% of respondents reported watching more video online than they did a year ago, and half (52%) expected to watch more online video over the next year. Users cited convenience, control, and access to unique content as some of the medium’s benefits.
The study, sponsored by AOL and Google, also found widespread acceptance among consumers for online video ads. Nearly two-thirds (63%) said they prefer having video sites include ads in order to keep the content free.
“This study confirms that consumers accept video advertising in exchange for a free viewing experience, which is good news for advertisers,” said David Klein, Vice President of TNS. “As with advertising across all media, if the video advertising is relevant, it can contribute to and enhance an engaging media experience, not impair it.”
The combination of viewer control and the ability to easily share content combine to create a uniquely engaging media experience. Eighty-four percent say they watch online videos when it is convenient, and 57% say that online video provides a lot of control over content. Both responses describe the active posture associated with viewing online video. Additionally, 54% say they often view videos sent to them by friends and family, while 47% say they enjoy sharing online videos themselves.
“The online video viewing experience puts the viewer in the driver’s seat, allowing the user to decide not only what they see and when, but also enabling them to easily share content with others with the click of a mouse,” added Klein. “For marketers, targeting and segmentation can play a critical role in ensuring video advertisements are equally engaging as the content consumers are viewing. This gives marketersthe opportunity to build compelling and viral brand experiences.”
While marketers often employ TV advertising for awareness and brand association goals, the research found that the immediacy and interactivity of the video medium makes it easy for consumers to learn about a brand/company and take subsequent action– a complementary strategy to TV. Results show that 39% agree that online video ads give more of an opportunity to learn about an advertiser than TV. And nearly two-thirds (64%) said that they have taken some action after seeing an online video ad, including going to a company's website (44% of respondents), searching for more information about a product or service (33%), going to a bricks & mortar store to look at a product (22%), or talking to friends/family about the product (21%).
The research also found that brands can benefit simply from having an online video presence; in other words, for online video advertisers, the medium itself can be a valuable part of the message. Forty-one percent of respondents stated that after they see a brand featured in an online video ad, they are more likely to think of that brand as having a strong presence on the Internet. This suggests that the employment of video advertising can play a unique and critical role in representing a brand as digitally-focused and digitally-accessible.
Moreover, nearly one in three say they think of brands featured in online video as "innovative" (32%), "creative" (32%), and "fun" (30%).
"These statistics have a compelling message for marketers: just by leveraging the online video medium for communicating a message, your company's brand benefits," notes Klein from TNS.
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