Consumers More Engaged With Online Video

A recent study from the Simmons branch of Experian Research indicates that consumers pay more attention to video ads viewed online than ads that are viewed on television. Researchers found that people are 47% more engaged with ads seen online than on television.
The study further found that users are 18% more engaged with ads in general which are viewed online - video, display and text ads are included.

Americans More Wired

Within the span of eight months, the use of online and mobile devices for entertainment has rocketed among online US consumers, according to the second edition of the “State of Media Democracy” new-media survey from Deloitte & Touche, reports Reuters.

• About 38% of consumers are watching TV shows online, 36% use their cell phones as entertainment devices and 45% are creating online content like Web sites, music, videos and blogs for others.
• About 20% of consumers said they are viewing video content on their cell phones daily or almost daily. 
• 67% said they would be willing to be exposed to more online ads in return for free content that’s valuable.  However, 37% said they would rather pay for online content than be exposed to advertisements.
• 69% said they are watching or listening to consumer-generated content.

Downloading Videos On The Rise

The downloading and viewing of broadband video among adult Internet users continues to rise, according to a report from Horowitz Associates.

• About 61% of Internet users download online video content at least once a week and 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study. News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows.
• Among those with video-enabled handheld devices, about 35% watch video on their devices at least weekly and 62% do so at least monthly, translating to 18% of Internet users overall who watch video content on a handheld device at least monthly. This figure is up from 8% just one year ago.

User Engagement Importance Increases

A recent study shows that companies are paying more attention to online customer engagement than ever before. 77% of them say its importance has increased and 90% say that its either “essential” or “important”. 29% say they plan on using video sharing sites in the future to interact with customers.

Online Video Becomes More Mainstream

According to a recent study, nearly 50% of the US population is watching online video once each week.  62% of these users are interested in funny clips, followed by news clips (42%).  Music videos came in at 41% and user generated content, 40%.

Internet Advertising Reaches Historic High

IAB and PricewaterhouseCoopers recently announced that Internet advertising revenues exceeded $5.2 billion for the 3rd qtr of 2007, representing yet another historic high and a $1.1 billion increase (25.3%).  This further demonstrates the value of digital media and the acceptance of this medium as a benefit to any marketing strategy.

Opportunity for Growth in International Streaming

ROO CEO Robert Petty recently shared his knowledge in an article regarding the growth of opportunity for global digital media and the challenges companies will face trying to enter new markets.  As Robert Petty says, “the internet has become a global broadcasting platform that is only getting bigger”.  Check out the entire article here.

Newpaper Website Audience Grows

According to the NAA, more than 59.6 million people reported visiting newspaper websites in July 2007 and these websites generating 2.8 billion pageviews per month.  The NY Post, which recently implemented a ROO powered enhanced Video Player, ranks #9 in terms of average number of unique visitors.  The implementation of online video can only add to this growing trend by creating an enhanced viewing experience and further marketer opportunities.

Interactive Marketing Spend Up in the US

According to a new Forrester Research report, interactive marketing spending in the US is expected to triple over the next five years, reaching $61 billion by 2012. After surveying 344 interactive marketing professionals, Forrester found:

• Online video ads will significantly increase. Growing consumer adoption of online video will result in a dramatic 72% increase in online video ad spending to $7.1 billion by 2012. More customer-centric online video applications will increase the medium's appeal for consumers and marketers.
• Display advertising is expected to reach $14 billion by 2012, and will be an essential supporting role in all interactive campaigns.

Regulating Internet Video? Really?

A recent poll conducted by a Washington D.C. public relations firm, 63 Communications noted that more than half of US residents would like to see Internet video regulated by the government.  Furthermore, 29% of those surveyed indicated Internet video should be regulated the same way as TV content—including instituting an online rating system.

Really, guys?? The great thing about online video is it allows total freedom of expression.  Content that was once dismissed by traditional media finds new and engaging audiences online.  What will happen if we begin regulating the Internet the same way we regulate TV and movies? Will there be a place for the Wake Up Cat or Chad Vader?