Tuesday, April 04, 2006

Study: More than 65% of Web video viewers also watch ads

[BRIEF]

 

Study: More than 65% of Web video viewers also watch ads

 

Online video watching is growing in popularity, with 39% of those with home Internet access watching at least once per week, reports a new study by the Online Publishers Association (OPA). More than half of these video viewers--66%--have watched online video ads, and 44% of those have taken action on what they've seen. Of those who have taken action, 31% have checked out a Web site, 14% have asked for more information, and 10% have forwarded the video ad to friends or family. According to the report, video ad watchers prefer short ads, but 39% reported they would watch ads lasting longer than 30 seconds. The study surveyed 1,241 Internet users aged 12 to 64 and is representative of the U.S. online population, according to OPA. When using online video, pharmas should avoid repurposing content from other sources and instead should develop original content for the Web, according to an Avenue a/Razorfish analysis. 

 

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[FULL STORY]

 

Online Video Achieving Mass Appeal with News Leading the Way, According to Online Publishers Association Study; One-in-Four Internet Users Access Video Weekly; Video Advertisements Drive Specific Actions

Business Wire via NewsEdge Corporation :

NEW YORK--(BUSINESS WIRE)--March 29, 2006--According to a study released today by the Online Publishers Association (OPA), video viewing online has reached the point where it is a routine practice for many Internet users. "From Early Adoption to Common Practice: A Primer on Online Video Viewing" is the first OPA study to look at how the U.S. online population perceives video and video advertising.

The wide acceptance of online video is one of a number of compelling findings from the OPA study, which was conducted in partnership with Frank N. Magid Associates, Inc. Other headlines include:

-- News Leads: While humor gets the buzz, news/current events is the most frequently viewed online video category.

-- From Ads to Action: The vast majority of video viewers have seen video ads and many are being driven to take action.

-- Specific Destinations Popular. Visiting specific Web sites is a very popular way to find online video; general surfing is nearly as common.

Full results of the study can be found at: www.online-publishers.org.

"The OPA study makes it clear that online video viewing has become commonplace and that consumers often go to specific sites directly to watch video," said Pam Horan, OPA vice president of marketing and membership. "The video viewing boom has been propelled by rapidly expanding video content and consumers' increased reliance on the Web for news and entertainment. And while humorous videos seem to get the buzz, it's hard news that is most frequently watched by Web users."

The OPA video study found that 24 percent of Internet users access video at least once a week, while 46 percent watch video at least once a month. News leads the way in frequency of viewing, with 27 percent of online video viewers watching at least once a week, followed closely by funny videos (26 percent watch at least once a week). Online video viewing is very common at home (39 percent of those with home Internet access watch at least once a week) compared to 19% of those who watch at least once a week at work.

When it comes to finding the videos they watch, Internet users often rely on a handful of specific sites. Half of all video viewers go to a specific Web site to find video, and a strong majority of video viewers (58 percent) say they rely on two to five sites. Another popular way to find video is through random surfing, which is done by 48 percent of video viewers.

The OPA study found that online video advertising is being viewed regularly and leads to specific actions. Sixty-six percent of video viewers have watched online video ads, and 44 percent of those have taken action on what they've seen. Visiting a Web site ranks highest at 31 percent, while eight percent are actually driven to make a purchase. Video ad watchers generally prefer short ads, however 39 percent said they would watch ads lasting longer than 30 seconds.

Horan continued, "The OPA study makes it clear that online video ads are having a real impact. Viewers are taking action on what they watch, presenting very interesting and potentially powerful new opportunities for advertisers."

"From Early Adoption to Common Practice: A Primer on Online Video Viewing" was conducted in February, 2006 by the OPA, in partnership with Frank N. Magid Associates, Inc. The study's sample of 1,241 Internet users age 12 to 64 is representative of the U.S. online population.

About the Online Publishers Association

Founded in June 2001, the Online Publishers Association is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 109.5 million visitors, or 65 percent of the total U.S. Internet audience (Source: comScore Media Metrix, July 2005 combined home/work/university data). For more information, go to www.online-publishers.org.

About Frank N. Magid Associates

Founded in 1957, Frank N. Magid Associates provides research-driven, strategic media counsel on the evolving consumer mindset for clients in 37 countries. The company helps businesses that are struggling to make sense of a constantly evolving marketplace connect with an increasingly elusive, splintered consumer who is seemingly hidden behind an expansive array of technologies. Magid provides businesses not only with an understanding of the attitudes, opinions and actions of today's technology-saturated consumers - but offers research-driven strategic advice on how to successfully brand, advertise, market and design their products and services. For more information, please visit Magid on the Web at www.magid.com.

 

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