6/29/2007 07:50:00 AM
Online video is hot -- so hot it's becoming mainstream. According to comScore Video Metrix, every month, Americans stream 7 billion videos online, and 70 percent of U.S. Internet users viewing online video. Also over a month, YouTube reaches 40 million unique visitors (Neilson/Netratings May 2007). But are people watching online video ads?
The Online Publishers Association conducted a study to understand what drives video advertising success. After exposing consumers to video content and advertising, the study found that online video advertising leads to results: of the 80 percent of viewers who have watched an online video ad, 52 percent have taken some sort of action, including checking out a website (31 percent) or searching for more info (22 percent). Ad length was also a leading factor driving brand lift, with 30 second ads outpacing 15s in relevance and brand consideration.
So what does this mean? Try turning your TV spots into video ads! Take what's on the cutting room floor for your 60 second spot and run it on YouTube. Check out this video for restless leg syndrome on YouTube. There's more that you can do with video content, in other words.
