According to a report titled "Frames of Reference: Online Video Advertising, Content and Consumer Behavior," online video ads seem to be making good on its promise of good returns.
The study, which was conducted by the Online Publishers Association (OPA) in conjunction with OTX, showed that of the 80% of people who have sat through an online video advertisement, 52% responded with some kind of action. Of these responding viewers, 31% took a look at the company’s Web site, 22% searched for more product information, 15% went into a store, and 12% purchased something.
Visitors to media sites were more likely to take an action after viewing an online video ad than visitors to portals or sites featuring user-generated content. Media sites include magazine, newspaper, cable, broadcast, and pure-play sites.
So, while YouTube gets all the mainstream attention when it comes to online videos and advertising in and around those pieces of content, it may not be the Web property to gain the most from the current surge in online video advertising interest.
The study also notes that 30 second spots helped marketers more than 15 second spots did. Online ads placed beside online video content also benefited from the quality of the content. If a user already had a favorable view of the brand being advertised, and if the video was likable, brand consideration increased 61%. If a user had a neutral or even negative view of the brand, a likable video boosted brand consideration 21%.
Also, a combination of a pre-roll ad and a static companion advertisement led to the most positive results.
News/current events videos were the most popular online video content, with 14% of respondents indicating that they watch that kind of content daily. Weather (11%), and jokes/funny clips (9%) rounded out the top three genres of online video content.
OPA and OTX surveyed 1,422 online video users for the study.
Sources:
http://www.online-publishers.org/?pg=press&dt=060607
http://www.emarketer.com/Article.aspx?id=1005027
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