It appears that the internet
is becoming the 'vidernet'. With more and more video sharing websites
popping up, and more advertisers pouring their budgets into online video
advertising, the predictions of the visionaries of the last few years
seem to be coming to fruition.
According to a study by Google and AOL conducted by market insight and
information group TNS, 75 percent of respondents reported watching more
video online than they did a year ago, and over half expect to watch
more online video in the next year.
78% feel that online video ads provide as much or more of an opportunity
to learn about a product or service than television, and 63 % said they
prefer video sites to include advertising if it helps keep content free.
Apparently the online community is embracing video much more willingly
than expected.
Here are some other numbers to look at if you still need convincing: 64%
of respondents have taken action after seeing an online video, 44 %
going to the advertiser's Web site, 33 % searching for a product or
service, 22 % visiting an actual off-line store, and 21 % discussing the
advertised product with friends or family. So not only does online video
bring in new business, it gets the ball rolling on that elusive buzz
marketing campaign.
The responses came from 2,394 online users between 18 and 54 years old.
The study also found that online video ads result in 32 % of viewers
describing the featured brand as innovative, 32 % as creative, and 30 %
as fun. Who woulda' thunk?
Online video has become such an effective form of advertising that even
the major television broadcast networks are jumping on the bandwagon.
NBC, NBC Universal, Disney-ABC, and others are scrambling to get their
online networks up and running.
According to a study conducted by the top video information source
DoubleClick, consumers are approximately three times as likely to replay
an online video ad unit as they are to click through on a standard JPG
or GIF ad.
As technology attempts to play catch-up with consumers' appetite for
edgy, informative, and relevant advertising, online video technology is
poised to lead the race in delivering considerable revenue to
forward-thinking companies. Can't wait to see what the internet looks
like in ten years...
Arik Bannister is the owner of
CommercialMaker, the leading online video ad production company,
helping businesses throughout the world market their products and
services online and on television. Arik is also the author of the
Market University Product
Marketing Kit, a complete guide to producing and selling new
inventions.
