New Study Examines Online Video Advertising, Content
A study released this week identified a number of key factors behind online video advertising success as well as how consumers are using online video and their reactions to advertising. Conducted by the Online Publishers Association (OPA), “Frames of Reference: Online Video Advertising, Content and Consumer Behavior” surveyed and concept-tested 1,422 online video users.
Among the key findings are that news is currently the most popular online video category and that consumers are taking meaningful action in response to video ads.
“With online video firmly entrenched in the mainstream, marketers need to understand what works for driving key advertising metrics,” says Pam Horan, OPA’s president. “‘Frames of Reference’ identifies the most important factors—from ad length to the impact of adjacent content—that can improve video-advertising effectiveness. In the rapidly evolving world of video, the study is an important step in laying down concrete, high-impact techniques for marketers.”
The study also found that of 80 percent of viewers who have watched a video ad online, 52 percent have taken some sort of action, whether that involves visiting a Web site (31 percent), searching for more info (22 percent), visiting a store (15 percent), or actually making a purchase (12 percent).