The Online Publishers Association (OPA) released a study that showed the ascendancy of video viewing online. Rich Media has generated tremendous buzz as an online branding vehicle and the findings of this survey would further confirm that.
- 27,841 Internet users age 13 and older surveyed online.
- 51% indicated that they watch video online at least once a month, 27% watch at least once a week and 5% watch video online daily.
- The largest segment of online video consumers, as one might expect, were broadband users (87%).
Most video viewing, according to the survey, happened at home and after work (57%), although a healthy segment viewed ads during the day, presumably at work (47%).
What was seen:
- 66% watched news clips
- 49% watched movie trailers
- Most viewing frequency was of sports clips, 48% watching at least once a week, and 11% watching daily.
The majority of respondents had positive impressions of the video they watched.
44% said they took action after viewing an ad (34% visited a Web site; 15% requested information and 14% visited an offline store to see product; 9% said they made a purchase as a result).
So what does this all mean?
More video is coming to content sites and more large advertisers will utilize video, both virally (or attempt to) and in TV-commercial style placements on high traffic sites.
As TV loses share to the internet€"especially among younger audiences€"expect to see more and more TV advertising migrate online. And expect the Internet to become more and more a visual (rather than text-based) environment. This obviously goes hand-in-hand with broadband penetration. This raises interesting possibilities for more directional and contextual advertising online than would be possible in a broadcast or cable environment.
We'll more fully explore these issues on the "Blurring the Picture: Cable TV, Video Search and Local Directional Media" panel on April 20.