The Video Ad Market Increases in Worth
The new study by the Online Publisher’s Association, “Frames of Reference,” reveals that video ads are more effective on media sites than on portals or sites whose content is user-generated.
The Video Ad Market Increases in Worth
Published July 03, 2007 on ManageSmarter
VideoAds
By: SHAYNA JACOBS
The new study by the Online Publisher’s Association, “Frames of Reference,” reveals that video ads are more effective on media sites than on portals or sites whose content is user-generated.
The research shows that Internet advertising is effective when supplied on interactive media sites, where users can access ads in video format. According to research, “Over one-third of consumers on magazine (38 percent), newspaper (37 percent) and online-only news (35 percent) sites say they have searched for more information after watching a video ad,” reads a release on the news. These totals well exceed respondents who reported they searched for information after viewing a video ad on a portal or user-generated content site, 27 percent and 24 percent respectively.
Other important results include:
* 80 percent of all video viewers have watched a video ad online
* 52 percent have taken action after viewing a video ad—whether visiting the product or company’s Web site or inspecting a product in-store.
*If a consumer has a positive reaction to a video ad, brand consideration increases by 61 percent.
*If a consumer has a neutral or negative connotation to a brand, brand consideration will still increase by 21 percent with a positive video ad experience.
Overall, the recent survey confirms that video-watching online has increased, shedding light on the opportunity potential within the market. The OPA on its “Eyes on the Internet” tour is spreading the word that “weekly viewership has jumped 80 percent since last year&,” amongst other statistics that show a stark increase in video viewership and video ad effectiveness.