Online Video Soaring as Users Come to Accept Advertising

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According to research from Frank N. Magid Associates, conducted on behalf of Metacafe, consumers still prefer short-form video online. The study shows that short, "professional" videos account for 8 of the 10 most popular video genres. That includes music videos, television show clips and movie previews. And in a telling symptom of the Internet age, one in four respondents claim that these short professional videos are more entertaining than full-length television shows.

Some other findings include:

  • 55% of online video viewers find online video ads just as, if not more, acceptable than TV ads, up 3% year-over-year.

  • The coveted viewers ages 18 to 24 accounted for the greatest increase in weekly online video viewership.

  • 85% of males and 68% of females watch online video weekly -- a 15% and 27% increase over 2009, respectively.

There are a few important takeaways here. First, keep your videos relatively short -- if you have a lot of content to publish, consider breaking it up into smaller parts so viewers will watch everything. Second, try to make your videos as professional (and entertaining) as possible -- grainy videos and unsteady camera work is fine for a quick blooper, but not good for branding purposes. Third, don't be afraid of running ads before, during or after your videos. Consumers have come to accept that the price to pay for free video content is often a brief advertisement here and there.

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Cullen Swanson 07-01-2010 1:44 PM

Online video has changed the way we promote our clients' content online.  Having a 60 second "webmercial" that has strong call to action at the end, and you've provided a way for visitors to become conversions in fewer steps and in less time.  The quality of our leads went through the roof since we started using these webmercials and video testimonials on our website.  Video can help pre-qualify a site visitor without them having to read a single word.  Everything they need to know in 60 seconds or less.  Your bounce rates will go down considerably as well.  

Pesi Unwalla 07-02-2010 3:59 PM

Short web video ads have worked for us as well as for the clients we produce them for. The strong call to action leads the viewer onto the next step of the buying cycle so much more effectively than anything else out there. Web Traffic is all well and good but without positive web Conversion all your other efforts become useless. The key is to keep them short and sweet - Start with the Key benefit to the viewer , add in your USP, mention how it solves your customer's problem and end with a call to action that again includes the key benefit.

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