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Use Video to Drive Brand Interest (Not Direct Sales)

Posted on 4.08.2012

A new survey from Harris Interactive and brand agency Digitas reveals an increased urgency for brand investment in video, showing that 46 percent of online video viewers in the U.S. say that if they are watching a video online that mentions a new product or brand, they would be at least somewhat likely to look up that brand afterwards.

Additional highlights from the study include the following:

- 49 percent of those who follow brands on social networks say that if a brand that they follow posts a video online, they are at least somewhat likely to click on the link to watch it and learn more.

- 51 percent of online video viewers, ages 18-44, say that if they watch a video online and it mentions a new product or brand, they would look up that brand.

- 62 percent of online video viewers who have a favorite celebrity, ages 18-34, would check out an online video starring that person.

"Brand content has become an integral part of any successful marketing strategy," says Stephanie Sarofian, managing director of The Third Act, the brand content unit of Digitas. "Whether you're thinking about mobile, social, b2b, or any facet of marketing, content is now at the heart of everything we do. There is immense opportunity right now for brands to engage consumers through content-marketing across all channels."

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