Online video advertising is proving to be an effective method of persuading consumers to visit web sites, go to a store or make a purchase, according to a new study from the Online Publishers Association.
The OPO study showed that::
Overall, 80% of all video viewers have watched a video ad online 52% have taken some sort of action, whether it’s checking out a website (31%), searching for more info (22%), going into a store (15%), or making a purchase (16%).In addition, if the consumer had a prior brand affinity toward an advertised brand and they liked the adjacent video content, brand consideration jumped 61%, according to the study. If the consumer’s initial attitude toward the brand was neutral or negative, brand consideration still rose 21% if they liked the video content.
The length of a video ad—30 seconds versus 15 seconds—also plays a role in whether a consumer takes action, the OPA says. There was a 30% lift in ad relevance and a 23% lift in brand consideration when 30-second ads were used.
Online video is really exploding because it is new and exciting to users. I find it interesting that as the % of people who watch ads on TV declines, that the percentage of people who watch video ads online grows. If your company has any video assets then you should be looking to put them up on YouTube, Metacafe and Google video.
{ 2 comments… read them below or add one }
Adam Snider 07.11.07 at 2:40 pm
The title of this post is a bit misleading. If I’m reading that quote correctly, it’s saying that 80% of people who watch videos online have watched video ads. Of those, 52% took an action.
52% is still an incredible rate. Even the 16% who made a purchase based on the ads is a very high conversation rate. But, it’s hardly 80%.
Adam Snider 07.11.07 at 2:41 pm
Whoops! Typo…that should say “conversion rate,” not “conversation rate.”