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Marketers Need to Figure Out What Branded Video Viewers Want

Consumers prefer informative or entertaining videos

Branded video ad views hit 2.89 billion in Q2 2014, according to Visible Measures, up from 2.48 billion in Q1 2014 and 1.92 billion in Q2 2013. However, results from June 2014 polling by Levels Beyond indicate that branded videos still have a long way to go as marketers try to catch up to consumer demand for such content.

Consumers were enthusiastic about branded videos, with 59% of US adult internet users saying they watched them when they visited a brand’s website, and the majority of respondents actually preferred to view brand videos on a company’s site. Fully 40% of respondents even favored watching such content over reading the same information.

Despite consumer interest, 75% of US marketers said producing and delivering video (besides commercials) was not a top priority, and nearly half didn’t plan to increase efforts this year. In addition, 53% of marketers didn’t think consumers wanted to see videos from their company.

Levels Beyond noted that informative or entertaining videos were the most popular among viewers. How-to, instructional or tutorial videos were the top branded video type internet users wanted to watch, cited by 67%. Comedy or spoof videos followed (42%), product/informational videos landed in third place (34%), and 33% of respondents were interested in microdocumentaries that told the story of a person or event. Animations/infographic videos rounded out the list, at 30% of respondents.

However, the types of branded videos US marketing professionals reported publishing did not always align with consumers’ preferences. Though 33% did produce how-to, tutorials or instructional videos, the same percentage focused on videos from events, 30% produced interviews, and 25% published testimonials.

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