|
Marketing to the Online Video Audience
Of 16 advertising tactics and media, online video ads ranked near the bottom for trust in an April 2009 Nielsen Online survey, among both the total respondent group and even teens, who are presumably more accustomed to online marketing.
To surmount this hurdle, marketers must develop a mix of ad formats that suits the increasingly varied content consumed by the audience. For example, most video streams watched are 5 minutes or less. At the same time, more and more short content is professionally created, making it safe for brand marketers. Therefore, a less intrusive mix of preroll and other ad delivery formats, such as overlays, could help reduce audience resistance.
In addition, content providers are making more full TV shows and movies available online, slowly shifting audience viewing time away from television to the computer screen. That trend creates support for more-extensive video ads, such as longer preroll or midroll placements with creative that rivals TV commercials for influencing the audience.
This eMarketer report will give marketers, content producers and distributors the information they need to stay current with the fast-changing world of online video.
Key questions
- Why do many people distrust online video advertising, and how can advertisers overcome that?
- What ad methods are needed with short video content?
- Is the online video audience as large as it appears?
Of 16 advertising tactics and media, online video ads ranked near the bottom for trust in an April 2009 Nielsen Online survey, among both the total respondent group and even teens, who are presumably more accustomed to online marketing.
Executive Summary
 Advertising Tactics/Media Trusted* by Internet Users in North America, by Age, April 2009 (% of respondents)
Key Questions
The eMarketer View
Audience Attitudes About Advertising
Attitudes of US Online Video Viewers Toward Online Video Ads, April 2009 (% of respondents)
Attitudes of US Online Video Viewers Toward Network TV Online Video Advertising, 2008 (% of respondents)
Level of Engagement with Online Video Advertising by Internet Users in North America, by Age, April 2009 (% of respondents)
Average Time Spent on Online Advertising Among Internet Users in the US and Canada, 2008
Ad Responses of US Active* Online Video Viewers During Their Most Recent Online Video Site Visit, by Segment, August 2008 (% of respondents)
Likelihood of US Internet Users to Click on Online Ads, by Format, August 2008 (% of respondents)
Demographic Profile of US Internet Users Who Are Likely to Click on Online Ads, by Format, August 2008 (% of respondents)
Internet Users in Select Countries Who Are Interested in Online-Video-Ad-Supported Content vs. Paid Online Content, Q3 2008 (% of respondents)
US Online Video Viewers' Acceptance of Free, Advertising-Supported Online Video, by Type of Content, April 2009 (% of respondents)
Video Ad Format Preferences
Online Video Advertising Formats that Internet Users Worldwide* Prefer to View, Q3 2008 (% of respondents)
Online Advertising Formats Preferred by US Connected Consumers, June 2008 (% of respondents)
Ad Types Preferred by US Active* Online Video Viewers Who Watch Full-Length TV Programs Online, August 2008 (% of respondents)
US Network TV Video Streamers Who Watch Preroll Ads, 2006 & 2008 (% of respondents)
Response to Ad Formats
Brand Metrics for US Online Video Advertising Campaigns on MTV Networks, by Type of Ad, January-April 2009 (% of respondents)
US Internet Users’ Attitudes Regarding Online Video Advertising Campaigns on MTV Networks, by Type of Ad, January-April 2009 (% of respondents*)
US Internet Users Who Liked Elements of Online Video Advertising Campaigns on MTV Networks, by Type of Ad, January-April 2009 (% of respondents*)
Dislike for Video Ads
Advertising Tactics/Media Trusted* by Internet Users Worldwide, April 2009 (% of respondents)
Attitudes of Internet Users Worldwide Toward the Value of Advertising, April 2009 (% of respondents)
Attitudes Toward In-Video Ads Among US Active* Online Video Viewers, by Segment, August 2008 (% of respondents)
Social Media and Video Advertising
Types of Ads/Promotions that US Internet Users Find Acceptable or Annoying, September-October 2008 (% of respondents)
US Social Network Users Who Watch More Online Video Than TV, Q4 2008 (% of respondents)
Online Social Media Activities of US Internet Users, March-April 2009 (% of respondents)
Social Media Used for Marketing According to US Brand Marketers and Ad Agencies, June-July 2009 (% of respondents)
Social Media Used by US Marketers, January 2009 (% of respondents)
Amount US Marketers* Spend on Viral Video, October-November 2008 (% of respondents)
Social Activities of US Active* Online Video Viewers During Their Most Recent Online Video Site Visit, August 2008 (% of respondents)
Online Video and Social Networking Activities of US Internet Users, January 2009 (% of respondents)
US Network TV Video Streamers Who Have Forwarded a Link to a Commercial or Advertiser Video, 2006 & 2008 (% of respondents)
What People Watch (and Why)
Types of Online Video Content Viewed by US Active* Online Video Viewers, August 2008 (% of respondents)
Types of Online Video Watched Regularly by US Online Video Viewers, April 2009 (% of respondents)
Online Video Consumption of Internet Users in Select Countries, by Type, October 2008 (% of respondents)
US Online Video Viewers* Who Find Short Professional Online Clips** Equally or More Entertaining than Full-Length TV Shows on a TV Set, April 2009 (scale of 1-5)
Ad Length versus Content Length
Ideal Length of Ads per Online Video Content-Hour According to US Marketers, October-November 2008 (% of respondents)
Average Length of Ad that US Internet Users Are Willing to Watch Before an Online Video, September 2007 (seconds)
Length of Ad* US Internet Users Are Willing to Watch During Their Online Video**, September 2007 (seconds)
Professional versus User-Generated
US Internet Users Who Watch User- and Professionally Generated Video, September-October 2008 (% of respondents)
Average Length of User- and Professionally Generated Videos Watched by Internet Users in Select Countries, September-October 2008 (minutes)
Demographic Profile of US Active* Online Video Viewers Who Watch Full-Length TV Programs Online, August 2008 (% of respondents)
US Online Video Viewers Who Watch Short Professional Online Clips,* by Age and Gender, April 2009 (% of respondents in each group)
Amount of Attention Paid to Different Types of Video Content According to US Online Video Viewers, January 2009 (scale of 1-10*)
Types of Online Content on Which US Advertisers and the Clients of US Agencies Will Not Run Ads, 2008 & 2009 (% of respondents)
Where People Watch (and When)
Unique Viewers at Top 10* Online Video Sites in the US, February-July 2009 (millions and % change**)
Unique Viewers at Top 10* Online Video Properties in the US, February-July 2009 (millions and % change**)
Share of Unique Viewers at Top 10* Online Video Sites in the US, February-July 2009 (% of total)
Share of Unique Viewers at Top 10* Online Video Properties in the US, February-July 2009 (% of total)
Top 10 US Broadcast TV Network Entertainment Programs Viewed Online, Ranked by Unique Viewers, December 2008 (thousands)
Total Videos Streamed at Top 10* Online Video Sites in the US, February & July 2009 (millions and % change**)
Total Videos Viewed at Top 10* Online Video Properties in the US, February & July 2009 (millions and % change**)
US Online Video Viewers’ Awareness and Usage* of Select Digital Video Providers, September 2008 & April 2009 (% of respondents)
Methods Used by US Internet Users to Stream TV Network Content, by Age, 2006 & 2008 (% of respondents*)
Average Streams per Viewer at Top 10* Online Video Sites in the US, February-July 2009
Average Videos per Viewer at Top 10* Online Video Properties in the US, February-July 2009
When People Watch
Share of Time that US Internet Users Spend Viewing Online Video, by Time of Day/Week, June 2008 vs. June 2009 (% of total and % change)
Amount of Time that US Internet Users Spend Viewing Online Video, by Time of Day/Week, June 2008 vs. June 2009 (billions of minutes and % change)
Who Watches (and How)
US Online Video Viewers and Penetration, 2008-2013
Weekly Online Video Watching Activities of US Internet Users, by Generation, October 2008 (% of respondents in each group)
Demographic Profile of US Online Video Viewers*, December 2007 & June 2008 (% of respondents in each group)
Demographic Profile of US Active* Online Video Viewers, by Segment, August 2008 (% of respondents)
Frequency and Time
Frequency with Which US Internet Users Watch Online Video, April 2009 (% of respondents)
Average Time Spent Viewing Online Video Among US Internet Users, by Age and Gender, November 2008 & April 2009 (minutes per viewer and % change)
US Online Video Viewer Metrics, February-July 2009
Share of Total Time US Consumers Spend per Month Viewing Video on TV, Internet and Mobile Phone, Q1 2008-Q2 2009 (% of total)
Change in Time Spent Watching TV due to Online Video According to US Online Video Viewers, April 2009 (% of respondents)
Total Time US Consumers Spend per Month Viewing Video on TV, Internet and Mobile Phone, Q4 2008-Q2 2009 (% change*)
Total Time US Consumers Spend per Month Viewing Video on TV, Internet and Mobile Phone, Q1 2008-Q2 2009 (millions of hours)
Conclusions
Endnotes
098734 | 098735
Ad Responses of US Active* Online Video Viewers During Their Most Recent Online Video Site Visit, by Segment, August 2008 (% of respondents)
Attitudes Toward In-Video Ads Among US Active* Online Video Viewers, by Segment, August 2008 (% of respondents)
099240
Online Advertising Formats Preferred by US Connected Consumers, June 2008 (% of respondents)
105370
US Online Video Viewers and Penetration, 2008-2013
105581
Comparative Estimates: Frequency/Usage of Online Video Among US Internet Users, 2008 & 2009 (% of respondents)
106674 | 106676 | 106669
US Internet Users’ Attitudes Regarding Online Video Advertising Campaigns on MTV Networks, by Type of Ad, January-April 2009 (% of respondents*)
US Internet Users Who Liked Elements of Online Video Advertising Campaigns on MTV Networks, by Type of Ad, January-April 2009 (% of respondents*)
Brand Metrics for US Online Video Advertising Campaigns on MTV Networks, by Type of Ad, January-April 2009 (% of respondents)
106682
Average Time Spent on Online Advertising Among Internet Users in the US and Canada, 2008
Related Information and Links
Related Links
Contact
Report Contributors
Of 16 advertising tactics and media, online video ads ranked near the bottom for trust in an April 2009 Nielsen Online survey, among both the total respondent group and even teens, who are presumably more accustomed to online marketing.
Arbitron
Collective Media
comScore Inc.
Deloitte
Dynamic Logic
Edison Research
eMarketer
Equation Research
Eyeblaster
Forrester Consulting
Frank N. Magid Associates
GfK Roper Consulting
IBM
iPerceptions
Ipsos MediaCT
Knowledge Networks Inc.
Lightspeed Research
LiveRail
MarketingSherpa
Metacafe Inc.
Michael A. Stelzner
MTV Networks
Nielsen Online
Office of Communications (Ofcom) - UK
Pew Internet & American Life Project
Razorfish
Synovate
The Nielsen Company
Veoh Networks, Inc.
|
Price: $695.00
|
Price: $695.00
|