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Visitor Engagement Leading Reason for Online Video

By mike, Nov 11 in blog with 0 comments

Increasing visitor engagement is the most popular reason marketers use online video on their sites, according to a new study from TubeMogul, Brightcove, and DynamicLogic.

8 in 10 Marketers Using Online Video Seek Higher Engagement

Close to 80% of marketers using online video on their sites do so to increase visitor engagement, or time spent. This is by far the most popular reason. Another 60% use online video to strengthen their brand, and almost 60% use online video to increase overall visitors (more than one answer was permissable).

No other reason garnered as much as a 40% response rate. Approximately 30% of respondents said they use online video on their sites to increase available ad inventory.

Online Video Viewers Increase Viewing Time Almost 10%

Marketer efforts to boost visitor engagement may be working. During Q1 2010, online video viewers watched an average of 5:55 minutes of video in each session, growing by an average of almost 9.5% per month during the past six months.

The number of videos watched per viewer in a given session averaged 2.82, growing at a pace of about 0.3% per month in the same time period.

Video Advertising Grows in Effectiveness

Video advertising, both display and pre-roll, leads to purchase intent for 1.4% of all viewers that saw an ad, a number that’s grown for three consecutive quarters and is more effective than other mediums. Rich media and simple flash advertising both lead to purchase intent for less than 1% of all viewers, with rich media improving during 2009 and rich media decreasing in effectiveness last year.

Video Advertising Boosts Awareness

In addition to leading to purchase intent at a higher percentage than rich media or simple flash advertising, video advertising is also substantially better at raising online ad awareness (3.2% compared to 2.4% and 1.8%, respectively).

Video advertising also leads the other two formats in helping brand favorability and brand awareness. Rich media performs slightly better at message association (1%, compared to 0.8% for both video and simple flash).

More than Half of YouTube Videos Viewed Less Than 500 Times

Although YouTube videos which become viral sensations receive lots of attention, in reality, a combined 56% of YouTube videos get less than 100 unique views (31.5%) or 100-500 unique views (24.5%). Another 10% get 500 to 1,000 unique views.

At the other end of the spectrum, only about 0.4% of unique YouTube videos are viewed more than 1 million times. About 2% are viewed 500,000 to 1 million times, and a little less than 2% get 100,000 to 500,000 unique views.

4 in 10 YouTube Videos Carry Ads

Other study data indicates that tracking YouTube’s top 100 daily most-viewed videos by content type for a 30-day time period, comparing results to six months ago, shows that although only about 42% of the most popular videos have ads, that number is growing by 0.83% per month and both pirated and user-generated content are down.

Breaking out ad content by type (not counting YouTube’s homepage), about 93.5% of ads are 300×250 display ads. Another 5.5% are pre-roll, and slightly less than 1% are overlay.