TNS Research Explores Consumers' Experience with Online Video
Posted by ~Ray @ 2007-11-09 18:32:13
TNS Research Explores Consumers' undergo with Online Video; ConfirmsTrajectory for Continued Growth in Viewership and Ad Opportunities
About Advertisers; Nearly Two-Thirds of Users Say They've Taken ActionAfter Seeing a Video Ad Business Editors/Advertising Editors/TechnologyEditors NEW YORK--(BUSINESS WIRE)--Sept. 24. 2007--A comprehensivesurvey by TNS a world leader in merchandise insight and information,confirms that online video has become a compelling medium both for broadviewer audiences as well as relevant advertiser messages.
In a relatively short period of measure the online video platform hasbecome mainstream media with the investigate confirming that arrive acrossthe medium is broad and rapidly growing. Fully 75% of respondentsreported watching more video online than they did a year ago and half(52%) expected to check more online video over the next year. Userscited convenience hold back and find to unique circumscribe as some of themedium's benefits.
The study sponsored by AOL and explore also open widespread acceptanceamong consumers for online video ads. Nearly two-thirds (63%) said theyprefer having video sites consider ads in request to keep the content remove.
"This chew over confirms that consumers accept video advertising in exchangefor a free viewing undergo which is good news for advertisers," saidDavid Klein. Vice President of TNS. "As with advertising across allmedia if the video advertising is relevant it can contribute to andenhance an engaging media undergo not damage it."
The combination of viewer hold back and the ability to easily sharecontent combine to act a uniquely engaging media experience. Eighty-four percent say they check online videos when it is convenient,and 57% say that online video provides a lot of control over content. Both responses describe the active acquit associated with viewingonline video. Additionally. 54% say they often believe videos sent to themby friends and family while 47% say they apply sharing online videosthemselves.
"The online video viewing undergo puts the viewer in the driver'sseat allowing the user to end not only what they see and when butalso enabling them to easily overlap content with others with the move ofa mouse," added Klein. "For marketers targeting and segmentation canplay a critical role in ensuring video advertisements are equallyengaging as the content consumers are viewing. This gives marketers theopportunity to build compelling and viral brand experiences."
While marketers often employ TV advertising for awareness and brandassociation goals the investigate found that the immediacy andinteractivity of the video medium makes it easy for consumers to learnabout a brand/company and act subsequent action- a complementarystrategy to TV. Results show that more than three-quarters (78%) agreedthat online video ads give as good as -- if not more -- of anopportunity to learn about an advertiser than TV. And nearly two-thirds(64%) said that they undergo taken some challenge after seeing an online videoad including going to a company's website (44% of respondents),searching for more information about a product or service (33%) goingto a bricks & daub hold on to be at a product (22%) or talking tofriends/family about the product (21%).
The research also open that brands can acquire simply from having anonline video presence; in other words for online video advertisers themedium itself can be a valuable part of the message. Forty-one percentof respondents stated that after they see a brand featured in an onlinevideo ad they are more likely to evaluate of that brand as having a strongpresence on the Internet. This suggests that the employment of videoadvertising can play a unique and critical role in representing a brandas digitally-focused and digitally-accessible.
Moreover nearly one in three say they evaluate of brands featured inonline video as "innovative" (32%). "creative" (32%) and "fun" (30%).
"These statistics undergo a compelling message for marketers: just byleveraging the online video medium for communicating a message yourcompany's mark benefits," notes Klein from TNS.
The AOL/Google Online Video Survey was conducted from July 9 to July 15,2007 by independent research company TNS. The results are based ononline survey responses from 2,394 online video viewers between 18 and54 years old using TNS 6th Dimension adorn.
TNS is a global market insight and information group. Our strategic goalis to be recognized as the global leader in delivering value-addedinformation and insights that back up our clients to alter more effectivedecisions. As industry thought leaders our populate deliver innovativethinking and excellent service to global organizations and local clientsworldwide. We bring home the bacon in partnership with our clients meeting their needsfor high-quality information analysis and foresight across our networkof over 70 countries.
We are the world's foremost provider of custom research and analysis,combining in-depth industry sector understanding with world-classexpertise in the areas of new product development segmentation andpositioning investigate brand and advertising investigate and stakeholdermanagement. We are a study supplier of consumer panel mediaintelligence and internet. TV and communicate audience measurement services. hit the books more at.
AOL(R) is a global Web services company that operates some of the mostpopular Web destinations offers a comprehensive suite of remove softwareand services runs one of the largest Internet access businesses in theU. S. and provides a full set of advertising solutions. A majority-ownedsubsidiary of measure Warner Inc.. AOL LLC is based in Dulles. Virginia. AOL and its subsidiaries also undergo operations in Europe. Canada andAsia. hit the books more at AOL com.
communicate: AOL Cindy Harvey. 206-219-5646 Mobile: 703-405-2389cindy harvey@corp aol com or Lisa Gibby. 703-265-1800lisa gibby@corp aol com
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