NEW YORK, September 24, 2007 -
A comprehensive survey by TNS, a world leader in market insight and
information, confirms that online video has become a compelling medium
both for broad viewer audiences as well as relevant advertiser messages.
In a relatively short period of time, the online video platform has
become mainstream media, with the research confirming that reach across
the medium is broad and rapidly growing. Fully 75% of respondents
reported watching more video online than they did a year ago, and half
(52%) expected to watch more online video over the next year. Users
cited convenience, control, and access to unique content as some of the
medium's benefits.
The study, sponsored by AOL and Google, also found widespread acceptance
among consumers for online video ads. Nearly two-thirds (63%) said they
prefer having video sites include ads in order to keep the content free.
“This study confirms that consumers accept
video advertising in exchange for a free viewing experience, which is
good news for advertisers,” said David Klein,
Vice President of TNS. “As with advertising
across all media, if the video advertising is relevant, it can
contribute to and enhance an engaging media experience, not impair it.”
The combination of viewer control and the ability to easily share
content combine to create a uniquely engaging media experience.
Eighty-four percent say they watch online videos when it is convenient,
and 57% say that online video provides a lot of control over content.
Both responses describe the active posture associated with viewing
online video. Additionally, 54% say they often view videos sent to them
by friends and family, while 47% say they enjoy sharing online videos
themselves.
“The online video viewing experience puts the
viewer in the driver's seat, allowing the user
to decide not only what they see and when, but also enabling them to
easily share content with others with the click of a mouse,”
added Klein. “For marketers, targeting and
segmentation can play a critical role in ensuring video advertisements
are equally engaging as the content consumers are viewing. This gives
marketers the opportunity to build compelling and viral brand
experiences.”
While marketers often employ TV advertising for awareness and brand
association goals, the research found that the immediacy and
interactivity of the video medium makes it easy for consumers to learn
about a brand/company and take subsequent action–
a complementary strategy to TV. Results show that more than
three-quarters (78%) agreed that online video ads provide as good as --
if not more -- of an opportunity to learn about an advertiser than TV.
And nearly two-thirds (64%) said that they have taken some action after
seeing an online video ad, including going to a company's website (44%
of respondents), searching for more information about a product or
service (33%), going to a bricks & mortar store to look at a product
(22%), or talking to friends/family about the product (21%).
The research also found that brands can benefit simply from having an
online video presence; in other words, for online video advertisers,
the medium itself can be a valuable part of the message. Forty-one
percent of respondents stated that after they see a brand featured in an
online video ad, they are more likely to think of that brand as having a
strong presence on the Internet. This suggests that the employment of
video advertising can play a unique and critical role in representing a
brand as digitally-focused and digitally-accessible.
Moreover, nearly one in three say they think of brands featured in
online video as "innovative" (32%), "creative" (32%), and "fun" (30%).
"These statistics have a compelling message for marketers: just by
leveraging the online video medium for communicating a message, your
company's brand benefits," notes Klein from TNS.
Methodology
The AOL/Google Online Video Survey was conducted from July 9 to July 15,
2007 by independent research company TNS. The results are based on
online survey responses from 2,394 online video viewers between 18 and
54 years old, using TNS 6th Dimension Panel.
About TNS
TNS is a global market insight and information group. Our strategic goal
is to be recognized as the global leader in delivering value-added
information and insights that help our clients to make more effective
decisions. As industry thought leaders, our people deliver innovative
thinking and excellent service to global organizations and local clients
worldwide. We work in partnership with our clients, meeting their needs
for high-quality information, analysis and foresight across our network
of over 70 countries.
We are the world's foremost provider of custom research and analysis,
combining in-depth industry sector understanding with world-class
expertise in the areas of new product development, segmentation and
positioning research, brand and advertising research and stakeholder
management. We are a major supplier of consumer panel, media
intelligence and internet, TV and radio audience measurement services.
Learn more at www.tns-us.com .
About AOL
AOL® is a global Web services company that
operates some of the most popular Web destinations, offers a
comprehensive suite of free software and services, runs one of the
largest Internet access businesses in the U.S., and provides a full set
of advertising solutions. A majority-owned subsidiary of Time Warner
Inc., AOL LLC is based in Dulles, Virginia. AOL and its subsidiaries
also have operations in Europe, Canada and Asia. Learn more at AOL.com.
Contacts
AOLCindy Harvey, 206-219-5646Mobile: 703-405-2389cindy.harvey@corp.aol.comorLisa
Gibby, 703-265-1800lisa.gibby@corp.aol.com
