Online Video Viewers Pay More Attention to Ads Than TV Viewers Do
According to a recent report released by YuMe, a video advertising technology company, marketers who are not in on the online video boom are missing out on a “tremendous opportunity.” Not only has online video viewership surged in the last 12 months, but online video viewers pay more attention to advertisements than traditional TV viewers do.
According to the white paper titled, “Online Video and Television Viewing Attitudes and Behaviors,” the realm of online video took fewer than two years to reach 50 million users. To put things into perspective, it took 38 years for radio, 13 years for TV, 10 years for cable and fewer than five years for the Internet to reach the same audience size.
One of the key findings is that 66 percent of respondents said they watch more online video now than they did 12 months ago, while just 5 percent said their online video usage has declined in the past year.
Meanwhile, 19 percent of respondents said they increased their TV viewing compared to 12 months ago, while 29 percent said their TV viewing has declined.
Forty-eight percent of respondents said they anticipate their usage of online video to increase in the next 12 months, compared to just 15 percent who said the same for their TV viewing.
One of the major reasons for this increase in online video adoption is likely the perception that the medium has improved in quality in the last 12 months, as 48 percent of respondents indicated so. In addition, 42 percent said online video is the future of video viewing.
The mean time spent watching online video is seven hours per week, according to viewers on YuMe’s network. Meanwhile, 49 percent of respondents said they watched online video daily.
“Marketers who are not currently utilizing online video as an extension of their TV advertising are missing out on a tremendous opportunity,” YuMe notes in its white paper. “Heavy online video viewers watch half of their video content online and are beginning to watch long-form content online. Moreover, 70% have increased their online video viewing in the past 12 months while 35% have reduced their television viewing in that same time period. The most difficult consumers to reach effectively through TV are proving to be the easiest to reach through online video on YuMe’s network.”
Maybe the most convincing argument for marketers to give online video more attention is the finding that consumers concentrate more on online video than TV. While an equal 53 percent said they pay attention to the ads when they interest them online and on TV, there are big discrepancies when it comes to how much viewers are distracted by other activities.
For instance, 54 percent of TV viewers said they talk to other people while watching ads, compared to just 28 percent of online video viewers. Meanwhile, 58 percent of TV viewers aid they do things around the house while watching ads, compared to just 26 percent of online video viewers. Also, while 26 percent of TV viewers aid they read a magazine, newspaper or book while watching ads, only 10 percent of online video viewers said they do the same.
“Online video is an unquestionably compelling advertising medium,” YuMe concludes. “The online video medium has become a critical complement to television advertising by bolstering overall campaign performance. YuMe consumers attention levels are higher while viewing online video than TV, making them more receptive to advertising. Additionally, the most difficult consumers to reach effectively through TV are proving to be the easiest to reach through online video on the YuMe network. As a result marketers must continue to augment their TV ad campaigns with greater spending in online video in order to successfully reach their target market whenever and wherever they consume video content.”
Source:
http://www.yume.com/sites/default/files/YuMe_Online_Video_Attitudes_Whitepaper.pdf
