The numbers tell the story: Online video is exploding
The trends are clear. In 2007, the online video viewers were a full 74% of total Internet users. By 2012, they’ll be up to 88% — of a total universe approaching 216 million. See for yourself:
Note: Online video viewer defined as an individual who downloads or streams video (content or advertising) at least once a month Source: eMarketer, February 2009.
Some more numbers to think about. In 2009:
77% of the total US Internet population has viewed online video.
14.8 billion online videos have already been viewed.
52.4 billion minutes of online video have been consumed — up 82% from January 2008
147 million domestic users have watched an average of 96 videos each.
The average viewer has consumed 101 minutes of online video.
Source: comScore Video Metrix, January 2009
And that’s not all
If these numbers hold, of the people who watch your video ads online:
47% will visit your company’s website
19% will visit your physical store
17% will purchase your product
Source: The Kelsey Group and ConStat, “User View Study” as cited by Marketing Charts, June 2008
Reach your prospects
the way they want to be reached
The people who watch digital video on a regular basis are like no other audience in your spend:
They’re engaged. These people are not passive. They’re not couch potatoes. They come to a website looking for video. If your message comes before that video, they’ll see it.
They’re advertising-friendly. Video-seekers tend to regard advertising as a small price to pay for free video. They like watching pre-roll, especially if you can entertain them.
They respond to ads. These people notice the ads they’re exposed to, and they’re willing to click through to more information, even if it means delaying their video-watching.
In other words, you’re reaching the right demographic, on the right website, in the right way. What could be better?
Source: Forrester Consulting, Watching The Web: How Online Video Engages Audiences, A commissioned study conducted by ForresterConsulting on behalf of Veoh Networks, October 2008, pp 27-29
