digital advertising

Digitas Survey Shows Increasing Appetite for Online Video

Posted by Sheila Shayon on April 10, 2012 10:00 AM

New research by Harris Interactive for Digitas finds “an increased urgency for brand investment in online video.”

Spurred by cross-generational interest in digital video across screens, 63% of U.S. adults look at online content while watching television, rising to 71% for adults 18-44. And almost half (46%) of online video viewers are likely to seek out participating brands mentioned.

The general landscape for online video consumption according to data from comScore shows that 179 million US Internet users watched nearly 38 billion online videos in February. The vast majority, 83.8%, viewed online video, of average length 6.2 minutes. The average online ad was 0.4 minutes; video ads accounted for 16.6% of all videos viewed and 1.3% of all minutes spent viewing video online

Forty-nine percent of brand fans on social networks will watch a video mentioned in a post, and 53% said that if a favorite celebrity announced participation in an online video or web series, they would check it out.

While advertisers continue to spend millions at traditional TV upfronts, the Digitas survey underscores that online video is now de rigueur for consumer engagement. “Investing in online video is no longer optional. Consumers are hungry for online content and ready to take this journey with brands. And as the survey results show, today’s viewer is not just passively sitting and watching—they’re sharing, talking, clicking, testing,” says Stephanie Sarofian, Managing Director of The Third Act:, the brand content unit of Digitas.

Baby Boomers are close behind Millennials in online video habits:

  • 51% of online video viewers, ages 18-44, will watch a video online and follow-up a brand or product mention, while four in ten (39%) aged 55+ would do the same
  • 58% of brand fans on social media, ages 18-34, would check out a video posted by a brand, and 45% of those ages 35+ would do the same
  • 69% of online video viewers with a favorite TV show, ages 18-34, would be interested in watching exclusive online content from that show, and almost half (47%) ages 55+ are interested as well.
  • 44% of women 55+ are more likely to look up a brand after seeing it in a video online than men ages 55+ (34%).

“Brand content has become an integral part of any successful marketing strategy. Whether you’re thinking about mobile, social, b2b, or any facet of marketing, content is now at the heart of everything we do. There is immense opportunity, right now, for brands to engage consumers through content-marketing across all channels,” adds Sarofian.

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