Online Advertising Influence Grows8 Oct, 2008 By: Kyra Kudick
A new study shows that engaged viewers (those who watch online video at least one hour per week) are more likely to be influenced by the advertisements accompanying long-form video.
The study, conducted by Forrester Consulting on behalf of Veoh Networks, polled more than 1,000 engaged viewers of online video. Of these viewers, those who watched long-form content were found to be more likely to watch videos all the way through, to agree that advertising is fair and helps pay for the free experience, and to be twice as likely to recall in-video ads and post-rolls than non-engaged viewers.
“As online video viewing continues to grow as a primary source of entertainment, it will create many new opportunities for content providers and advertisers alike to reach engaged, influential audiences,” said Steve Mitgang, CEO of Veoh Networks.
The study found that engaged viewers represent nearly 40% of all online video viewers, and 61% of engaged viewers said they expect to spend more time watching online video in the next year.