Interesting coverage out the SJ Mercury News today about web video developing into a viable alternative to cable tv. This is very much in line with my post early last month “Why I’ll leave cable t.v. behind . . . .”
News covered by TechCruch that MySpace has implemented a system that allows them to automatically identify any uploaded video clip from shows produced by MTV. The ad platform, called Auditude, displays an overlay at the bottom of the screen when a clip is played. This identifies which episode the clip originally came from, air-date and links to where users can buy the entire episode. Read coverage . . .
Friday media coverage round-up related to my recent post on Forrester Research report on How Online Video Engages Consumers:
- eMarketer: Online Video Viewer Demographics: Who watches the most online video?
- New York Times / GigaOM: Research: Engaged Viewers and Male Behavior
- WebProNews: Online Video Viewers More Engaged: More Than With TV
- TVWeek: Study: Online Viewers More Engaged
- Washington Post / paidContent.org: Studies Aim to Show How Well Online Ads Work and How?
- Veoh Networks Press Release: Study Reveals That Engaged Long-Form Online Video Viewers Are Highly Receptive to Advertising
As more and more interesting and relevant video content is available online, I gave pause to ponder why do I need to “program” my DVR and why should I wait for Netflix to show up in my mail box in order to have entertainment in my living room when I’m ready to turn off my brain and decompress? This line of thinking comes at a time when I’m also looking at the myriad of expenses I pay around the house (isn’t everyone)?
I understand why online video holds much appeal – infinite library, “free” (ad-supported models), portability, ease of discovery, sharing with others, always at the ready when I”m wanting to watch (regardless of time, schedules, etc.) While I’ve had to “learn” the benefits of this, others (such as my 17-year-old nephew) never watch TV and wonder why anyone would. Save the exception of some live sporting events, I’m seeing the wisdom in youth.
So why not make the transition to watching all my video on a PC now? Well as much as I love my 13″ MacBook, I’m on it 8-14 hours a day and can’t imagine wanting to spend more time on it. I don’t get wanting to watch video on it – short of perhaps long plane rides (but that’s usually when I clean out email, read a book or sleep). And I will never be one to watch much video, but for short clips and highlights of my beloved Canucks and Sharks (yes I’m a professional hockey polygamist), on my iPhone (or whatever replaces it).
So when will I chuck cable and my DVR box (and the $100 per month bill along with it)? Likely when I can get my hands on a SlingCatcher. I haven’t done a detailed review of its features, but James McQuivey got an early demo. If it works as advertised, I’ll be setting up my “man-cave” complete with SlingCatcher and flat screen TV before the end of the year. My 14-year-old Sony Trinitron and DVR have served me well but must move on.
Much has been written about YouTube and there is ample hype about where online video is going. I don’t get too excited about the latest dog on skateboard or Japanese student in dorm room dance sensation. Forrester Research (commissioned by Veoh Networks) recently took a systemic and fundamental look at online video and the impact it is having on consumer behavior and attitudes.
- What it means to be an engaged online video viewer
- Why engaged viewers watch online video
- How online video holds viewers attention
- Which types of online video are more likely to engage consumers
- Whether online video present advertisers with a unique medium with which to reach consumers
- How viewers feel toward online video advertising
- Which advertising experiences are more likely to be be accepted by viewers
- Nearly 2/3rds of those online in the U.S. watch video in a typical month (117M)
- The average online video viewer watches 56 minutes a week (>100m of total viewing hours each week)
- Moving beyond strictly a YouTube phenomenon – people are watching everything from animation to TV re-runs to news clips
- Though they are just 36% of online viewers, they watch 74% of all video
- A third of them – 36% – are between 13 and 24 years old
- They spend 2.5 hours with online video a week (on average), watching 6.1 different types of video content
- They pay close attention to what they are watching (vs. when watching TV)
- more likely to pay full attention to the videos they watch
- interact and rate the videos they watch more often
- 2x as likely to recall in-video ads
- agree more readily that advertising helps pays for their free experience
- try to replicate the TV experience by looking for things “they wish were on TV”
- Engaged Viewers want even more content
- They want it to be even easier to watch
- They enjoy the convenience of watching many kinds of video on the same site
- Think “Advertainment“, not Advertisement – be creative and don’t repeat the same ad over and over in the same piece of content
- Use all the ad units on a page in concert to activate viewers
- Use content (and sites) to target video ads