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 . . . .”
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
I previously posted about a Veoh Networks event where Forrester unveiled research on How Online Video Engages Consumers. At that same event, Michael Eisner “headlined” in an interview. Yes, the Michael Eisner, former head of Disney, and current head of The Tornante Company which owns digital studio Vuguru – producer of web originals Prom Queen and Foreign Body.
- Hulu may not represent the future of online video. (Agreed but they have staked a rapid and growing claim around studio-produced TV content online. Their ownership structure sure helps. But more than than they have an attractive and very usable site).
- MySpace is blowing a golden opportunity to dominate the space. (I wonder if they know that? Wonder how Facebook feels about the issue?”
- Pre-roll ads are not the answer. (Hallelujah! But reality is that short (up to 15 seconds) pre-rolls are part of the answer – longer than that is annoying.)
- And the Internet may eventually produce a hit series that reaches bigger audiences than TV ever has. (Provocative upon initial read but basic logic would lead one to that conclusion. If the Internet produces an audience that is larger than TV ever was and can spend marking $’s promoting a quality title in the manner that TV has, then it will happen).
- MediaWeek: Vuguru’s Eisner Takes Shots at Hulu, MySpace at Veoh Forum
- MediaPost: Eisner: Video Will Continue to Evolve Online
- TVWeek: Michael Eisner: Web Video to Surpass TV
- Wired Blog: Michael Eisner Calls Hulu A Nice “Middle Game”
- Washington Post / paidContent.org: Eisner on Online Video and What “Works”: Sex and Sarah Palin
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
Tomorrow in NYC, Veoh Networks will host the first in their Insight Series, “Watching the Web: Engaging Consumers in Online Video.” In addition to discussions with Michael Eisner (Founder, The Tornante Company) and Dimitry Shapiro (Founder, Veoh Networks), there will be an expert panel with Albert Cheng (EVP Digital Media, Disney-ABC Television), Patrick Keane (EVP/CMO, CBS Interactive), Greg Clayman (EVP, MTV Networks), Amanda Richman (SVP, MediaVest) and Tom Morgan, (Chief Strategy Officer, Move Networks).