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Direct Response Marketing

Online Videos Boost Brand Awareness, Study Suggests

11 Apr, 2012 By: Jackie Jones



BOSTON – Online video advertising spending continues to skyrocket, revealing an increasing need for brand investment in the platform, according to a new survey commissioned by Digitas and conducted by Harris Interactive.

Almost half – 46 percent – of online video viewers in the U.S. report that if they watch a video online that mentions a new product or brand, they would be likely to look up that brand afterward. Forty-nine percent of those who follow brands on social networks said that if a brand they follow posts a video online, they are also likely to click on that link to watch it and learn more, the study showed.

“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,” said Stephanie Sarofian, managing director of The Third Act, the brand content unit of Digitas. “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.”

More than three in five U.S. adults have browsed through online content while watching TV, and 27 percent have looked at online content that was related to the show that they were watching, according to the report.

“The survey also reinforced the importance – and benefit – of creating content that offers value to consumers. Half of those who watch videos that their friends posted online said that if they enjoy watching one, they usually share it with three of their friends or more,” Digitas said. “”Entertainment proved to be a particularly strong value-add, as close to three in five of those who have a favorite TV show said that if that program posted exclusive videos online, they would go online to check those videos out.”

Online video revenue is expected to reach $7 billion by 2015, according to data from Futuresource Consulting (Response This Week, Nov. 30, 2011). In fact, “brands have only recently started to harness the full potential of online video,” Mai Hoang, senior analyst at Futuresource Consulting, said at the time of the study.


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