It would appear that video marketing on the web is starting to come of age. A new study of 1,241 US Internet users aged 12 to 64 has found that of the two thirds of those people who have viewed online video advertising, 44% have taken some sort of action as a result of the ad.
Actions and percentages breakdown:
Visited the site: 31%
Visited the store to review the product: 14%
Requested more information: 14%
Forwarded video ad to others: 10%
Made a purchase: 8%
Signed up for a trial: 5%
Purchased a subscription: 2%
Other: 2%
No action: 56%
The study from the Online Publishers Association (pdf) also states that while viewers of video online advertising prefer short presentations, 39% said they would view ads of a 30 second plus duration. 22% prefer video advertising spots that are 10 seconds or less.
As well as off-site marketing, on-site video marketing is worthwhile seriously considering as part of your online business strategy. It’s not as expensive or as difficult as you may think!
Learn more:
Video and audio in web marketing - the time is right!
The OPA statistic mentioning “39% said they would view ads of a 30 second plus duration” is absolutely true. In fact if there is an incentive to watch the video ad, the percentage is even higher.
LeadsByVideo.com ( A free video ad sharing service) published stats show that not only do advertisers experience greater exposure, they experience 6-20% Click Thru rate and increase sales conversion rate.
Comment by Tom — October 29, 2007 @ 10:09 pm