Web Video Watchers Prefer Shorter Ads, Survey Says
September 8th, 2007 Posted in NewsIf there is one thing that makes video streaming pleasurable, it is shorter ads. Video streaming viewers says so.
This was revealed in a recent survey conducted by Advertising.com, a leading research company for advertisers worldwide. The survey showed 63 percent of respondents preferring shorter ads to lengthy posts. This, from 94 percent of internet users saying they prefer ads than subscription fees, which seem to proliferate in websites today. While 13 percent of consumers say ads should be made exclusively for the Internet medium, a significant 22 percent said that commercials could have been better if ads would have been more relevant for the web watching public.
Findings also seem to challenge stereotypes such as web users most from the teenage or young adult age bracket. Survey results debunk this notion as Internet users shows to be an aggregate of web consumers in their thirties and up. This group comprise of people whop willingly allow in-stream short ads.
The survey randomly gathered 500 Internet users to find out their video consumption patterns. Results indicate a dominantly thirtyish and up age group actively using the medium for online video streaming. Among the 62 percent of respondents who acknowledged their internet use for video streaming, internet consumers between the age ranges of 18 to 34 view web streaming content not much like the 69 percent of the 35-plus crowd. This, in contrast with only 31 percent of teens and people in their twenties watching online streaming content. In addition, the survey shows about 95 percent of respondents who view online video streaming at home rather than at work, with only 4 percent, and school, with only one percent of respondents saying so.
Of all web content types, it was news that figured to be the most popular with 62 percent of respondents seeking such content. Movie trailers seem to catch with news content with 38 percent of respondents revealing such use followed by music videos with only 36 percent of respondents revealing their music video preference.
Survey results continue to challenge common assumptions about music video. For a long time, advertisers focused on music videos as a medium for marketing. Lately, however, this marketing strategy seem to receive calls for revision, especially with Advertising.com’s research disclosing only 36 percent streaming music videos into their own homes. A fall in this trend is observable, as just a year ago, 47 percent revealed that they stream music videos online.
Television shows, amateur videos, and movies also find its place of preference in the survey results. Thirty-three percent of internet users say they watch television shows in the internet, compared to the 29 percent of respondents watching amateur videos and 28 percent streaming movie content online. Another 21 percent say they watch sports clips more than any other web content.
The use of YouTube and MySpaceTV also shows to be growing in popularity but in the rate showed in media. An unremarkable 10 percent growth explains this, compared to the other years 21 percent leap.
This year’s survey from Advertising.com only shows that changes in internet marketing has to tale place and take the shape of internet users’ preferences and tastes.
