A new study from Taylor Nelson Sofres has found that three quarters of US online video viewers watch more video than they did a year ago, whilst more than one half expect to watch even more next year.
Almost two-thirds of respondents say that they preferred keeping ads on video web sites if it meant that content remained free.
David Klein, vice president of TNS, said: “This study confirms that consumers accept video advertising in exchange for a free viewing experience, which is good news for advertisers.
“As with advertising across all media, if the video advertising is relevant it can contribute to and enhance an engaging media experience, not impair it.”
| Actions Taken By Online Video Viewers In Response To TV And/Or Online Video Ads, July 2007 (% Of Respondents) |
| |
Online Video |
Television |
| |
Past Month |
Ever, Not Past Month |
Past Month |
Ever, Not Past Month |
| Visited a company website |
26% |
18% |
26% |
27% |
| Gone to a store to check out a product |
9% |
13% |
18% |
25% |
| Searched for information about a product |
17% |
16% |
17% |
26% |
| Talked to friends/family about a product |
10% |
11% |
16% |
21% |
| Made a purchase |
7% |
10% |
12% |
26% |
| Requested more information about a product |
8% |
10% |
6% |
10% |
| Forwarded web link to site to friend/family member |
8% |
10% |
3% |
4% |
| Called a toll-free number |
2% |
3% |
3% |
9% |
| Signed up for a trial |
4% |
7% |
3% |
5% |
| Ordered a subscription |
2% |
3% |
1% |
4% |
| Note: n=2,096 respondents ages 16-54 who say they have seen an online video ad |
| Source: TNS, ‘Online Video Awareness & usage Study: Topline Report’ commissioned by AOL and Google |
The study, sponsored by AOL and Google, saw more than three-quarters of respondents say that online video ads were as good as television for learning about advertisers.
More than six in 10 respondents said they had taken some action after seeing an online video ad.
Nearly 75% of US internet users watched an average of three hours of online video during July, according to a recent survey from comScore (see Three In Four US Internet Users Watch Online Video in July).
In total, nearly 134 million Americans viewed online video in July, or approximately three in four US internet users, said comScore.
Meanwhile, research from Point Topic found that the market for consumer broadband value-added services (BVAS) grew by 81% during 2006 (see Consumer BVAS revenues up 81% in 2006).
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