TV Viewers Aren’t M-I-A. They’re W-E-B!
A new study from a video monetization firm further supports my assertion about the short-term superiority of online to television advertising. After analyzing 11.3 billion online video views and 6 billion ad views, FreeWheel concluded, among other things, that:
- Consumers appear willing to sit through more commercials when those sponsor messages are surrounded by long-form programming. When users
view full episodic content (i.e., a 22-minute sitcom or standard scripted drama), 94 percent will watch a standard ad break. - Despite that, long-form content contains an average of three video ads (pre-roll, mid-roll, or post-roll), creating a spot load of :90, despite the load for the same long-form programming on television being approximately 8 minutes!
- The news for shorter videos online is not as good. While 81 percent of ads placed in online sitcoms and dramas are watched, viewers of shorter clips (news, sports highlights, music videos, etc.) will sit through just 59 percent of the ads.
What are the implications for marketers?
- Until such time that ad-skipping technology becomes readily available online, there is little reason NOT to move some or all of your advertising to the zap-free medium of the web, where the viewer is captive and the ads are viewed.
- The typical online load of :90 per half hour or hour is far less than the 8 minutes most common on television. Since viewers seem tolerant and have no ability to zap, increasing ad loads incrementally over time on long-form online video programming is a no-brainer. Not popular, perhaps, but necessary.
- If you are attempting to distribute short video clips on the web and support this effort via pre-roll, the news is not as good in terms of the likelihood of your ads being viewed. Like everything else, there is a quid pro quo. A viewer who missed one episode of “Mad Men” and needs to catch up is far more tolerant that the viewer who stumbled on your short vignette on new arthritis treatment options!
HealthCentral has a wide variety of video distribution options for health marketers that transcend traditional pre-roll, such as creating a Video Condition Center for your video content, surrounding it with related contextual content of the highest quality, and GUARANTEEING a fixed number of weekly video streams from qualified, condition-interested viewers seeking such information. We can also help you convert your videos to dynamic advertising units that go where the audience is. The results of our clients—and this latest FreeWheel report—provide evidence that video business as usual no longer exists, and we are here to help!
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