Monday, January 21, 2008
Online Video Rising in Popularity Despite Ads
The December survey indicates that nearly 60 percent of netizens watch video on a weekly basis, but gender plays a role in viewing habits, with more than two-thirds of males watching while less than half of females checking out a stream.
This is good news for advertisers since young males are THE demographic to have. Not-so-good-news is that half of the audience tunes out once an ad appears in the video. Ah the TiVo generation - so impatient!
Netizens have been spoiled to get to watch clips aplenty sans ads, but that must change. Someone has to pay for this content, and I doubt that most folks would be willing to actually pay for the news and entertainment clips that they are consuming. Consumers will adapt to this reality as they will have no choice but to tolerate some advertising within quality programming. This year will be the shakeout years as the ad models are refined and users adjust.
The pressure is greater than ever on advertisers to make their content as entertaining as possible. The luxury of a captive audience is no longer, a victim of the fast-forward button. Surprisingly the 18-24 year olds were the most willing to watch an ad, and more than one-third said they pay more attention to video than static ads.
Posted By John Gartner at 10:29 AM
Permanent Link: Online Video Rising in Popularity Despite Ads
| Comments (1)
Subscribe to The MarketingShift Feed