The YouTube phenomenon is an oft-cited example of the explosion of video on the web. Now, an increasing number of studies reveal the effectiveness of video for creating “stickiness” on websites, for keeping eyeballs on your site longer and prompting them to return more frequently.
The data about the effectiveness of video, when combined with the demographics about broadband penetration (over 90% among “active” Internet users according to a February 2009 report from Neilson Online) makes a powerful case for marketers to integrate video into their web content toolkit.
Why are online videos effective marketing tools? They allow your prospects to see and hear firsthand what makes your organization unique, rather than having to sift through pages of text. Videos offer a personal touch and guarantee that your message is being communicated completely and accurately. There is no better way to share customer testimonials.
Here are some interesting statistics:
• Most users consume video. 80% of Internet users watch video, moving to 88% by 2012. (Ad Age Web Video Report)
• People are spending more time watching videos online. According to a survey by comScore, 73% of U.S. Internet users watched an average of nearly three and a half hours of online video during the month of February 2008, with Americans viewing more than 10 billion videos online. According to the Nielsen Online VideoCensus, the time per viewer spent looking at videos online jumped 49% in May 2009 compared to May 2008.
• Videos drive people to action. Of the people viewing marketing-oriented videos, over half will take some action after viewing a video...including 12% who will buy the product being offered. Typically only .5% to 2% of visitors to a "text only" web site will purchase a product. (Online Publishers Association and Adweek)
• People spend more time watching videos than reading text online. 65% of online surfers will view video advertisements to their completion. Less than 20% read "text only" sites to completion. (Online Publishers Association and Adweek)
• All demographics are watching videos.
Who Watches Online Video
Men 63%; Women 51%
Ages 18-29 76%
Ages 30-49 57%
Ages 50-64 46%
Age 65+ 39%
• People share links to videos. 68% of people who watch online videos pass links for these videos onto their friends. (Online Publishers Association and Adweek)
• Video is highest performing advertising unit online. Pre-roll video outperforms all traditional display units on brand lift, brand recall and lift in purchase intent. (Ad Age Web Video Report)
Now, with the cost of video production declining significantly and with the option to host your videos on other websites, web videos are viable for more organizations. DCP is expanding our video web services. Contact us if you’re interested in finding out about our video offerings.