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Viewing report
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Marketing to the Online Video Audience
eMarketer, Oct 2009, Pages: 31
Of 16 advertising tactics and media, online video ads ranked near the bottom for trust in an April 2009 Nielsen Online survey, among both the total respondent group and even teens, who are presumably more accustomed to online marketing.
To surmount this hurdle, marketers must develop a mix of ad formats that suits the increasingly varied content consumed by the audience. For example, most video streams watched are 5 minutes or less. At the same time, more and more short content is professionally created, making it safe for brand marketers. Therefore, a less intrusive mix of preroll and other ad delivery formats, such as overlays, could help reduce audience resistance.
In addition, content providers are making more full TV shows and movies available online, slowly shifting audience viewing time away from television to the computer screen. That trend creates support for more-extensive video ads, such as longer preroll or midroll placements with creative that rivals TV commercials for influencing the audience.
This eMarketer report will give marketers, content producers and distributors the information they need to stay current with the fast-changing world of online video.
Key questions:
- Why do many people distrust online video advertising, and how can advertisers overcome that?
- What ad methods are needed with short video content?
- Is the online video audience as large as it appears?
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