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Consumers More Likely To Act on Video Ads Viewed on Media Sites, According to Online Publishers Association Study

June 19, 2007 | By Research Team—DCN

Research Highlights the Increasingly Valuable Role of Video Content and Advertising; Finds Online Video Viewing Makes Huge Gains in Last Year

NEW YORK, NY — June 19, 2007 — The importance of site environment in determining video advertising success is a highlight of the Online Publisher’s Association (OPA) “Eyes on the Internet” tour. OPA’s new study, Frames of Reference, which is being released during the tour, found that consumers on media sites are far more likely than those on portals or user-generated content sites to act on video ads.

The study also looked at online video usage and found that the frequency with which consumers are watching videos has made huge gains since last year. And while jokes/funny videos are often perceived as the most popular video content, the study actually found that news/current events videos are viewed most often on a daily basis. The research, which was conducted in partnership with OTX, included surveying and concept testing 1,422 online video users.

The OPA’s annual Eyes on the Internet Tour will visit Boston on June 21, New York on June 22, Los Angeles on June 27 and San Francisco on June 28. For more information or to register for the free event, visit www.online-publishers.org/eyes2007.

Media Sites Drive Video Ad Response

The study shows the value of video ads on quality content sites, finding that consumers are more likely to act on ads they see on media sites, versus portals or user-generated content (UGC) sites.

Over one-third of consumers on magazine (38%), newspaper (37%), and online-only news (35%) sites say they have searched for more information after watching a video ad, while about one-quarter did so after watching an ad on a portal (27%) or UGC (24%) site. About one-quarter of consumers on magazine (29%) and online-only news (26%) sites went into a store to check out a product after viewing a video ad, while only 17% on portal sites and 14% on UGC sites did so. About one-in-five consumers on local broadcast TV (21%), national broadcast TV (19%) and cable TV (19%) sites requested more information after viewing a video ad, while only 16% on portal and 14% on UGC sites did so.

Overall, 80% of all video viewers have watched a video ad online, and 52% have taken some sort of action, whether it’s checking out a website (31%), searching for more info (22%), going into a store (15%), or making a purchase (16%).

The importance of environment was reinforced by concept testing video ads. The study found that if a consumer has a positive attitude toward an advertised brand, and likes the video content that the ad appeared within, brand consideration jumps 61%. If the consumer’s initial attitude toward the brand is neutral or even negative, brand consideration still rises 21% if they like the adjacent video content.

Video Watching Frequency Jumps

The study found that the online video viewers are watching videos far more often than they did a year ago. When OPA released From Early Adoption to Common Practice: A Primer on Online Video Viewing in March of 2006, 5% of online video viewers watched once a day and 24% watched at least once a month. Frames of Reference shows that weekly viewership has jumped more than 80% since last year — with 44% watching weekly — while those watching daily climbed to 8%.

The study also looked at the most popular video content and, while humorous videos may appear to be omnipresent, Frames of Reference found that the leading video content category is news/current events (14% watch daily). Weather ranks second (11% watch daily), followed by jokes/funny clips (9% watch daily).

To download the report, please click here.

About the Online Publishers Association

Founded in June 2001, the Online Publishers Association is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 128.2 million visitors, or 74% percent of the total U.S. Internet audience (Source: comScore Media Metrix, July 2006 combined home/work/university data). For more information, go to www.online-publishers.org.

About OTX

OTX (Online Testing eXchange) is a global consumer research and consulting firm that has established itself as a leading provider of online-based research. The company specializes in providing innovative, cutting-edge online technology, products and analysis to the marketing, entertainment and advertising communities. OTX has developed the most innovative products available for online research today — products that work to uncover deeper and more profound consumer insight. Today, OTX is one of the fastest growing research companies in the United States with offices in Los Angeles, New York, Cincinnati, Miami, Chicago and London, with strategic partners in Australia and China.

Don Marshall
Rational PR
(202) 429-4932