Online Video Driving User Engagement

Engagement leads to ad recall

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Nearly three-quarters (70%) of Internet users view online video during the day and night with similar spikes occurring both at home and at work.

This is according to a new study by Yahoo, Interpret, Havas Digital, Warner Bros. Media Research and PHD that looked at how people interact with online video, and how marketers can use this information to drive engagement.

Jason Kramer, Interpret
Jason Kramer

“Unlike television consumption, which mostly happens during the primetime hours of 8 p.m. – 11 p.m., people across all demographics are watching online videos consistently throughout the day and night, with the exception of dinnertime,” said Jason Kramer, Chief Strategy Officer at Interpret LLC.

“This fundamental shift in consumer behavior opens up opportunities for publishers, advertisers, agencies and marketers. For example, rather than advertisers only vying for spots on hot television shows that appear during primetime, they can leverage online video to reach target audiences more often than just once per week.”

The study showed spikes in online video viewing among men, women, students and full-time employees during the hours of 12 p.m.-3 p.m., and then again between 9 p.m.-1 a.m. The lowest was around dinnertime from 6 p.m.-9 p.m. Regardless of time of day, one third of people who watch a video share it with friends, family members and co-workers.

Radha Subramanyam, Yahoo
Radha Subramanyam

“Online video has experienced dramatic growth among consumers, but publishers still have questions about what works, and advertisers have been slow to move dollars online because there are no established metrics,” said Radha Subramanyam, head of corporate and media research for Yahoo!.

“We plan to use this new engagement model to help publishers, including Yahoo!, better identify which videos should be shown online, as well as how they can be effectively measured and monetized. It’s our hope that marketers will find this information helpful as they consider launching advertising campaigns in video-rich environments .

The model is based on the following variables:

Completion of the Video – Completion is a strong indicator of engagement because online videos are generally a self-selected experience where the viewer has to first decide to start watching a video and then decide to leave that page once they are done.

Attention to Content – This variable refers to the amount of attention someone gives to a video experience, compared to the amount of attention they give to the other people or tasks in their environment at that moment. Attention paid is a strong indicator of passion and the potential opportunity to make an ad impression.

Actions Taken – This variable refers to the actions viewers might have taken before, during, or after watching the streaming video (e.g. posting a comment, rating the video, sharing the video).

According to the study:

  • 27 percent of respondents who remembered seeing an ad searched for more information about the product featured after watching high engagement videos, versus only 13 percent for low engagement videos.
  • 28 percent visited an advertised brand or product’s website after viewing a high engagement video versus only 10 percent for low engagement videos.
  • High engagement videos account for nearly half (47 percent) of ad recall.
Online Video Driving User Engagement
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