Online Video reaches large audiences in an engaging environment
Australian audiences may be best targeted by marketers through online video, where Google and Microsoft sites appear to dominate attention.
Online video marketing may be ideal for targeting Australian audiences
Thursday, September 16 2010 by Mark Richards
Firms targeting Australian audiences through internet marketing strategies may have a higher conversion rate if they focus their efforts on online video.
Some 81 per cent of Australia’s internet population viewed online video in July, with the average user watching more than seven hours over the month, according to the comScore Video Metrix. Google remains the most dominant force, but Microsoft sites also proved their popularity with consumers, the research shows.
Advertisements on YouTube and other Google-owned sites stood the best chance of being viewed by Australian audiences in July, with over 539 million seen across these websites during the month.
This is equivalent to 55 per cent of the total number of online videos watched by internet users in the country. More than 99 per cent of these were on YouTube.
Around 12.5 million online videos were viewed on Facebook, making up 1.3 per cent of the overall total for this audience.
ComScore vice-president for Australia and New Zealand Amy Weinberger explained that video has become an essential part of many Australians’ daily web experience.
“As advertisers look for ways to engage with consumers in an increasingly fragmented digital environment, online video offers the ability to reach large audiences in an engaging environment where ads tend to perform well,” she added.
Microsoft sites took second place on the list of total videos viewed with three per cent of the market share, which underlines Google’s dominance of this market, as well as search.
However, the emerging picture for advertisers and internet marketing consultants could well be that Microsoft is managing to establish itself in a respectable second place behind Google when it comes to audience preferences.
This trend has emerged elsewhere too. The latest eMarketer Global Media Intelligence Report indicates that Microsoft Bing has overtaken Yahoo as the number two search engine in the US last month.
Online marketing spending continues to increase globally, rising across a number of regions, so to overlook this emerging trend could potentially discredit the value of advertising through Microsoft sites.
Living Streams “Improving clients’ profitability through better use of the internet”.
Source – http://www.comscore.com/Press_Events/Press_Releases/2010/9/4_Out_of_5_Internet_Users_in_Australia_Viewed_Online_Video_in_July
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