Online Video should be considered in e-marketing
Online video should be considered by website emarketing initiatives as it can capture an audience in whichever time zone they decide to target, according to new research.
Advertisers ‘should target clients with online video integration’
Thursday, February 10 2011 by John Burns
While TV advertising gives a great opportunity for marketers to connect to a mass audience, viewing patterns may get in the way of such initiatives.
So it stands to reason that advertisers ought to use website emarketing initiatives to reach their intended audience. eMarketer noted that businesses are “inconvenienced as a growing number of viewers are shifting their viewing patterns to other devices, chiefly the internet”, given the increased flexibility and convenience offered.
The organisation believes that 68.2 per cent of all internet users and 50.5 per cent of the US population as a whole will watch online video this year, presenting a perfect option for a website promotion campaign.
Referencing a recent Harris Poll and 24/7 Wall St. study, the website noted how young adults are increasingly using online platforms for TV programme viewing as it is able to fit around more busy lifestyles; nearly half of the 18 to 34 demographic watches television shows on their computer.
Commenting on further findings from YuMe and Frank N. Magid Associates in its Online Video and Television Viewing Attitudes and Behaviors report, eMarketer added: “The answer is, in a word: Convenience. Overall, respondents favoured the flexibility and timeshifting capabilities of online video, which allowed them to keep up to date with shows by watching whenever they wanted.”
As a result, advertisers with timeshifting viewers should seriously consider online video ad placement as part of managed emarketing. This is because the aforementioned report detected that respondents were 15 percentage points more likely to skip more than half of adverts when watching recorded TV programmes than if they watched online TV.
Recently, BBC released an app for its heavily-favoured iPlayer, putting it on both the iPad and the Android platform. iPhone users should not worry, however; the customised phone version of the application will be available in the near future.
Living Streams “Improving clients’ profitability through better use of the internet”.