Why is Internet TV important?
Launched just three years ago, YouTube is now
one of the top five most popular sites on the Internet and hosts 73
million video clips watched hundreds of millions of times a day. Print
titles ranging from the Financial Times and The Sun newspapers to
magazines such as Elle and Time have been as quick as dedicated online
publishers to put video at the heart of their editorial offer. In
retail, video product demonstrations and reviews are becoming a key
driver for e-commerce with services such as Cnet TV, Comet TV and Borders
BookZone blazing a trail.
The growing popularity of watching video online is matched by advertiser interest in the medium. Internet video advertising combines the power of moving pictures with the precision and interactivity of online advertising. At a time of economic uncertainty and increasing dissatisfaction with the accountability of broadcast TV advertising, online video advertising is delivering double digit click through rates and high levels of attention and engagement.
The growing popularity of watching video online is matched by advertiser interest in the medium. Internet video advertising combines the power of moving pictures with the precision and interactivity of online advertising. At a time of economic uncertainty and increasing dissatisfaction with the accountability of broadcast TV advertising, online video advertising is delivering double digit click through rates and high levels of attention and engagement.
What the research set out to discover
Headline grabbing usage statistics are one
dimensional in terms of helping the practitioner in this space
understand the market opportunity. The 'colour' in the story has to come
from understanding the qualitative considerations of 'how' and 'why' as
much as 'how many.'
Simply worked closely with media specialist Work Research to devise the methodology for an in-depth qualitative study capable of understanding exactly how people think about, find and use the host of new online video services.
Key areas the research set out to illuminate were:
Simply worked closely with media specialist Work Research to devise the methodology for an in-depth qualitative study capable of understanding exactly how people think about, find and use the host of new online video services.
Key areas the research set out to illuminate were:
- Is this niche or a mass market activity?
- How do people think about, find, use and share services?
- Is viewing incremental or a substitute for existing media usage?
- How does viewing online differ from traditional TV viewing?
- Are users receptive to video advertising and what do they expect from it?
Why are these findings important?
This is the first serious qualitative study to
unpick the complexities of the new online video ecology and explode the
misconception that all that's on offer is homemade comedy and soap catch-ups.
It examines why online video is a compelling new advertising medium and suggests some revealing insights about the relationship between broadcast and PCTV viewing.
It provides a snapshot of a fundamental shift in mainstream media consumption behaviour that is vital for brands, publishers and retailers to understand.
It examines why online video is a compelling new advertising medium and suggests some revealing insights about the relationship between broadcast and PCTV viewing.
It provides a snapshot of a fundamental shift in mainstream media consumption behaviour that is vital for brands, publishers and retailers to understand.