A new study by Yahoo shows that online video watching habits are shifting. People are watching longer videos and watching more at night during primetime. The chart below shows when people watch videos online. The blue line is today (2011) and the dotted line is two years ago (2009). Clearly there has been a significant shift during prime time period in only 2 years:
The key findings of the study are as follows:
- 18% percent of online videos watched are full length TV shows vs. 11% percent two years ago.
- 8% of online videos watched are full-length movies vs. 5 percent in 2009.
- Although short clips make up 84% of all online videos viewed, it has declined significantly to 74 % since 2009
- A smaller percentage of people are sharing videos, 26% vs. 34% in 2009. This may be due to older people watching online videos, and sharing less.
- Advertiser recall is better with ads on professionally produced videos (45%) than on videos “made by people like me” (36%).
On a final note, You Tube, who clearly has the lion’s share of online video content viewed, is currently working with a number of small production houses in the US with a view to producing some longer, more professional quality video content so that it can effectively firm up its long content video offering o complement its monopoly of short form content.
It’ll be interesting to see the tone, manner and quality of these long form productions.
One thing is for sure, our industry needs to closely watch these rapidly changing media consumption habits and be prepared ahead of the curve to avoid any unwanted surprises !
I love this site, Improveverywhere.com, which is a ‘New York City based prank collective that causes scenes of chaos and joy in public places.’
Click on the Youtube video above to see what unfolds on the New York Metro. Beautiful execution and timing.
Great stuff, if you like spontaneous geeky entertainment ! Fortunately I do.
As someone working in interactive media, we are often faced with many challenges due to the constantly evolving nature of our medium and industry. But one of the biggest challenges that I have personally found is people’s wrong perceptions and expectations of interactive metrics.
Metrics are the ‘Beauty and the beast’ of our medium.
There is a huge depth of info available online (sometimes too much if not channelled properly) but often people look at the wrong metrics for the objective that they are trying to achieve.
The most common example is asking for reaction metrics such as click-through rates for awareness/brand initiatives – I have pushed for many years for this metric to either be removed completely in the reporting of awareness campaigns or at least hugely downplayed as a principal performance indicator for such a campaign. Even so, this metric still continues to be requested for awareness campaigns.
But ultimately, Metrics must align with Media objectives.
A key question must be : what are the clients online expectations from the initiative ? Ask them at the briefing stage. What will they be happy with at the end of the online initiative ?
Increased online traffic perhaps (but how much of an increase is the client anticipating – some clients expectations of traffic increase may be way different from the agency’s) or perhaps a lift in brand awareness or purchase intent.
Irrespective of the media objective, the key is to ensure that everyone’s expectations are aligned early in the ideation process both internally and externally. As it says on the box below, if you align, you will avoid Gas and bloating!!!
By doing this, the benefits will be :
- manage the client’s expectations in terms of campaign performance = no unexpected surprises at the end = happy client
- orientate the creative and production teams in terms of the functionality of the ad units, or the various branding elements = ad formats & concepts that will attain their media objectives
- avoid having to explain irrelevant metrics at the end of a campaign that are wrongly perceived to be ‘under-performing’
It is our role as interactive media people to educate with regards to ‘which are the relevant metrics for which media objectives.’
If we aren’t able to do this and we continue providing irrelevant metrics, we may as well add a column to our reports entitled ‘Green Fahrenheits’ because that is as equally meaningless as providing reaction metrics such as click-through rates for branding initiatives.
A completely pointless but weirdly entertaining online gizmo (and app), Dance Writer, that allows you type any words, that the lady will then dance using her body to make the letter shape that you typed.
Try it by clicking on the image above and typing a brief sentence in the field in the right hand corner, then see her weave her mobile semantic magic! Well, kind of !
Technology meets Art – isn’t that what advertising in 2011 is all about ?!!
We have been long time believers in only placing short video ads prior to long form content. For those not working in advertising (this post won’t be of interest) but it simply means that 15 sec max pre-roll video ads run before a piece of ‘significant length’ video content on a website, for example a 30 – 60 minute TV show.
My opinion is that the experience for both the brand and the online consumer is much better by running ads prior to such long form video content.
The rationale is simple: the mindset of someone settling down with a coffee or a beer to watch a show like Desperate Housewives online, is not the same as someone who is randomly surfing and who notices a short video of a chipmunk on a skateboard of say 20 secs in length.
The trade off of seeing an ad prior to the very short chipmunk content is really not worth it in the eyes of most consumers and it is highly possible that they will be turned off both the site and the brand ad in such a case.
A recent study out today by emarketer contains some interesting findings since overall video ad completions is:
76% for 15 sec ads vs. 54% for 30 sec ads.
In addition, the best part of the study shows that the video completion rate for both 15 sec ads and 30 sec ads when they run before long video content is approximately 90%, but only 58% for ads that run before short form video content.
Youtube has currently prioritized the production of professional longer form content with some smaller production houses in the US because the vast majority of their huge amount of video in 2011 is short form content.
Since they have the short form video market sewn up, they believe that they will be able to compete more strongly with Netflix, Hulu etc etc if they can add some professionally produced longer video content; also advertisers will find this longer content even more appealing for their brands.
Clearly there are also creative challenges by creating short ads that need to tell a story and deliver the brand message in only a few seconds. The approach of simply airing 30 sec Tv spots as pre rolls is not optimal, although the tailor made online video messaging may need to be consistent in tone and manner with that of the Tv spots.
By the way, don’t get me wrong, chipmunks on skateboards are very cool, but less so for advertisers using pre rolls!
My latest top 7 was inspired by an urban legend story that I heard years ago about an Elvis Presley fan who allegedly went for a tattoo after a drunken night out wanting to have the words ‘Elvis R.I.P’ permanently etched onto his body, but unfortunately ended up with the less-than-catchy term, ‘Evis R.I ‘ on him instead.
Anyway , enjoy these classics which all have the same common theme – all the recipients of these tattoos looked in the mirror afterwards to admire their latest body art creations and went ‘Oh, no’ or maybe ‘Oh, know!’ or possibly ‘O now!’
#7 Brenda Lover - Never a great idea to put the name of your loved one on you permanently, even if Brenda is a really special person
#6 Not so Awsome - Does he think he is awesome or handsome?
#5 – Is Elese doing everyone ? How one letter can transform your permanent artwork
#4 – I think I see a mistake, Cheif
#3 – A tradgic tatu, reellee tradgic
#2 – An exreme case of bad tattooing
#1 – A child, a reptile or a drunken tattooist?