Embracing Video Network Options

More than 180 million American consumers tuned in to online video in September, watching nearly 40 billion videos and spending almost 20 hours each within the video space. Still, less than 20% of that time is from video advertising. As video space expands, advertisers look to capitalize. Emineo Media Online Video

According to comScore the top video properties remain Google/YouTube (378 minutes per viewer), VEVO (60 minutes per viewer) and Microsoft Sites (39 minutes per viewer), but social networks like Facebook are beginning to push more video content.

comScore also reports:

• 85% of Americans engaged with online video (September)
• The average video length was 5.3 minutes
• The average video ad length was 0.4 minutes

A new report from Eyeview and KAYAK finds that personalizing the video space can improve brand-based metrics. They tested personalized online video ads and found that personalized and relevant ads increased purchase intent 37%, brand favorability 100% and brand loyalty 73%. In fact about two-thirds (66%) responded favorably to personalized ads while only 12% had a negative response.

So why aren’t more brands pushing into the video space? They’re trying, finds data from BrightRoll, and advertising networks and exchanges are helping. Advertising exchanges are becoming a more popular choice for brands wanting to enter the video space but still a lack of standardization within the video space makes some video advertising squeamish.

Other interesting findings from BrightRoll include:

• Three-quarters of publishers sell 20% of video ad space through networks
• Two-thirds of publishers believe CPMs will increase about 15% through Q4 2011
• Lack of standardization is keeping many (40%) from video advertising

“Publishers are increasingly embracing video networks, as well as their even newer counterpart ad exchanges, because of their ability to drive significant revenue,” was written in the BrightRoll report.”

Source Biz Report

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