Research reveals growing importance of online video production

November 3rd, 2011

New research has revealed the growing strength of online video, with the vast majority of web users viewing online video content on a regular basis.

Burst Media's research into online video and advertising found that more than seven out of every ten web users accessed online videos each week, and almost a fifth of that number 'took action' after watching an online video advert.

Thirty-nine per cent of web users spent between one and five hours every week watching some form of online video content, with 19.7 per cent of men aged between 18 and 34 admitting that they watched more than 10 hours of video content each week.

Highlighting the growing importance and impact of video production for companies who wish to get their message and branding across, the research found that viewers were far more likely to engage with online video than they were with standard display media on the web.

More than eighteen per cent of all users said that they had gone on to either investigate or purchase a product they saw in an online video advert.

This figure rose for men in the 35 to 54 age bracket, with 24.1 per cent saying they had done so, with 22.1 per of women saying the same. Men aged 55 plus were even more likely to take action following the viewing of an online video.

Burst Media's marketing director, Mark Kaefer, told Rapid TV News, “Web publishers seeking to attract larger audiences and increase dwell time could benefit from incorporating video content into their sites, whether it's produced in-house or brought to the site via online video syndication services.

“Moreover, online video advertising is an effective way for brand marketers to align their messaging with content that draws highly-engaged, targeted audiences at scale,” he added.