Nearly 60% recall ads viewed in Video Content.

There is a lot of good and a little bit of bad news for online video advertisers, according to a recent Burst Media survey of more than 2,600 online visitors. First, the good news:

Seven out of ten (69.5%) respondents actively view video content on the web. Men are significantly more likely than women to view online video content, 76.0% versus 60.2%, respectively. Viewing online video content is not an activity restricted to youth. In fact, the Burst study found that the age segments 35-44 years and 45-54 years were as likely to view online video content as the 18-24 years segment.

About 6 in 10 online video viewers (56.3%) recall seeing advertisements in content they have watched. Among respondents, one out of two (52.7%) say they typically continue watching video content once they encounter an advertising unit.
One in four (25.7%) respondents who recall advertisements in online video content say they pay more attention to the video ad than they typically do to standard creative units on the same web page; 41.8% say they pay neither more nor less attention to video ads.

Then, there is the bad news:

Advertising placement in online video is not met with overwhelming consumer approval. In fact, three quarters (77.5%) of respondents say advertisements in online video are intrusive and nearly two-thirds (62.2%) say advertisements in video content disrupts their web surfing experience. Women are more likely than men to say advertisements in video content disrupt their web surfing experience, 65.2% versus 59.8%.

One in five (21.1%) say they pay less attention to video advertisements than they do to standard creative units on the same page. Four in ten (41.8%) say they pay neither more nor less attention to video ads.
One-quarter (27.9%) of respondents who stop watching video content once they encounter an advertisement also say they immediately leave the website.

“We did not explore the quality of video ads and if the creative played a role when the ads are abandoned by users. But I suspect that it is a significant factor, especially since one in four users like video more than inert online ads,” says Chuck Moran, Manager of Market Research for Burst. “For users who take the time to watch video ads, their recall rate is pleasantly high.”

Other significant findings from the Burst Media survey:

Two Out of Three View Online Video at Least Once a Week

Nearly two-thirds (63.0%) of respondents who view online video content do so at least once a week. Men are significantly more likely than women to view online video content at least once a week – 70.3% versus 53.4%, respectively. Males 18-24 years are the most frequent consumers on online video content; one-third (35.1%) view online video content at least once a day.

Home Most Likely Place to View Video Content

Nearly three quarters (72.9%) of respondents who view online video are “most likely” to do so “at home”. The home is followed by work (15.3%) and school (3.5%) as the place respondents are most likely to go online and view video content.

News & Entertainment Most Popular Content to View

Overall, respondents cite news clips (44.9%) as the most popular video content to view. This is followed by movie trailers/advertising (36.7%), comedy (34.5%), music (32.1%), TV shows/clips (31.0%), entertainment news/reviews (29.8 %), sports/sports news (27.7%), instructional/how-to (18.3%), home/user generated video (14.8%), political (13.5%), and cooking video (6.2 %).

Among age segments there are significant differences in the types of online video content consumed. Entertainment rules with respondents 18-24 years – with movie trailers/advertising (49.4%), music (49.2%), comedy (47.0%), and TV show video /clips (46.4%) clearly leading all other types of video content in popularity. Entertainment content, along with news clips is most popular with respondents 25-34 years. Among all other age segments, news content is the leader.

For more information at http://www.burstmedia.com