Twitter Beats Yahoo, Facebook
Comparing the average viewing time of 103,731,006 random video streams discovered on several leading social networks and search engines, “Online Video Best Practices” finds that the average video stream sourced via Twitter is viewed for two minutes and seven seconds. No other social network or search engine analyzed broke the two-minute mark.
Search engine Yahoo followed with an average viewing time of one minute and 54 seconds, closely trailed by social network Facebook with an average viewing time of one minute and 50 seconds. Search engines Google (1:27) and Bing (1:09) had significantly shorter average online video viewing times.
Online Videos Have Short Shelf Life
Analyzing the average 90-day viewing lifecycle of an online video, the study finds the average online video receives half its 90-day online view total in the first six days, and 75% in the first 20 days.
The shelf life of online videos has dropped dramatically since 2008, when it took the average online video took two weeks to get half its 90-day view total and 44 days to reach 75%.
Repurposed, Made-for-Web Ads Have Different Strengths
There is no one superior production format, it turns out; repurposed TV spots typically result in higher impact on awareness metrics, while made-for-web video content more ably persuades its viewers.
More specifically, repurposed TV ads are slightly better at raising brand awareness (affect 2% of viewers compared to 1.9%) and message association (2.2% compared to 2.1%), and affect a moderately higher percentage of viewers in terms of online ad awareness (4.7% compared to 4.3%).
Meanwhile, made-for-web ads outperform repurposed TV ads in brand favorability (1.6% compared to 1.2%) and purchase intent (1.4% compared to 0.8%).
Custom Content Boosts Purchase Intent Among 18-34-Yr-Olds
Comparing the affect of repurposed TV and made-for-web content on viewers of different ages, the study finds that purchase intent among 18-to-34-year-olds who view made-for-web content (2.8%) dwarfs purchase intent for either type of content among any age group. This percentage is more than double the next-highest purchase intent rate, 1.1% of 18-to-34-year-olds exposed to repurposed TV content.
This age group also has significantly higher online ad awareness from viewing made-for-web content (5.9%) than any other online ad awareness score, although nowhere near double the amount. The highest brand favorability score is among 35-to-49-year-olds who view made-for-web content (2%), while brand awareness is highest among 35-to-49-year-olds exposed to repurposed TV content (3.3%).
8 in 10 Marketers Using Online Video Seek Higher Engagement
Close to 80% of marketers using online video on their sites do so to increase visitor engagement, or time spent, according to other study results. This is by far the most popular reason. Another 60% use online video to strengthen their brand, and almost 60% use online video to increase overall visitors (more than one answer was permissable).
No other reason garnered as much as a 40% response rate. Approximately 30% of respondents said they use online video on their sites to increase available ad inventory.
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