Online Video Is Visual Too
Yesterday we wrote about delivering impact through visuals, with the focus being photos, infographics, even cartoons.
But let’s not forget video … specifically, online and mobile video.
Here’s a study that looked at viewer data from 150 videos used in online ads in the Q4 2012. About 730,000 individuals watched these videos, yielding a heap of viewer behavior for analysis. The video types included movie trailers, TV commercials and (perhaps closest to our purposes) product presentations.
Some results …
- Video is most popular ad feature – 43% of ads have video
- Video length – 80% of videos are shorter than 1 minute; 46% shorter than 30 seconds, average video length is 45 seconds
- Videos encourage more engagement – 14.4% of viewers interacted with the ad by playing the video
- Video offers exceptional completion rate – Nearly 1/2 of all viewers (47.8%) watched the entire video
The authors comment on mobile video as the growth area, noting that more videos are being created specifically for that channel, and that these can have completion rates “north of 80%”.
And one behavior that will resonate with direct mail folks … video viewers tend to either drop off after a few seconds, or watch the entire video. My interpretation: Attention span, whether seconds watching a video or time devoted to reading a multi-page letter, is all about relevance.
Tom
2 responses to “Online Video Is Visual Too”
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Wish I could cite the study, but one of the platforms most familiar to high net worth individuals is YouTube. They may not know Twitter but they know YouTube.
I believe what you said was actually very reasonable. However, think on this,
suppose you composed a catchier title? I mean, I don’t wish to tell you how to run your website, but suppose you added a headline to possibly get a person’s attention?
I mean Online Video Is Visual Too | The Agitator – Fundraising, Direct Marketing and Advocacy Strategies for
Nonprofits is kinda plain. You ought to glance at Yahoo’s home page and see how they create news headlines to grab people interested. You might try adding a video or a related pic or two to grab readers interested about what you’ve written.
In my opinion, it would bring your blog a little livelier.