More talk of metrics and the value of ads for online video at the OMMA Video conference. Recounting OPA stats on video watching, about 44 percent of internet users view online video at least once a week. About 75 percent of the internet audience streams videos at least once a month. “It’s not just 18-24, also 55-plus, 21 percent of males streaming are in the 25-34 range, which is pretty much the same for females,” said panelist Erin Hunter, an EVP at comScore. “The peak point is 5- 7pm, which is that fringe time before primetime TV viewing. That’s something advertisers should consider.”
– Males are slightly more engaged when it comes to online video viewing, with 62 percent of men reporting more engagement with a video site versus 49 percent for women, Hunter added.
– According to Dave Osborn, director, MegaPanel Nielsen//NetRatings Video viewer consume six times more content than non-video viewers. From a reach standpoint, don’t just buy video. From a publishing perspective, you might want to look at behavioral targeting elements to get them when their not on the site.
– We should be measuring online video versus other media, especially TV, said Mike Ripka, VP, Millward-Brown. There’s high ware-out from seeing the same ad. According to his metrics, 82 percent of online video viewers recalled an ad 24 hours after seeing it, compared to TV viewers, which saw 54 percent have the same level of recall.
– When you take professionally produced content on a well known branded site, such as an ABC or NBC, they can sell out their inventory and garner $30 to $60 CPMs. When you have the similarly produced content, but syndicated as opposed to being shown on a branded site, that’s when the CPMs dip down a bit. Also, you’re starting to see $5- $15 CPMs for semi-professionally produced content, which is a step above user-generated video, said Michael Shehan, CEO, SpotXchange.
– Update: Following the panel, I spoke with comScore’s Hunter, who said that advertisers should be discouraged from such heavy reliance on click-throughs: “What advertisers are forgetting is that consumers are exposed to an ad and they may be interested enough at that point to click-through it. But more likely they won’t act on it for another few days or a week, or even two, three weeks out. And that’s something that’s easily measurable. So as a researcher, I can say, ‘This consumer has been exposed, I matched them to an identical control group and I can see whether they did something or not on a significant basis.”
– And the reason click-throughs are so important to advertisers versus other measurements? “It’s because the internet is an industry and I’ll take some responsibility for making click-throughs available, and so that’s what advertisers started to use to measure against. I’d much rather see things focused on branding measurements on whatever the action is: whether I’m marketing financial services, cars, packaged goods, or I’m a theater and I’m trying to put butts in seats. I think they’re a better, more thorough indication of what a consumer’s actually doing. You don’t really ask a marketer, ‘If you had two people and they both clicked, but only one bought something – who do you care about?’ With click-throughs, you’re valuing both equally. I think you ought to care about the one who bought.”