Research: Engaged Viewers and Male Behavior

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What do you do when the economy is in crisis and your online video startup relies on advertising as its business model? Commission a study to show the world just how valuable web video is! Both Veoh and Break Media recently released separate research reports to let marketers know that Hey! Advertising online works and is much better than that stupid ole television.

Veoh worked with Forrester Consulting on a study that revealed so-called “engaged viewers” watch a lot of long-form video and (most importantly) pay attention to the ads delivered in online video environments. Engaged viewers are people who watch more than an hour of online video each week. They make up 40 percent of all online video viewers and watch 75 percent of all online video. The engaged viewer is also young, (35 percent of them are between 13 and 24 years old), pays more attention to online video than to TV, and, according to the study, doesn’t mind advertising.

Elsewhere in the online video world, Break Media, in conjunction with Hall & Partners, came out with its own study that revealed 70 percent of men 18 – 34 would rather give up television than the Internet. The research found that nearly 50 percent of the men in that age range spend 22 hours a week online and roughly half purchase something at retail after watching an online ad.

Now, just because these studies have to be taken with a grain of salt doesn’t mean that they are completely without merit. They both reaffirm previous studies showing that the web is more important than TV to a younger generation, and the Veoh study is another data point illustrating that online video watchers continue to move beyond snacking and into longer video consumption.

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Ben Ruedlinger

Video engagement is also important beyond the entertainment and advertising which people normally associate with web video. When using online video in a business context, engagement is one of the key metrics necessary to assess the ROI of the project utilizing video. As a result, it is extremely important to be able to measure the engagement of the people watching the video.

How do you measure video engagement? At Wistia, we use Video Engagement Tracking (click here to see a 1 min video demo: ). Video Engagement Tracking allows producers of video to see how each individual interacts with the video as they watch it. Which parts did they watch, which parts did they skip, which parts did they watch multiple times? When sharing video in a closed environment for training, R&D (clinical trials), or client services this allows you to understand exactly how each employee, partner, or customer engaged with the content and how to follow up.

All in all, we see being able to measure video engagement as one of the key things necessary for video to be used more and more extensively in a business environment.

Ben Ruedlinger
Wistia, Making Video Productive

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