Online Video Viewing Becoming a “Routine” for Many, Industry Consultant Mike Vorhaus

By on 02/10/2011 12:43 PM @daisywhitney

Online video is watched at least once a day 13% of all Internet users. For YuMe users, however, the number is much higher –about 49% of YuMe users* watch online video at least once a day, with 22% who report watching online video had become part of their daily routine, said Mike Vorhaus, president of Frank N. Magid Associates, during an interview with Beet.TV at the YuMe road show in New York last week.

He referred to the findings of a research study conducted by Magid in partnership with the online video ad technology firm. “The biggest reason is they want to time shift, they're not available at 9PM, at 7PM but they want to watch that video so they find it online. And they are watching a huge range of content – long-form, TV,” he said.

The Web has an advantage for marketers when it comes to time-shifting. Unlike the DVR world most pre-rolls ads can’t be fast forwarded so more consumers are apt to actually watch online pre-rolls. Vorhaus did say online video needs to improve when it comes to the discovery of videos. Recommendation engines and discovery tools that serve up relevant and related videos have a ways to go, but they will be an important part of the online video ecosystem, he said.

Vorhaus also discusses the importance of the Internet as a word-of-mouth chain, giving TV ads more currency by distributing them online, as we saw with the Superbowl.

For an overview on the state of online video advertising, check out this story by Steve Smith over at MIN.

Daisy Whitney

*METHODOLOGY
The statistics presented in this report are generated from data collected from August 26 through October 7, 2010 from an online survey of online video viewers intercepted across YuMe’s ad network. The survey was conducted among a sample of 498 viewers over a 6 week time period. These viewers were U.S. residents, ages 13-54, who watch online video once a week or more. All reasonable efforts have been made to ensure the accuracy and statistical significance of the data presented herein.

Disclaimer:  This is a sponsored post.  We have produced and published this video and several others to be posted under contract with YuMe.  We hope you find this series of videos informative.  AP

Recent Videos
image
“It’s Going to Take a Village to Produce Creative”: Tribal’s Guest

CANNES — One consequence of the rise of data-driven marketing is brands creating tens of even hundreds of ads for various audience segments for a single campaign, not just two or three like in the old days. It’s “great from a sales perspective and not so great from a marketing cost perspective,” ...

image
Data is an “Enabler” of Creativity, JWT’s Jeffrey

When J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey got his start in advertising, it was normal for agencies to present a single TV spot to prospective clients in order to prove their credentials. For example, at Chiat/Day, where he worked early in his career, they showed the “1984” Apple ...

image
Addressable TV will Provide Unprecedented Granularity, SMG’s Scheppach

CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting. But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed ...

image
Careers in AdTech Will be Powered by Digital Transformation, AOL CEO Tim Armstrong

Less than 10 percent of e-commerce and advertising is powered digitally —  but that will inevitably change. And the looming transformation will provides a twenty to thirty-year “tailwind” for the entire adtech and media industry which will mean vast opportunities for young people ...

image
Big Changes in the Values of Brands Powered by Geography and Technology, Sir Martin Sorrell

In the past 10 years, since the WPP-owned global brand consultancy Millward Brown has tracked the value of brands with its BRANDZ 100 rankings, there have been many changes.  Over that period, nearly half of the companies have changed.  This upheaval  has been powered by two major factors:  geography and ...

image
Addressable TV Advertising is Changing the “Lumascape,” Banker Kawaja

CANNES – As addressable TV advertising emerges, so are a number of companies including Visible World (recently bought by Comcast), Clypd, Simulmedia and others.  For the new medium to succeed, one essential will be companies that focus on yield management around addressable TV, says investment banker ...

image
A “Whole New World” of Video Advertising Coming to Comcast/NBCU, Driven by Set-top Data

CANNES – Comcast’s data from its twenty millions set-top boxes, coupled with marketers’ first party data, will create a “whole new world” for NBC Universal, for both advertising and content creation, explains Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships ...

image
WPP’s Sorrell Wants Nikkei To Make FT More Ad-Friendly

It was a WPP agency that devised The Financial Times’ once-famous marketing slogan, “No FT, no comment.” So, what does WPP CEO Sir Martin Sorrell think of Pearson’s sale of its newspaper to Japan’s Nikkei for £844m ($1.3bn) this week? Speaking with Beet.TV in this video ...

image
Millennials Will Transform the Way Agencies Work: JWT’s Jeffrey

When considering setbacks over the course of his career, J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey thinks of losing accounts, which he always took “very personally and emotionally.” In particular, he remembers when the agency lost most of its Microsoft business. “That was very painful ...

image
JWT’s Mirum Brings “Deeper Technology Expertise”

CANNES – “I think what clients are looking for from agencies now is a partner that helps them navigate,” says Lyle Tick, chief growth officer for J. Walter Thompson. “And that’s a lot of what we’ve been doing at J. Walter is restructuring ourselves in order to deliver those types of ...

image
Addressable TV Can Unleash TV Ad Creativity

CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target customers individually. Michael Bologna, president of GroupM’s Modi Media division, which is working on ...

image
The Future Is The Vast, Unconnected World: Facebook’s Everson

These days, Pets.com is part of internet folklore – an early dot.com juggernaut that, in its mission to sell pet supplies direct to consumers, burned bright, launching in August 1998 and going from an IPO to liquidation in 268 days. Carolyn Everson remembers the site with horror, too – but, ...

loader