In selling a new medium like online video to a client, publishers and networks will be most successful if they have more data to share about success stories and effectiveness. That’s what Kelley Train, associate media director at media agency G2 Interactive, told Beet.TV during an interview last week at the YuMe road show in New York. “We need more traditional people to see [online video] as a way of helping the client and I think a lot of clients just need to try it and see they can do it in a low-cost, low-risk situation and get a lot of results,” she said.
At the event, YuMe presented the findings of its joint research with Nielsen and Frank N Magid. Among other things, the research found that 66% of online video viewers had increased their usage of online video in the last year and that many perceived the quality of the content to be on par with TV. The study also showed that brands can achieve greater reach and frequency by reallocating some of their TV budget to online video to reach new audiences more cost effectively.
Train also mentioned the presentation’s results were important in showing that online advertising actually has an ROI, as opposed to just brand awareness.
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