Survey: Engaged viewers receptive to video ads
Web users who are in the habit of watching over an hour of online video per week could be ideal video advertising targets, it has been claimed.
About four in ten online video watchers are engaged viewers who watch this amount of video every week, according to Forrester Consulting research for Veoh Networks.
Engaged viewers who prefer long-form clips are more likely to recall certain video ads after watching them and favour formats such as mid-roll and banner ads, the survey indicated.
They are also more likely to understand the need for video ads in order to keep watching the content they are interested in, the poll found.
Veoh Networks chief executive Steve Mitgang said the survey showed that marketers may need to review the way in which they use video ads.
"Now is the time for advertisers to rethink their approaches to marketing in online video in order to captivate these valuable viewers as they drive online video into a mainstream entertainment medium," he stated.
American marketing executives are likely to spend about $5.8 billion (£3.3 billion) on video ads by 2013, eMarketer said in a report in August.
