Online Videos Vs Television: Primetimes

A study conducted by Interpret LLC shows that Internet video viewing patterns are completely different from television’s, therefore will “require a different approach to advertising and a new model for measuring video engagement online”.

The research that was commissioned by Yahoo, Havas Digital, Warner Bros. Media Research and PHD has found that video viewing habits online are “spread out during the day than TV patterns and online video is more likely to be shared with others.” Unlike television, online videos are viewed during work and school time.

Researchers discovered that the least amount of online videos is being watched are during dinner times, 6 pm to 9pm. While the prime times for the videos is between 12pm to 3 pm and then from 11 pm to 1 am.

Primetime for television is 7pm to 11pm.

Regardless of time of day, one-third of people who watch a video share it with friends, family members and colleagues. I would add to this posting on blogs and news sites.

A new model for gauging the success of an online video is broken down to three criteria.

• Completion of the video - Completion is a strong indicator of engagement because online videos are generally a self-selected experience where the viewer has to first decide to start watching a video and then decide to leave that page once they are done.
• Attention to content - This variable refers to the amount of attention someone gives to a video experience, compared to the amount of attention they give to the other people or tasks in their environment at that moment. Attention paid is a strong indicator of passion and the potential opportunity to make an ad impression.
• Actions taken - This variable refers to the actions viewers might have taken before, during, or after watching the streaming video (e.g. posting a comment, rating the video, sharing the video).

Interpret LLC found that, based on the new model of engagement of online videos, high engagement levels translate into high satisfaction for viewers, high brand recall for advertisers, a greater inclination for consumers to seek product information, and potentially more money for publishers.

According to the study:

• 27% of respondents who remembered seeing an ad searched for more information about the product featured after watching high engagement videos, versus only 13 percent for low engagement videos.
• 28% visited an advertised brand or product’s website after viewing a high engagement
• video vs. only 10% for low engagement videos.
• High engagement videos account for nearly half (47%) of ad recall.

“This propensity for sharing and ad recall translates into improved viral ‘buzz’ for advertisers and their ads - if they take advantage of online video opportunities properly,” said Liz Huszarik, SVP, Warner Bros. Media Research.

In my opinion this allows television broadcasters a cause for some relief. The video watching habits of an online viewer are different for the television viewer thereby giving them the opportunity to have advertisers for the primetime hours for television and then also again for primetime hours for online viewing. Online viewing does not need to be the end of television but an add on to it.

The Viewer is there for not only one primetime any longer, there are now three.