Video on the web is white hot.
As the network TV market continues to fragment, and marketers seek to engage consumers across multiple platforms, budgets are being directed to broadband video, as a new way to deliver compelling creative. Consumers are already there, and they are open and responsive to watching advertising online. A couple of years ago, the Online Publishers Association released a study showing that video is the most powerful online creative format. The study found that more than 40% of respondents watched online videos on at least a weekly basis and over 70% watch at least monthly. Of course, these viewer rates have increased and will continue to increase. As marketers, our new challenge is to capture the consumer’s attention and hold it with video that works on the web. We can, and do, gain value from running the same (or shortened) spots that are produced for TV. But, there is an opportunity to take broadband video to a higher level of performance.