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April 9, 2012

Multimedia Marketing Opportunities Abound: New Research Shows Hunger for Online Video as 63% Of U.S. Adults Look At Online Content While Watching TV — While 46% Of Web Video Viewers Likely To Seek Out Participating Brands

As spending for online video advertising continues to grow, a new survey commissioned by integrated brand agency Digitas and conducted online by Harris Interactive reveals an increased urgency for brand investment in online video. The study shows that there is a deepening multi-generational interest in native digital video programming across screens. Almost half (46%) of online video viewers in the U.S. say that if they are watching a video online that mentions a new product or brand, they would be at least somewhat likely to look that brand up afterwards. And 49% of those who follow brands on social networks say that if a brand that they follow posts a video online, they are at least somewhat likely to click on the link to watch it and learn more. "Investing in online video is no longer optional. Consumers are hungry for online content and ready to take this journey with brands. And as the survey results show, today's viewer is not just passively sitting and watching—they're sharing, talking, clicking, testing," said Stephanie Sarofian, managing director of The Third Act, the brand content unit of Digitas, in a news release. "Brand content has become an integral part of any successful marketing strategy. Whether you're thinking about mobile, social, b2b, or any facet of marketing, content is now at the heart of everything we do. There is immense opportunity, right now, for brands to engage consumers through content-marketing across all channels."

The Multi-Screen Living Room

The survey revealed that more than three in five (63%) of U.S. adults have browsed through online content while watching TV. A deeper look shows that more than one-quarter (27%) have looked at online content that was related to the show that they were watching. On the other hand, 48% say that the online content that they looked at was unrelated to the show they were watching.

The survey also reinforced the importance — and benefit — of creating content that offers value to consumers. Half of those who watch videos that their friends post online said that if they enjoy watching one, they usually share it with three of their friends or more. Entertainment proved to be a particularly strong value-add, as close to three in five (58%) of those who have a favorite TV show said that if that program posted exclusive videos online, they would go online to check those videos out.

Talent can play an important role as well. More than half (53%) of those who have a favorite celebrity said that if one of them announced that they were starring in or launching an online video or web series, they would check out an episode.

Baby Boomers Are On The Heels of Millennials

  • 51% of online video viewers, ages 18-44, say that if they watch a video online and it mentions a new product or brand, they would look that brand up.
    • But older demographics still display a sizeable interest — more than one out of every three (39%) individuals aged 55+ answered in the affirmative as well.
  • 58% of those who follow brands on social media, ages 18-34, would check out a video posted by a brand that they follow.
    • There is still significant interest across all age brackets, with 45% of those ages 35+ answering in agreement as well.
  • 62% of online video viewers who have a favorite celebrity, ages 18-34, would check out an online video starring that person.
    • Again, users across all age brackets still display significant interest, with the lowest being 42% of people ages 55+.
  • 69% of online video viewers who also have a favorite TV show, ages 18-34, would be interested in watching exclusive online content from their favorite TV shows.
    • Almost half (47%) of people ages 55+ display interest as well.
  • 71% of U.S. adults ages 18-44 have looked at online content while watching TV.

Gender Plays A Role For Ages 55+

  • Women ages 55+ are more likely to look up a brand after seeing it in a video online than men ages 55+ (44% versus 34%).
  • Women ages 55+ are significantly more likely than men to look at unrelated online content while watching TV (47% versus 32%).

The survey was conducted online with the United States by Harris Interactive on behalf of Digitas from March 22-26, 2012 among 2,211 U.S. adults age 18 years and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

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