Video content will enhance your Google position and your profile on the
internet. A good sales video converts web surfers into real
visitors. VisitorMarketing produced a short film for
Matlock Bath's Autumn Illuminations which
was seen by over 5,000 people between the 1st and 31st of October. The
event saw record attendances.
The share of online adults who watch videos on video-sharing sites has
nearly doubled since 2006. Audiences for web sites such as YouTube and
Google Video continue to grow rapidly across all demographic groups, far
outpacing the adoption rates of many other internet activities. 62% of adult internet users have watched a video on these sites, up from
just 33% in December 2006.
Over time, online video has become more deeply integrated into daily
life and has started to move into the spaces that are typically reserved
for traditional television viewing. Overall, 19% of internet users say
they use video-sharing sites on a typical day.
Online video viewing is still far from being the norm amongst
internet users aged 50 and older, however, this segment of the internet
audience continues to grow each year. Amongst internet users ages 50-64,
41% now say they watch video on sites like YouTube, which is up from 34%
in 2008. Likewise, 27% of wired seniors ages 65 and older now access
video on these sites, compared with just 19% who were doing so at this
time last year.
Is there an optimal
length for an online video?
According to a new study by Dusseldorf University/QVC Germany, there is.
It seems shorter video clips are more likely to hold a viewer's
attention for the duration, but anything longer than around 1 minute 30
seconds and attention spans begin to wane. In their study, attention
dropped off significantly after around 48% of a 6 minute product video
had been watched. The study also found that using images to promote
video links was preferable to text.
For a two-week period, TubeMogul
measured viewed-seconds for a sample of 188,055 videos, totaling
22,724,606 streams, on six top video sites. The results are dramatic:
most online video viewers watch mere seconds, rather than minutes, of a
video.
It also pays to
put your website address on screen within seconds of your video starting
Online video viewers' short attention span seems especially relevant to
advertisers looking to strategically trim ad budgets as the economy
contracts. For starters, it is clear that post-roll ads are of limited
effectiveness. A three-minute video that has a post-roll ad in the final
seconds, for example, will only be viewed by 16.62% of the initial
audience, on average.
Another takeaway is that overlay ads should be displayed as early as
possible in a video, preferably within the first few seconds.
