Video for the Web is the new frontier
Posted in Commentary on July 15, 2008
With faster connection speeds and more and more devices that connect people to the Internet, video is the Web’s new golden child.
From computers to mobile phones and television to video game consoles, users can pick their poison when it comes to getting online. And more often than not, people are viewing video while they’re online.
Online digital advertising is skyrocketing and so is usage of video portals like YouTube.
According to comScore, Inc., an Internet information provider, Google scored 34.8% of online videos viewed with YouTube accounting for nearly all of them. Other online video providers include Fox Interactive Media (6.4%), Yahoo sites (2.9%) and Microsoft (2%).
People are watching videos on YouTube, MySpace, and Hulu. In May 2008 the numbers were: 4.1 billion, 703 million and 88 million, respectively.
More interesting tidbits for us marketers from the May 2008 findings:
- 74% of the online audience watched online video
- The average viewer watched an amazing 228 minutes of video
- The average video length was just 2.7 minutes
As I’ve commented before, we’re witnessing a combination of entertainment and communication, or what many have called “communitainment.”
Think of the power of harnessing this trend for your employer or clients. Think in terms of entertainment, something funny or different. Then plan to distribute it through non-traditional channels.
For you ad agencies, think of the cost effectiveness of turning your filmed-for-TV commercials into YouTube videos and virally marketing them on the Web. You can do it virtually for free (minus your time getting up to speed). You already have all the ingredients.
People are engaging online through blogs and videos, occupying their leisure time with more than watching TV or movies. People are using the Internet to reach out and interact with each other.
Online video will continue to grow, eventually dominating the online space. I believe we’re in for a complete mixture of traditional television with the contemporary Internet — a communitainment combination that will ultimately be centered in the family room.
Just as families gathered around the radio decades ago, and have gathered in front of the TV in years past, they’ll be gathering in front of a computerized TV in years to come. (And I’m sure someone will come up with a good name for it eventually.)
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