Last year, approximately 48 hours of video were uploaded to Google's YouTube service every minute. In January, Google said that number had increased to one hour per minute.
There's no question that online video is an increasingly popular destination. In its January report, Google noted that daily views on YouTube had jumped 25 percent from the preceding eight-month period, or more than 4 billion video views every day.
In a world in which a decade worth of video is uploaded to YouTube every day, and more video is uploaded in one month than the three major US networks created in 60 years, what can marketers do to get their messages in front of audiences?
Two new studies about online video hint at some ideas: Advertisers can increase engagement with audiences by integrating across channels (such as TV and Web) and creating Web tie-ins.
This month, a Harris Interactive and brand agency Digitas study revealed that 46 percent of online video viewers in the US 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 up that brand afterwards. Another 49 percent of those who follow brands on social networks said 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.
"Brand content has become an integral part of any successful marketing strategy," Stephanie Sarofian, managing director of The Third Act, the brand content unit of Digitas, said in the release about the research.
The online poll (conducted in March with 2,211 respondents) also showed that consumers often multitask, using the TV and the PC simultaneously. About 63 percent of users have looked at online content while watching TV, with that number rising to 71 percent for adults 18 to 44.
Other findings included:
- More than three in five (63 percent) of US adults have browsed through online content while watching TV.
- More than one-quarter (27 percent) have looked at online content that was related to the show that they were watching. (On the other hand, 48 percent say that the online content that they looked at was unrelated to the show they were watching.)
- More than half (53 percent) 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.
Another study, this one conducted by Dynamic Logic for MediaPost, revealed that media buyers plan to anticipate increasing their budgets in every video category over the next 12 months, including video ad networks, user-generated content, broadcast TV, news clips, and cable TV.
The biggest challenge for these media buyers? "Number one is the difficulty of measuring reach and frequency across multiple screens/devices," Chuck Martin, director of the Center for Media Research at MediaPost, told me. "That was followed by an inconsistent definition of a video 'view.'"
The study, which collected responses from 225 MediaPost subscribers, also found a significant jump in interest around branded content.
"There's a jump in branded content integration, and I guess that's related to an increase in made-for-the-Web episodes," said Lindsay Leon-Atkins, director of custom research at Dynamic Logic.
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— Ellis Booker is a freelance journalist with extensive experience with business-to-business marketing.