snippets, it has evolved. Many consumers are now watching long-form content such as television shows and movies, according to the Forrester/Veoh study, "Watching The Web: How Online Video Engages Audiences", which focused on "engaged" online video viewers - those that watch an hour or more per week.
The study found that "engaged viewers" make up almost 40% of online video viewers and they watch three-quarters of all online video. In addition, engaged viewers aren't averse to advertising, believing it to be a fair trade-off for free content, and consider banner and mid-roll ads most effective.
This acceptance of advertising must not be abused. It needs to be "fair, useful and entertaining. It has to meet those three criteria," stresses James McQuivey, a principal analyst at Forrester.
The study broke down engaged viewers into three sub-groups based on time spent viewing online video, the types of video watched, attention level of online video vs. television and their video sharing behavior.
Watchers - this sub-group engages little with video content and sharing they mainly just, well, watch.
Controllers - a sub-group of younger online video viewers who believe online video plays an important part in their lives, therefore taking an active role in controlling their experience.
Connectors - this sub-group loves to share and while making up just 7% of online video viewers they do 42% of all video sharing and consume 20% of all online video.
"As online video viewing continues to grow as a primary source of entertainment, it will create many new opportunities for content providers and advertisers alike to reach engaged, influential audiences," said Steve Mitgang, CEO of Veoh Networks.Tags: advertise, advertisement, advertisements, advertiser, advertisers, advertising, video
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