Online video has become one of the most attractive online marketing strategies for brands, which are increasingly investing in this content. However, the effort carried out by companies in this regard is not synonymous with success with regard to the reception of advertisements by users, which is why it must be borne in mind when preparing them. , which are the contents that most retain the attention of consumers in this type of formats.
Determining these indicators has been one of the main objectives that the Strata company set itself when analyzing in a representative sample of users what their perceptions were with respect to the ads of the online videos they consumed. Thus, the study shows that online video viewers are more likely to consume an ad if its content is fun. In fact, more than half of those surveyed by the company (51.8%) answered affirmatively to this variable. Entertainment-related content followed in the ranking, an indicator that was named by 45% of those surveyed. On the contrary, if what the brands are looking for is the rejection or disinterest of the audience, it would be enough for them to show excessively specific or educational content, since it was the responses that, with 33% and 29% of the votes , obtained a lower impact on the set of variables proposed among users.
Similarly, this report also shows that for brand content through online ads to be effective, they don’t have to be very expensive. Thus, it is derived from the research that the results of those online video ads that had the presence of famous people or celebrities do not have a relevant pull among users and the influence of these contents was 16.6%. In another vein, the Kazakhstan phone number list research also reveals both the percentage of users who skip online video ads as well as the time it takes for them to recognize a brand. Regarding the first variable, this is a figure that should concern advertisers since four out of ten users admit that they skipped the ads before they could identify the brand that sponsored them.
On the other hand, among the users who did say they saw the ads of the online videos, they encrypted the identification time of the brands in different strata. In this sense, the majority (29.4%) said they needed between 3 and 4 seconds. It was followed by those who needed between one and two seconds, with 15% of the responses, and those who indicated that they needed between five and six seconds, with 11% of the responses.
Within this indicator, the number of people who confirmed that they skipped brand ads before knowing who sponsored such content is significant. But, what are the reasons that move the audience to make a decision of these characteristics? The main one was, with 39% of the answers, the discomfort that it supposed to them, since they were inserted in a content that they were in a hurry to see. This response was followed by the speed with which ads are inserted into videos, without prior notice, which accounted for 19% of user responses. In third place was their duration, since for 15% of those interviewed by the Strata company, online video ads are too long.
Despite this, the data shows that online video is a growing strategy among advertisers and visitors. Thus, this type of content and its ads increased their visit rate by 70% in the last year, according to the Visible Measures company. In the same way, this company confirms that in the first quarter of the year the investment in advertising through online video increased almost double, going from 2.48 billion dollars of investment in the United States in 2014, to 4.190 in the first three months of 2015. An opinion shared by eMarketer, as they estimate that investment in this type of content will increase this year by 33.8%, reaching 7.77 billion dollars or what is the same: 13,% of the total online advertising that is invested in this country.