A new survey commissioned by integrated brand agency Digitas and conducted online by Harris Interactive reveals an increased urgency for brand investment in online video.
The study shows that there is a deepening multi-generational interest in native digital video programming across screens. Almost half (46%) of online video viewers in the U.S. 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 that brand up afterwards.
And 49% of those who follow brands on social networks say 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.
“Investing in online video is no longer optional. Consumers are hungry for online content and ready to take this journey with brands. And as the survey results show, today’s viewer is not just passively sitting and watching—they’re sharing, talking, clicking, testing,” says Stephanie Sarofian, managing director of The Third Act:, the brand content unit of Digitas.
The survey revealed that more than three in five (63%) of U.S. adults have browsed through online content while watching TV. A deeper look shows that more than one-quarter (27%) have looked at online content that was related to the show that they were watching.
On the other hand, 48% say that the online content that they looked at was unrelated to the show they were watching.
Talent can play an important role as well, says the survey. More than half (53%) 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.
The survey was conducted online within the United States by Harris Interactive on behalf of Digitas from March 22-26, 2012 among 2,211 U.S. adults age 18 years and older.
The findings announced Thursday, April 5, represent the third wave of “Digitas’ Data Digests,” a series of survey-based studies on timely topics related to digital media and advertising.
The agency plans to kick off the first annual Digital Content NewFronts (DCNF), a two-week long online video marketplace and collaboration with founding partners AOL, Google/YouTube, Hulu, Microsoft Advertising, and Yahoo!.