Brand Managers to Increase Online Video Investment

Online video continues to be a growth industry for content providers and marketers.  Industry provider, Brightcove, and analytics shop, TubeMogul, regularly report on the online video market and just released their findings for Q2 2010. In studying this industry, analysts considered methods of discovery and usage and engagement statistics, all of which are rapidly changing.

Methods of online video discovery appear to be shifting. Until now, most viewers found online video through search engines. However, in the most recent quarter,  consumers are coming to online video from social media networks such as Facebook and Twitter in increasing numbers. Time spent on online video as a result of Facebook (1:24 minutes) or Twitter (1.18 minutes),  exceed the time spent by clients coming from Yahoo! Search (0:52 minutes). At the current growth rate, Facebook is expected to become the second largest driver of discovery, after Google, within the next year.

As more consumers find online video through Facebook and Twitter, the nature of the content they are viewing is changing. These users display high levels of engagement with video from TV networks and music entertainment websites. In total, the number of viewers accessing online video increased 2.8% each month during the past quarter.

This additional traffic has caught the attention of brand marketers who say the following about online video:

  • Plan to invest more in this channel in the next year: 60%
  • Primary focus of the online video is brand awareness: 65%
  • Plan to add more mobile video to marketing mix in the next year: 70%

It also seems that marketers may attempt to place their messages on music entertainment and network TV sites to expand their reach to a growing audience.

[Source: Brightcove & TubeMogul Release Q2 Online Video Research Report. 13. Sept. 2010. Web. 29 Sept. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.