Home  › Media › Video

Digitas Study: Web Video Drives Brand Interest

  |  April 6, 2012   |  Comments

Digitas-Harris survey examines how consumers react to brand mentions in online videos.

A total of 46 percent of online video viewers said they'd look up more information about a brand after seeing an online video that mentions a new product or brand, according to a Digitas-Harris survey released today.

"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,” said Stephanie Sarofian, managing director, the Third Act, the brand content unit of Digitas.

Other findings in the survey include:

  • 63 percent of users have looked at online content while watching TV.
  • 53 percent said that if their favorite celebrity announced that they were starring in or launching an online video or web series, they would check it out.
  • 49 percent 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 watch it.

The survey is timed to coincide with Digitas's first Digital Content NewFronts, a two-week long online video collaboration with AOL, Google/YouTube, Microsoft Advertising, and Yahoo. The survey was conducted from March 22-26 among 2,211 adults in the United States.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!

ABOUT THE AUTHOR

ClickZ News Staff

Articles written by ClickZ's news staff.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...