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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.

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