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Personal Relevance Is Key to Online Video Engagement

  |  December 7, 2012   |  Comments

In a new report, video marketing firm SundaySky sheds light on the growing consumer demand for personal online video relevance.

In a new report, video marketing firm SundaySky sheds light on the growing consumer demand for personal online video relevance.

SundaySky's 2012 "State of Video in E-Commerce" report compiles data from internal and external studies to uncover the latest trends in online video marketing. SundaySky found that a short-form video advertisement without personalization had a 50 percent consumer completion rate.

However, according to the study, a slightly longer long-form video advertisement with added consumer personalization will garner 2.5 times longer viewing times.

"2012 will be remembered for the first online Olympics and the first digital election, perhaps not the year of personally relevant video, but we did learn that personalization is the key to increasing video engagement," said SundaySky VP of Marketing Kelly Ford in a blog post.

The key driver of online video advertising is Internet retailers, according to SundaySky. The group says that Internet retailers are spending more money on video ads and looking to bring more product-focused video to their websites.

Statistically, SundaySky found that 48 percent of the top 50 retailers feature video on their website. The mark represents a 200 percent increase from last year. Another key finding was the report that 46 percent of the top 50 online retailers have more than 1,000 videos on their site. The number is up from last year when only 22 percent of top-50 online retailers had over 1,000 videos on their site.

Retailers are also taking more steps to make their video content more personalized. SundaySky found that seven of the top 10 U.S. cable operators and telecommunication companies are looking into sending personalized video bills to their customers.

"We've seen some early adopters of video for customer engagement in 2012. Seven of the top 10 US cable operators and telecommunication providers are pursuing customer care strategies that involve the delivery of personalized video bills to their customers in order to proactively educate and support them," continued Ford.

"And we know viewers will watch a video for a longer period of time if it is personally relevant to them. Watch for related industries that enjoy recurring customer relationships to adopt similar strategies for their monthly statement delivery, such as insurance and financial services."

The 2012 "State of Video in E-Commerce" report is a compilation of 2012 online video trends from sources like Adap.tv, comScore, eMarketer, Forrester, Nielsen, the Interactive Advertising Bureau, Pew Internet, and SundaySky's forthcoming 2013 SmartVideo Index.

SundaySky is an online video marketer that produces the online video advertising platform SmartVideo. The group's clients include AT&T, Lenovo, and Office Depot.

Video image on home page via Shutterstock.

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ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

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