Far from being a replacement to the traditional broadcast model, online video acts as a strong complement. Online video can be used to increase both reach and frequency, and the highly immersive environment offers multiple benefits.
2008 was a watershed year for online video. Ever faster and more reliable broadband connections are improving the online experience, with people now more likely to view the internet as a source of entertainment as well as information. This has helped fuel massive growth in video consumption across the year, both in long form and short form video.
As online video consumption becomes more common, we are seeing an increase in diversity among those viewing. Online video is no longer the sole preserve of tech-savvy students – two thirds of the online audience aged 55 or older have ever watched a video clip, while a third have ever watched a full length TV programme.
The distinction between clips and full length content is an important one to make, as each offers a different proposition. People watching TV shows online are catching up on content that they have missed. This is not replacing TV viewing – the online experience still has some way to go before it can match the widescreen, surround sound, HD offering of the living room. It is instead about taking control of the schedule. People catch-up on content they missed – either because they were away from their TV or watching something else. This suits some content better than others. Sport and reality entertainment are about the live experience; while the frequency and habitual nature of soaps are also best suited to TV. However, entertainment and drama flourish. Particularly shows that have a strong word of mouth following or ones that are aimed at an active segment difficult to pin down to a TV schedule. Ultimately, catch-up is about improving reach.
Short-form content, such as clips of outtakes or interviews, is about increasing engagement. Those that watch additional content online are likely to be the biggest fans of a TV show and heavily invested in the plot and characters. Short clips, with instant gratification, can be enjoyed multiple times and are very social, with people sharing links and commenting on them. This level of social recommendation adds further interest for the viewer.
Online video is a different platform to broadcast television, and thus the effects of advertising change. TV benefits from the powers of event broadcasting – shared experiences among masses of people at the same point in time, creating watercooler moments. Online viewing is just as social, but it is asynchronous. With closer proximity to the screen and people actively choosing to interact with certain content, levels of attention are generally high.
Preliminary lab tests indicate that advertising around short-form clips perform stronger than long-form content in traditional advertising metrics such as awareness, affinity and purchase propensity. Furthermore, advertising around identical long-form content performed stronger when broadcast online than when broadcast on TV. This doesn’t mean that online video is better than broadcast TV. It simply means it is different. It also highlights their complementary nature. TV excels at mass reach and watercooler moments; online video has a smaller but highly engaged audience eager to share content and information asynchronously. The next step involves quantifying these complementary benefits.
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