Unveiling of new online video research to highlight “Eyes on the Internet” tour
In the last two years, online video has gone from novelty to the next big thing, but marketers and publishers are still trying to understand how to best take advantage of the growing opportunities. During its 2007 “Eyes on the Internet” tour, the Online Publishers Association (OPA) will unveil and discuss its new online video study.
The OPA announced that this year’s Eyes on the Internet tour will include events in eight cities, beginning on June 6. In each city, the OPA will discuss its new research project, Frames of Reference: Online Video Advertising, Content and Consumer Behavior. The exhaustive new study, which was done in partnership with OTX (Online Testing eXchange), will explore key questions about consumer use of online video content and best practices for successful video advertising, including:
Are shorter ads really more effective?
What impact does advertisement placement have?
Are original online ads delivering significantly over repurposed TV ads?
What lift does a companion ad provide?
What actions do consumers take after viewing video ads?
“After two years of rapid growth, it’s a good time to consider how to build a foundation for the transformation of online video into a sustainable business,” said Pam Horan, OPA President. “The OPA study will take a comprehensive look at consumer behavior, the key elements of successful video advertising, and the opportunities and barriers that lie ahead.”
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[...] An online video study about advertising, content and consumer behavior. [...]
By Some news items of interest | News Videographer on June 3, 2007 6:52 pm
[...] The Online Publishers Association is out with a new study which states consumers are more likely to act on video ads viewed on media sites. It also found the frequency by which consumers are watching videos online continues to make huge gains. All of this information is being shared as part of the OPA’s ongoing Eyes of the Internet tour. [...]
By OPA study shows ad habits of online video viewers | 901am on June 19, 2007 3:41 pm