181 million U.S. Internet users watched more than 39 billion online content videos in September.
In September 51% of the U.S. population watched at least one video ad, and this time video ad views reached 9.4 billion. The time to extend the branded story for more than 30 seconds is here, but it is equally important to pay attention to the unique online viewing habits of this 51%. The content has to be relevant, offering information or entertainment.
- 85% of the U.S. Internet audience viewed online video
- Video ads accounted for 19.3% of all videos viewed
When the average viewer is forced to endure 60.2 ads in 30 days, the content, and the process of developing the content must include an understanding of our behavior and our needs.
Authentic content will continue to be extraordinarily successful. People love being the sacred discoverer of something new. Exploring YouTube and real-time media for the next great thing is wonderfully rewarding and immediately shared with those who have common interests.
For brands this means an entirely new experience. Allow me to share two recent examples.
The first: MIT Gangnam Style (MIT 강남스타일) uploaded just days ago, and now with more than 4 million views. You may not think of this as marketing for MIT, but it most certainly is.
Globalization will never again be…one-way!
The second: Air New Zealand’s An Unexpected Briefing #airnzhobbit- Currently more than 6 Million views. (also a great YouTube channel)
This type of content extends the brand through an experience that is emotional, and immediately shared!