7 Lessons From Established Online Video Viewers
Rob Davison 01 May, 2018 at 01:05
The online video industry is rapidly maturing, yet marketers’ understanding of viewer behavior is still nascent. A decade-plus of constant transformation and audience growth has trained the spotlight on prognostication rather than empirical learning; as a result, enthusiasm over what might happen often impedes our understanding what already is happening.
Driven by a desire for deeper understanding of contemporary adult viewing behaviors, the video strategists at global advertising agency Ogilvy partnered with online news leaders The Young Turks (TYT) to study how established audiences consume online video content and advertising. The result is the new paper 7 Lessons from Established Online Video Viewers.
The research challenges many accepted norms and illuminates a path forward for both brands and creators. Viewers do not just watch video in a one-and-done fashion. They stitch together viewing sessions that frequently last an hour or more, custom-curated by their own choices made on the fly. Perfecting the role of advertising in long, cross-platform sessions is quite different than just running a pre-roll unit.
7 Lessons from Established Online Video Viewers demonstrates that a new way of thinking is required to reach the deeply established viewers. From creative preferences to content and advertising formats, a full reset of conventional wisdom is required.
Click here to download the paper from Slideshare. Watch the launch event featuring TYT’s Deanne Brown and Cenk Uygur below: