看完视频广告后用户都去了哪里

emarketer的数据显示,在美国,人们看完世界500强企业的视频广告后,有31%的访问品牌的Facebook主页,28%的用户会访问官方网站,21%的用户会重看视频,17%的用户会点击其YouTube页面,另外还有很少一部人会访问其微博。可见,企业必须保证其在互联网上的每一个平台都很完美,才能不至于失去消费者。

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Spending on online video ads is growingquickly, and marketers are finding the ads good for branding, typically sendingviewers who show interest to the brand’s owned media properties.

 

According to research from opt-in videoplatform Jun Group, a visit to a brand’s Facebook page was the most commonaction taken after watching an online video ad, at least for US viewerswatching an opt-in ad from a Fortune 500 brand. Clicking through to a sitefollowed close behind.

 

Overall, engagement rates with video adshovered between just under 3% and 4.5%, with videos between 30 and 60 secondslong performing best. Videos both shorter and longer than that sweet spot hadlower engagement rates, though the shortest videos had the highest completionrates.

 

Jun Group found women were slightly morelikely to complete video ads than men, at 3.31% vs. 3.17%, while the youngestinternet users and the oldest internet users had the highest completion ratesoverall, at 3.44% among 12- to 17-year-olds and 4.35% among those 55 and up.

 

Other research has found the length of thecontent that advertisements are paired with can have more of an effect on videocompletion and interaction rates than the length of video ads themselves.FreeWheel found that long-form content of 20 minutes or more had video adcompletion rates of 91% among US-based audiences in Q2 2012, compared with 80%for midlength content and 69% for videos 5 minutes long or shorter. VINDICOsimilarly found 91% completion rates among the US audience when video appearedwith long content, vs. 73% completion for short content.

文章名称:Videos Send Viewers to Facebook Pages
文章来源:emarketer
文章链接:http://www.emarketer.com/Article.aspx?R=1009447


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