专业网络视频 VS 传统电视

【专业网络视频 VS 传统电视】1.观看专业人员制作的网络视频可以提供观众,电视无法比拟的,掌握控制权。2.电视带来的“社交感”源自物理的“共享”,同一间屋子观看同一个节目,而专业视频的“社交感”来源于分享,并由于口碑传播依赖的社交网络而存在巨大的潜力。3.专业视频时长较短,促使点击率更高。4.看电视需要更多的“投入”,而看视频则被视为一种休息。5.专业网络视频更好适应了“移动化”的生活。

 

Original Digital Video Consumer Study April 2014 

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Background & Objectives

The IAB is managing the 2014 NewFronts event, digital video’s premier showcase of new, original, professionally produced digital video content. NewFronts week is scheduled to start April 28, 2014. As part of the weeklong presentation schedule, the IAB will be releasing research that refreshes the results from 2013. The purpose is to inform the buying community about what consumers do, watch, think and feel about original, professionally produced digital video content.

New for the 2014 study, a qualitative portion was added – four online focus groups recruited from participants who were viewers of Original Digital Video in the 2013 GfK NewFronts research.

Main Objectives of the Research

  •   Size the market for original, professional online video (Original Digital Video) content relative to use of TV/Movie or Amateur video content
  •   Compare viewing to GfK MultiMedia MentorTM syndicated cross-platform measure
  •   Explore the audience experience of Original Digital Video and determine if it is as good or better

    than TV viewing experience

  •   Via focus groups, understand the “Why” behind viewing behaviors - how their experience of online video differs from TV, how it is similar, and how it fits into new viewing behaviors consumers are adopting

Additional Insights from Qualitative

Online focus groups were held with Original Digital Video users who had participated in the 2013 GfK NewFronts research. While they did not identify themselves as “followers” of any given show, their reported viewing ranged from Comedians in Cars Getting Coffee and Wall Street Journal Live to Howcast, Buzzfeed, Smosh, Vevo Certified and Vice News.

  1. Viewers described their perceptions of original digital video as growing more favorable over the last year.
  2. TV and original digital video were seen by viewers as “filling different niches”.
  3. Viewers described the experience and mindset surrounding TV as a “commitment” while those of original digital video viewing were described as “a treat” and “a break.”
  4. Original digital video is associated with a sense of control that viewers don’t find with TV.
  5. Viewers describe watching TV as "social" mostly because of co-viewing in the room; original digital video is social because it is so often shared - the latter is potentially much more powerful because of network effects.
  6. The unplanned journey & spontaneous nature of the original digital video viewing experience is very different from that of TV.
  7. The shorter length of original digital videos make them more likely to be viewed during quick snatches of the day than streamed TV programs.
  8. The benefit to original digital video being online is that viewers are often already online, and turn to them for a break, a distraction, a treat.
  9. Original digital video viewers find the ability to opt out after 5-10 seconds or choose the ads they watch as positives in their viewing experience (in numerous quant surveys in recent years, GfK has found that 2/3 to 3/4 of viewers find that ads take away from their enjoyment of content, whether it’s regular TV or online video).
  10. Many viewers describe their lives as becoming more “mobile” & original digital video fits in well to that behavior.

http://www.iab.net/media/file/GfKIAB2014OriginalDigitalVideoReport.pdf


1 条评论

  1. zhangwenyuan说道:

    感谢分享http://weibo.com/1711479641/B5kW0f8D9?mod=weibotime



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