Online Media’s Increase in Video Use is Call to Action for Marketers
In its third annual survey of web media companies, D S Simon found that compared to last year, ALL online media categories showed growth in the use of video footage –except television websites, which seems to have topped out at 96 percent.
The 2011 Web Influencers Survey showed that overall, the use of video to cover news stories by online media websites has jumped by one- third in the last year, rising to 85 percent. Here are a few more findings in greater detail:
- Web media companies welcome eternally produced video. A whopping 94 percent of radio station websites said they use externally produced video. Magazines (93 percent), newspapers (86 percent) and web media (80 percent) followed suit. As you might expect, TV stations websites trailed behind, with just 63 percent usage of externally developed video content. As D S Simon points out, that’s likely due to their repurposing of content developed for their over-the-air and cable broadcasts.
- Most media websites include advertising. Eighty percent of media sites now sell advertising on their websites. Magazines are the most likely to monetize their sites (90 percent do), followed by newspapers (89 percent), radio (85 percent), web producers (78 percent), bloggers (72 percent) and TV (65 percent).
- Media site owners are using brand integration opportunities to raise additional revenues. Almost half (47 percent) of media websites now offer a mix of advertorial, product placement and paid content. The survey results show that magazine sites were most aggressive in this area (68 percent), followed by radio (50 percent), web producers (47 percent), newspapers (45 percent), bloggers (40 percent) and TV (31 percent).
- The trend will continue. Nearly four-fifths of respondents indicated they would use more or much more video in 2011 than they did in 2010.
- Media sites prefer fully-produced videos to other video content. Site owners preferred completed videos (57 percent) first, then b-roll footage (49 percent) and sound bites (47 percent). Interestingly, though, variations by media type were dramatic. TV sites almost universally preferred b-roll footage (98 percent), compared to newspapers who clearly preferred completed videos (71 percent) more than b-roll (29 percent).
- Earned media on a website leads to online sharing. Video content placed by companies and public relations agencies on a website have an increasing chance of being syndicated to other websites. In 2009, the survey found that 35 percent shared content. In 2010, that percentage increased to 41 percent. In this year’s survey, the likelihood of content being shared was 43 percent. Newspapers (63 percent) were the most likely media website to share content with other sites.
As Douglas Simon, president and CEO of D S Simon, concludes, these results reveal exciting openings for marketers to expand their reach.
“Given the high percentage of video accepted from external sources, this should prove to be a significant opportunity for companies, brand marketers and public relations firms to help these media outlets with relevant and quality video footage,” he said.
Naturally, a video summarizing some of the key findings of the survey is available at http://www.vlogviews.com/2011webinfluencerssurvey/.