Study: Online video surges as brand awareness technique

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Cambridge, Mass.—Nearly 60% percent of online publishers say they plan to invest more in online video in the next 12 months, and 70% will add mobile video to their marketing mix, according to a new study from online video platform Brightcove and video analytics company TubeMogul.

According to the companies’ “Online Video & The Media Industry Quarterly Research Report,” for the second quarter of 2010, more than 65% of media brand managers indicate that the primary focus of their online video initiatives is awareness, followed by lead generation (21%) and e-commerce (12%).

The report also indicates that social sites like Facebook and Twitter are growing rapidly as referral sites for online video. At current growth rates, Facebook will surpass Yahoo within the year to be the second only to Google for video referral traffic, the study noted.

The report examined about 2,000 news and entertainment websites chosen from among Brightcove customers, representing 3.4 billion video streams, the companies said.

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