The numbers of those who interact with video ads is high, said a study by the Online Publishers Association and Frank N. Magid Associates. Some 40% of video viewers have clicked on an accompanying link or visited a Web site mentioned in the video.
Among actions taken, 50% of heavy viewers visited a Web site mentioned in the video, compared with just 40% of total viewers. Up to 45% of heavy users looked for more information on an advertised product by querying a search engine; only 33% of total viewers did so.
Clicking on a link is less popular, even among heavy users of video, with only 20% doing so, vs. 17% of total viewers. Finally 20% of heavy users took no action, and 31% of total viewers did nothing.
Online video viewers are frequent consumers of multiple media. Ninety-one percent use the Internet for e-mail, IM or chat, while 84% use the Net for purposes other than communication. Some 59% read newspapers online; 48% watch videos or DVDs; 46% read magazines; and 43% play online video games.
The research, conducted in February surveyed 1,241 Internet users representative of the U.S. population, ages 12 to 64.