Consumers take online video over TV
Posted: May 16, 2012 | 9:14 ET by Tessa Wegert

Nearly 90 percent of Canadians watch online video at least once per week. This is just one of the staggering statistics from Ipsos MediaCT's new Canada Video Study. According to the report, one in four Canadian consumers now watch more online video than they do TV, but the pastime isn't passive; after watching, 18 percent search online for further information, 15 percent talk to others about what they've seen, and 13 percent forward the video on to their friends.



This evidence of online video engagement is emboldening video ad spending – estimated to increase by over 67 percent this year to reach more than $141 million CAD – as well it should. It's clear that consumers view video with a keen eye. Maybe that's a byproduct of having to actively seek out what they're looking for, which can take considerably more effort online than simply turning on a TV. Maybe online offers the opportunity for more attentive viewing, while TV and mobile multitasking, also on the rise, distracts from the content at hand. What we know for certain is that watching online video is becoming routine, and that this bodes well for digital marketers for whom it represents a progressively appealing ad format.

There are sundry ways to harness online video for your campaign needs, but only a few hard and fast rules: make branded videos easy to share, make them short, and make sure they're of value to the consumer. Canadians are hungry for online video content. Make yours right and they'll watch.




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Tessa Wegert is a veteran media strategist with a background in media planning and buying, content development, ad copywriting, and campaign management. As a prominent industry writer she has been covering digital marketing and technology for leading newspapers and trade publications for over a decade. Connect with her on Twitter (@tessawegert) and LinkedIn.
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