An interesting study has been flagged up by Francois Nel, project leader on the annual Preston Report news site audit, on the increase in user demand for online video content.According to Ad Week, polling for the report - conducted amongst eight to 64-year-olds by Metacafe (whose Web site is devoted to professionally made video) and research/consulting firm Frank N. Magid Associates- found 50 percent of Internet users saying they watch online video at least once a week, up from 43 percent saying so last year. Thirteen percent said they watch on a daily basis.
There's good news in the report for advertisers too, with forty-eight percent said they find ads in online videos "just as acceptable as ads in TV shows," and another 7 percent find them "more acceptable."
The demand isn't simply for funny YouTube home-video clips either, with 75 percent saying they watch professionally-produced content.
"As online video evolves, we can expect to see more professional and exclusive online-video content created specifically for the Web," Erick Hachenburg, Metacafe's CEO, told Ad Week, including "more creative ads and more immersive experiences that allow brands to more effectively reach the highly fluid, empowered and engaged consumer."
He continued: "we will also begin to see the lines blur between online video and TV, which will create a tighter integration of content across media channels."
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