Tuesday, June 15, 2010

The Burson-Marsteller Blog: Burson-Marsteller Study: Brands Missing Online Video Opportunity in Australia

Online video is one of the social media tools that has grown exponentially in popularity and influence over in recent years. However, a new Evidence-Based study conducted by Burson-Marsteller Australia found that more than half (65 percent) of the advertisers and brands surveyed did not have any branded video channels on the main social video sharing sites (YouTube, Metacafe, and Vimeo). Of the platforms, YouTube was the preferred digital platform, hosting 98 percent of the channels studied.

The study surveyed 101 non-governmental advertisers and their key advertised brands as determined by the 2009 Top Media Advertiser's Report of The Nielsen Company. These advertisers were specific to Australian brands and focused on social online video sharing as a means of consumer outreach. This suggests that many advertisers are missing out on opportunities to connect with their audience in their preferred medium – the average online Australian spends 6 hours and 52 minutes in social media every month according to a 2010 Nielsen study, and Australia was identified as the third largest video-viewing market in the Asia-Pacific region by comScore in April 2010

See study results below....slideshow here @ The Burson-Marsteller Blog

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