When you take a good, long look at the following data, you may doubt the headline of the article.
Yet even though people who click on online video ad formats tend to be younger and lower income, accoring to a new iPerceptions study, there still holds promise for marketers.
One, this measures online video as an advertising tool, not a marketing tool (if you don’t know the difference, call your college and tell them you’re coming back). So you still need to look for ways to incorporate online video into an exciting, buzz-generating strategy that engages, educates and/or stimulates cutomers.
Two, online video scored higher than “popular” (among marketers, it seems) interactive and interstitial ad units. I know the big brands like to drop flashy interstitials all over the page (and they have their purpose), yet the study results show that video units entice more clicks.
Lastly, this clearly reflects the acceptance of online video by younger customers. So not only does it validate video if they’re your target now, surely as the younger crowd morphs into the older crowd they take their media preferences with them.
So learn more about and embrace online video — then charge ahead and start using it.