eMarketer’s recent report on the use of online video by the consumer packaged goods sector has uncovered some interesting results, such as the numbers showing that people are expecting to be entertained by companies as much as they are expecting to be marketed to.
Across nearly all of the categories, entertainment rated as high as marketing (see above). Solving problems and offering incentives to buy were the highest rating expectations, on average.
The survey, conducted among nearly 600 US new media users, demonstrates the strength of online video and shows how consumers’ perceptions of marketing and advertising are changing, as the line between content and promotion becomes increasingly blurred.
“Digital video content, whether delivered through a computer, mobile phone, handheld device or TV monitor, has the potential to ignite two-way conversations between consumers and brands,” said Tobi Elkin, author of the report.
According to an eMarketer summary of the report: “Putting a hard number on the dollars spent by consumer packaged goods marketers on online video content is difficult, as outlays are not included in measures of paid advertising spending. Assessing its effectiveness is likewise a problem for marketers. The same metrics issues that bedevil marketers trying to assess the effect of online advertising on their brands also plague the ability to evaluate the performance of video content.”
Reprinted from the Zazoo blog