MERCADEO Versión en español
Survey published by eMarketer says that consumers prefer branded content video
Patricia Molina| 25 de agosto de 2014
Encuesta publicada por eMarketer asegura que consumidores prefieren contenido de marca en video
According to Visible Measures, the commercial videos of brands reached about three billion views in the second quarter of 2014, compared to almost two billion in the first quarter of this year, and slightly more than one billion in the same period in 2013.However, results of a survey conducted by Levels Beyond in June 2014 revealed that the videos of the brands still have a long way to go while marketers must catch up with the demands of consumers.Consumers were enthusiastic about brand videos; 59% of American adults said Internet users see these videos when they visited the website of a brand. Also, 40% of respondents preferred to see the video content instead of reading the same information.But despite the interest of consumers, 75% of marketers said US video production (besides commercials) was not a priority, and nearly half said they do not intend to increase their efforts this year. Furthermore, 53% of marketers do not believe that consumers want to watch videos of brands. Levels Beyonds report also registered that the informative or entertaining videos are the most popular among viewers. Video tutorials were cited by 67% as the best alternative to watch on the internet.
