There appears to be a significant disconnect between the amount of time consumers access online ad-supported content and the actual ad dollars being spent on that support, a survey by the Online Publishers Association survey. OPA found that when it comes to spending time using ad-supported media, consumers devote 17 percent of their media diet to online content, while advertisers spend only 8 percent of their media budgets in that same area.
At a luncheon held at the offices of the Magazine Publishers of America in NYC, Pam Horan, OPA’s president, presented findings from various studies done over the past two years of detailing the value and reach of online content, meant to serve as a call to arms for the industry to tie the print functions and Internet functions more closely together. One study looked at 350 individuals of varying demos from the Indiana cities Muncie and Indianapolis so it could focus on “average Americans” and not media-centric east and west coasters. And because of the lack of solid metrics for other media besides online, the study relied on observation and interviews with the subjects. The key findings included:
—In spring of 2005, 5 percent of those surveyed watch online video daily (Horan added this is likely up to 15 percent today) while 24 percent view Internet videos at least once a month
—Over 25 percent access news and entertainment videos weekly
—16 percent of all web use occurs while viewing TV, suggesting advantages for further integrating online and print content/advertising efforts
—Video ads tend to influence brand awareness and message association by a ratio of 9 to 3 versus flash ads, although the latter, for reasons that couldn’t be explained, tended to ultimately drive purchasing intent by a ratio of nearly 3- to 1.
Afterward, Horan noted the tremendous changes in online video since most of the studies were completed, such as much greater use of YouTube today than even a year ago. “The purpose of the presentation was to show the media consumption habits of average Americans and how sophisticated their use of the Internet has become…We can’t get this kind of data on an everyday basis, but it certainly helps point the way in terms of how to engage consumers through multi-platforms.”
Related:
—OPA Says Its Research Show Visitors To Branded Site More Active Than Portals