Visible Measures Research

The online video campaign for the 2012 presidential cycle has been just as fierce as the TV and ground battles. Online video offers more flexibility than television for the campaigns to attack and respond to real-time events. Instead of ads interrupting voters while they’re watching TV, or being skipped over with the help of DVRs, voters are actually choosing to watch presidential ads and content in online video.

In this report, we look at the overall viewership trends in online video, dive into how each party is generating views, and look at who the biggest contributors have been in increasing visibility for online audiences.

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Over the past few years, social video has been one of the fastest growing advertising industries. 2011 was no exception. By the end of 2011, consumers had chosen to watch ads over 5.6 billion times. These are active, lean- forward, user-initiated views where a real person needs to press the play button with the intention of watching an ad. Audiences are directly responsible for 1.5 billion of these views for brand marketers by copying, mixing, mashing, spoofing, and reposting their ads across the Web. In all, social video views nearly doubled in 2011.

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How often do you click away from online videos while they're playing? Well, you're not alone. This behavior is called viewer abandonment. To reveal its effects on short form online video content, we analyzed over 40 million videos, which have generated nearly 7 billion views in aggregate. We reveal our compelling findings in the Research Brief.

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To help you better understand how you can use Share of Choice to understand and improve your brand's industry position, we've published a sample Share of Choice report: How Apple Reset The Mobile Tech Category in Social Video and What We Can Learn From It.

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