59% of executives watch video first on websites

New research reveals that online video is the key feature that will grab attention on a webpage, with more than half of US executives (59%) indicating that they would watch a video rather than read text on the same page.

Findings from the Forbes survey featured in e-Marketer this week offer advertisers an insight on key trends and how marketers can make the most of the “fastest-growing digital ad format”.

Apparently, according to the Forbes survey, executives in older age-groups are less tolerant of in-stream ads accompanying a video, although younger executives are more comfortable with the format.

In light of the findings from the Forbes survey, figures from Ad-ology’s “2011 Small Business Marketing Forecast” indicate that small businesses are increasingly likely to utilise online video, although the survey also indicates a lack of skills in the area – 22% said they were frustrated with trying to understand online advertising.

eMarketer suggests that marketers should focus on their target audience and decide how a video format will help a company’s message come across. According to about.com, ads which show how to use a product are the most popular (in electronics) and informative videos also appealed to older target groups.

The article recommends that small businesses should use an ad network which features in “comScore’s top-10 of online video properties” to place ads – for example Tremor Media, adap.tv, BrightRoll or Nabbr . Other sites included Microsoft, CBS, Google and AOL.

Full eMarketer article here