Consumers who watch online videos are more likely to make purchases

Brands are increasingly incorporating online video to their multichannel marketing campaigns, and with good reason. Shoppers who view online videos are more likely to make purchases, indicates a new report from comScore.

Consumers who view videos on websites are 64 percent more likely to buy something from the site, and they also tend to spend more time (up to two minutes) on webpages per visit. Additionally, 96 percent of shoppers who make online purchases have watched online video before.

For advertisers, online video is also able to influence shoppers' buying decisions. According to comScore, 63 percent of total U.S. internet users are reached by video advertising. These consumers account for 83 percent of online sales, making them highly valuable targets.
The source notes, however, that not all video sites hold the same influence. Social video sites, such as YouTube, can help drive sales more than other sites.

Many marketers are increasingly incorporating videos into their digital marketing campaigns. For example, the Hallmark Channel will promote Martha Stewart's new show using both traditional television spots and online video ads.

Provided by RICG- August 2010