Thursday, October 05, 2006

Video in Social space needs contextual relationship

Forrester Research has just released a comprehensive study examining online video consumption and the effectiveness of online video advertising. For those of us trying to figure out how online video advertising will work, this is a very valuable report (see BeetTV for more info)

Senior Analyst Brian Haven speaks with Beet.TV from his Cambridge, Massachusetts office. His take on the nascent online video advertising space is both optimistic and harsh. He writes that video ads seen on clips as "pre-roll" don't yet resonate with consumers: they don't notice the ads, don't interact with them and are fairly negative about ads that interfere with their viewing enjoyment. He says that 82 percent of consumers say that ads within a video clip are "annoying."