Nielsen's most recent "three-screen" report (ie, TV, online video, mobile video), aside from saying that we are watching more of everything, says that the video audience is surprisingly older than you might think.
The most ironic fact was that:
"Parents who complain about their kids spending too much time on the computer might want to check their own online time. Kids and young adults age 12-24 spent roughly 13 hours a month on the Internet. But adults age 35-55 spent roughly 36 hours in that same time."
What is additionally interesting, is that the online video audience is even older, as more than 50% of online video is watched by people aged 25 to 54. Also, seniors 65+ consumed almost 27 hours of online content, a generous portion in line with some younger demographics.
What does this mean for us? As a marketer, online video is not just an emerging medium for teens and for marketing experiments. Online video is a serious channel with eye-catching, ROI-boosting features that must be considered in the marketing mix when producing or buying media for clients.
Especially as mobile data transfers become faster, mobile video will become increasingly important to communicate marketing messages and acquire customers. Consider the possibilities of having certain video ads run on a mobile phone depending on the GPS-location of that user. You could target a video of a localized food special or car ad, offering to come in for a test drive at a dealer within a mile radius of you. Getting a video for a restaurant with sizzling images of food or a video of a new BMW driving around would be much more inticing for a consumer to try or buy the item than a simple display ad.
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