The online video market is growing exponentially. By 2012 the U.S. online video audience alone will reach 190 million, almost 88% of the country’s Internet user population, according to eMarketer estimates.
“As with most everything else online, where the eyeballs go, advertising follows,” say the eMarketers.
In just the next four years, online video ad spending is predicted to reach almost $6 billion. Driving the incredible growth is more trust in video content and larger advertisers entering the online video market.
“The use of videos for advertising online is unquestionably growing—except among B2B marketers. They face a huge hurdle. Most of their targets—businesspeople—don’t have audio turned on in the office. Talking heads or voiceovers that no one hears are not very effective.”
The solution? Captions.
PLYmedia, a provider of closed-caption solutions, studied user response to videos where subtitles and captions were included on online videos. Overlaying subtitles and captions increased the amount of time users spent watching videos by almost 40%.
Additionally, videos that had subtitles were watched 91% to completion, compared with 66% to completion for videos without subtitles.
“As more and more online video is consumed in an increasing variety of settings—from office environments to noisy bars to mobile phones—it makes sense to add closed-captioning and subtitling features to digital video files,” said Paul Verna, eMarketer senior analyst. “These enhancements expand opportunities for viewers to enjoy online video, even when it’s impractical for them to have the sound turned on.”
Read the full eMarketer article.