Dwell rates with video on a website are significantly higher. Video increases the likelihood that a site visitor will hang around longer by as much as 20 to 50%. See the table below:
So looking a video as a strategy in populating your web content makes a lot of sense. Short videos are far more effective than long ones. A summary of the study's findings include:
- Video growth has outpaced Rich Media growth by 60% in the last three and a half years.
- Video increases Dwell Rate by 20% and doubles Dwell Time.
- The ROI on video ads is double that of non-video Rich Media ads.
- Video outperforms in the news, sports, music and finance sections and lags in social networks and games environments.
- Rollover user-initiated video performs best, followed by auto-initiated video
- Click user-initiated performs worst
- Weekdays from 9am to 5pm is the users’ preferred time to watch
- An increase of video length by five seconds reduces video fully played rates by 2.8%, on average.
A recent survey done by Millward Brown and Dynamic Logic found that only 21% of the people watching DVR
playback and 30% of people watching TV airtime pay attention to commercials, compared to 46% of people watching in-stream video ads online.
So what conclusions can you draw from these research results?
1. Videos on your website work.
2. The shorter they are the more likely they will be watched from beginning to end.
3. People will pay attention to a video ad on a website far more than one on television.
4. Videos on social media sites are less effective than on your company website.
5. Videos are far more effective than static ads or display banners on websites.
6. Autoplay beats click to watch.