Everyone wishes they had seen Bruce Springsteen at The Main Point in Philadelphia or Elton John at the Troubadour in Los Angeles or Norah Jones at The Bitter End in New York City when they were just starting out. The fact is you have to be at the right place at the right time and if you live in a smaller market, you’re probably out of luck. That’s no longer true thanks to the many independent and mainstream online music video sites available today. The audience for online music videos is huge.
How large is that audience? Online music video sites get half a million visitors per minute worldwide. Young men are the most frequent online video viewers, but US Internet users of all ages are getting into the act.
Many online videos sites also offer lots of special features, such as social networking tools where visitors, musicians, singer-songwriters, bands and fans will create their own profile pages, upload photos, bios and video clips. They will make friends, create groups and forums, and interact with like-minded artists and fans worldwide. The social networking aspects of the online video communities bring users back day after day, with many visitors belonging to multiple sites, word of mouth pushes users’ from music site to music site looking for their next favorite song of video.
The best sites who offer online music videos offer a reliable place to go where the tools are easy to use and the sites’ content is updated on a regular basis by other users or the dedicated site owner. Some sites even offer artist interview segments which are rotated regularly.
All of this online video consumption naturally lends itself to exposure to online video advertisements. In fact, the OPA found that 80% of online video viewers have seen online video ads, and that overall, 52% took some kind of action after seeing an ad.
Actions included checking out the company Web site, searching for more information about the product featured in the advertisement, clicking the banner ad that accompanied the video, chatting up family and friends about the product and making a purchase. In other words, the OPA study would suggest that online video ads drive three primary types of actions — searching for more information, spreading word-of-mouth (online or in person) and purchasing.
Online advertisers have certainly figured out how to draw a crowd and then market their products and services directly through the same screen which provide the entertainment, which sounds a lot like TV. It seems that the behaviors associated with watching television also apply to the internet. If the content is good enough, they just might site through the commercials.
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