Study examines overlap between TV and online video consumption

This is intended to provide advertisers with a basis for increasing the efficiency of integrated TV and online video campaigns, according to a statement. The study confirms that online video platforms are attractive complementary channels to TV, as online video consumption is booming in Switzerland. A third of all respondents watch videos on the Internet every day and around half of all respondents several times a week - more often on mobile than on stationary devices. The typical online video user is more often found in the younger and middle-aged segments and thus in the group that, as the study shows, is less likely to watch TV than older people. For advertisers, therefore, the combination of online video and TV advertising means on the one hand a significant increase in reach potential and on the other hand the opportunity to tell the recipient consistent brand stories across all channels and devices and thus throughout the day.

According to the study, the use of online video is fragmented. Youtube is by far the most frequently used service, followed by the news portals 20min.ch, Bluewin.ch and Blick.ch. However, heavy YouTubers also use almost all other video offerings on Web TV platforms such as Zattoo, Wilmaa and Swisscom TV (Air) or on news and alternative video portals in parallel and just as intensively. Low YouTubers, on the other hand, prefer video content on news portals.

Within the types of TV users studied, it can be seen that people who watch TV frequently and also people who mostly frequent private TV stations have a stronger affinity for high moving image usage on online platforms. Fans of private broadcasters prefer video offerings on web TVs, broadcaster media libraries, YouTube and 20min.ch, while the SRF media library, Bluewin.ch, Tagesanzeiger.ch and Blick.ch are popular with viewers of public TV. Low TV users are best reached with video content on Youtube, the news portals and the SRF Mediathek.

"For Mediacom, this study offers real added value. Based on the combined usage data on TV and online video, we can further optimize our detailed planning and thus increase the effectiveness of moving image campaigns," says Lennart Hintz, COO Mediacom Zurich, who is very pleased with the results. The study was conducted in the fourth quarter of 2014 via Internet survey (sample size: 1997 people) and in cooperation with D.Core, research agency for media. This and many other data new to Switzerland are provided in a freely accessible evaluation.

11 hypotheses about online video

(Based on the Swiss study by MediaCom and Stailamedia on overlaps between TV and online video consumption).
 

• Online video is a mass medium in Switzerland - 85 percent use it.
• Online video is no longer the domain of young target groups; almost all age groups use video regularly.
• Mobile usage with tablet and smartphone will overtake desktop usage by 2016 at the latest!
• Online video usage in Switzerland is very fragmented. Only YouTube and the established Swiss media brands stand out.
• Online video usage significantly increases the reach potential of moving image campaigns in Switzerland.
• Heavy use of traditional TV is often accompanied by heavy use of online video.
• Today, individual consumer segments can no longer be reached with classic TV alone.
• Relatively few users account for a large share of total video usage.
• The advantage of moving images only becomes usable for advertisers through technology: Targeting, frequency cap and user data enable effective campaigns in the fragmented moving image landscape.
• Users with rather low TV consumption are increasingly using VoD portals such as Apple TV, but also the online offerings of traditional TV broadcasters such as the SRF Mediathek.
• There is a high usage overlap among Web TV providers.