Maximizing the Online Video Viewer and Advertiser Experience

This study by AOL, the US internet service provider, investigates how to optimize online video, examining the difference in consumer perceptions between long and short form videos.

Maximizing the Online Video Viewer and Advertiser Experience

Cortney Henseler and Joe BlechmanAOL

Background

The rapid growth of online video threatens to displace 'traditional' video in a short amount of time, particularly among younger demographics. The universe of online video has expanded to encompass everything from network TV programs, to how-to videos, user-generated content and short news clips. Few corners of the Internet remain untouched by online video. However, the insights developed thus far are relegated to relatively limited measures such as completion rates. We set out to pinpoint the best consumer experience while maximizing advertiser value.

Optimizing online...

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