Study uncovers new cohort of 'brand seekers'

The Interactive Advertising Bureau (IAB) has released “Digital Video Viewers and Brand Connection,” a comprehensive study that unveils that brands have huge opportunities to leverage original digital video (ODV) as an advertising and engagement platform, the company said.

The results show that the ODV audience, which consists of a younger, more ethnically and racially diverse, and tech-savvy demographic, is especially receptive to learning about brands they don´t know and directly communicating with them. ODV viewers also reported a higher level of brand engagement, ranging from paying a greater number of visits to a brand´s site or brick-and-mortar store to participating in more social media and word-of-mouth buzz.

Still, show reviews, print, radio, and billboard ads are also highly influential on content choice among viewers who rely on these mediums for ODV content awareness, even though they do not have the same level of reach as the top sources.

According to the study, nearly half of ODV viewers are “Brand Seekers”–a category of consumers who are likely to seek out and be open to new brands they don´t know, and be receptive to direct communications with them. They are also more optimistic about advertisements, believing they can be beneficial and fun.

The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Founded in 1996, the IAB is headquartered in New York City and has a San Francisco office.