Despite an increase in online video usage, many advertisers struggle to connect with consumers via online video advertising campaigns, according to Nielsen Global Multi Screen Survey.
More consumers in Asia are demanding online videos due to anywhere, anytime delivery of media content but digital consumers still don't trust online video advertisements.
The Nielsen Global Multi-Screen Report is based on a survey conducted between 31 August and 16 September 2011. A study of the media habits of online consumers both in Asia and globally, found that only 33 percent of Asian digital consumers trusted online video ads.
Also, only 36 percent of the respondents said the messages delivered via online video advertisements held relevance when they were searching for product information.
"Online video advertising is the new frontier for agencies and advertisers," said Kerry Brown, Nielsen's APMEA Region Cross-Platform Audience Measurement director.
"The platform provides a unique opportunity to engage with consumers, but the messages need to be relevant and capture Web browsers' attention. With surging consumer participation, online video advertising is becoming an important consideration in companies' advertising schedules."
New frontier for agencies
The Nielsen Global Multi-Screen Report also found that about four in five (80 percent) Asian consumers viewed online videos in the past month. This is up five points since 2010 and six points higher than the global average of 74 percent.
Of those surveyed, 68 percent reported to view online videos at least once a week, up from 63 percent in 2010.
The Philippines has been identified as the most prevalent Asian country for frequent video consumption with 82 percent of online consumers viewing video content at least once per week.
"The growing popularity of online video content can largely be attributed to increasing Internet penetration and ownership of connected devices, and consumers seeking out more on-demand media content," said Brown. "Today's consumers have access to media content across a multitude of screens and in numerous environments and, as a result, are becoming accustomed to accessing media anywhere, anytime."