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Online Video Now Playing in the C-Suite

January 4, 2011

Online video is becoming more important as a source of business information and as a driver of work-related buying decisions among today's senior executives: 83% are watching more online video today than they were a year earlier and 65% say they have visited a vendor's website after watching a work-related video, according to a survey from Forbes Insights.

Work-related video is driving other actions among surveyed senior execs, such as conducting online searches (53%) and making purchases (42%).

Younger executives (up to age 40) are more engaged with video, showing a higher likelihood to make a purchase (51%), call a vendor (45%), and respond to an ad viewed on YouTube (46%).

Below, other findings from the study titled Video in the C-Suite, conducted by Forbes Insights in association with Google.

Senior execs are turning to video more frequently: 75% say they watch work-related videos on business-related websites at least weekly; more than one-half (52%) watch work-related videos on YouTube at least weekly.

Moreover, senior execs are open to video ads: 66% say they notice ads that run alongside videos and 68% say they are comfortable watching in-stream ads. Video-friendly younger execs are even more comfortable with such ad formats (79%).

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  • by Forbes Insights Tue Jan 4, 2011 via web

    To download the complete study:

  • by Zak Pines Tue Jan 4, 2011 via web

    Great research. We find that online video vignettes are a key way to communicate when salespeople 1) need help delivering a complex message; 2) the message should be in another voice e.g. voice of the customer, voice of the executive, voice of the subject matter expert and 3) when you can't reach your audience -- attach a video vignette to an email.

    We call these "Second Voice Vignettes" -

    We have also created a general resource around online video vignettes -

  • by Barry Tue Jan 4, 2011 via web

    These numbers look very suspect to me. 45% of C-Suite executives watch video ON FACEBOOK on a WEEKLY basis?
    I'd bet a year's salary that's not really the case. Would be interesting to see how survey questions were worded. It might be that 45% watch some sort of video on Facebook (though even that seems like a lot). Maybe 45% watch business video on some site at some point, but not realistic to think that almost half of executives are watching biz -related video on Facebook on a weekly basis. I'm a very active social media user and would bet I watch biz-related video on FAcebook no more than a couple of times per year.
    Doesn't make sense to me.


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