Facebook Engagement Is On The Decline & Other Surprising Facts About Opt-In Video Advertising

By Megan O'Neill 

Today Jun Group, the leading incentivized video ad platform, has released a report on The State of Opt-In Video and Consumer Engagement, which takes a look at how advertisers are using opt-in video to drive consumer engagement.  The report showed some interesting findings—most notably, that Facebook engagement is on the decline.  Read on to learn more.

The Jun Group study is based on a sample of 7.7 million user-initiated video ad views between May and August 2012.  User-initiated views were pulled from incentivized video campaigns (i.e. viewers agreed to watch in exchange for rewards, such as virtual currency on social gaming sites or ad-free music on streaming music sites) created for Fortune 500 brands across a variety of industries.

Highlights of Jun Group’s research included the surprising fact that Facebook engagement is on the decline.  Their research revealed that, while visiting a brand’s Facebook page is still the most popular post-view activity, it has declined 9 percent over the past year.  More interesting for viewers than a brand’s Facebook page are tools like store locators, learning about the brand, and downloading recipes and coupons.

The study also revealed that shorter video is not always better.  “Conventional wisdom in the online advertising industry dictates that because today’s consumer has a short attention span, she’s unlikely to put up with longer-form ads,” says the report.  “The opt-in model, however, enables advertisers to overcome this obstacle and break through the 15-second barrier.”  Length has a lot less impact than we’ve previously thought, at least for opt in ads.  “The completion rate for ads over two minutes dips to just 87%, as compared to 98% for 30-second ads.”

Other key findings include the importance of finding the right customers (using a pre-screening question to identify a viewer’s interest makes them 13% more likely to engage with the brand post-view), the fact that the difference in engagement rates for repurposed TV commercials and content made specifically for the web is negligible, and that 18 to 34 year olds (aka Gen Y) are the least likely to engage after viewing.

Jun Group CEO Mitchell Reichgut says, “Opt-in video has long been associated with viral campaigns and flashy content, but this year’s data speaks to the fact that with the right approach, it can be used to drive real, tangible results.  Our hope is that by sharing this research we’re helping to educate advertisers and their agencies about the benefits of opt-in video and the best ways to derive tangible value from the online video ad dollars.”

Check out the full report on Jun Group’s website and let us know what you think.  Are you surprised by the findings?

Megan O’Neill is the resident web video enthusiast here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.