Psychology of Advertising: Online Video Advertising Coming of Age

Thursday, July 18, 2013

Online Video Advertising Coming of Age

ComScore has just released its latest online video rankings showing 183 million Americans watched online videos more than 44 billion times in June. And, for the third month in a row views of online video advertising surpassed 20 billion.

I’ve made chart showing these results for all the ComScore monthly reports so far this year. You can see the upward trend for viewing of both advertising and non-advertising videos.

Here is a chart showing the advertising video viewing share out of the total views of all online video (advertising and non-advertising).

My chart indicates that online advertising videos are coming of age as a media factor. Next month online advertising videos may reach the marker point of one-third of the entire realm of online video viewing in the United States.

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Important Readings For You

Eighmey's journal articles on Internet advertising place him among the 10 most widely cited on the subject. His path-making article "Profiling User Responses to Commercial Websites" (see Journal of Advertising Research, March 1997) has been cited in more than 783 scholarly articles and books.

For a conceptual and data-driven analysis of youth values and the propensity to act on values, read Eighmey's article "Why Do Youth Enlist? Identification of Underlying Themes" in Armed Forces & Society, Vol. 32, No. 2, (January, 2006).

Read "Harlow Gale and the Origins of the Psychology of Advertising" in the Journal of Advertising, December 2007 for historical perspective.

For the big picture read "The Psychology of Persuasion: Perspectives for Theory, Research and Application in a Diverse World." A book co-authored with Osei Appiah and published by Cognella, 2011.

For 450 print ads that bring to life Advertising and American History, scroll down to the link featuring the original ad for Oreo cookies. Why not check out all the other links, too.