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Consumers 'expect' online video productions Expert says e-commerce sites need to include video to meet consumers expectations.
The ubiquity of online video productions means that consumers now expect to see them on websites, it has been claimed.
In an interview with eMarketer, Justin Foster, founder and president of the trade body Video Commerce Consortium, said that there had been a steady increase in demand for online video in recent years.
He told the digital marketing research company that consumers are becoming used to turning to the internet for video through sites such as YouTube and Hulu.
"Consumers increasingly expect to see video as part of their online experience," commented Mr Foster.
This is having an impact on the way e-commerce sites do business, he argued.
"There is a realisation that in order to not simply provide a differentiated shopping experience, but just to keep up with what consumers are expecting from their online experiences, the video needs to be incorporated," he said.
Advertisers too are beginning to realise the potential of online video to reach customers.
A recent poll of industry professionals by advertising network Bright Roll found that 56 per cent of respondents stated they view online video marketing as either "more effective" or "much more effective" than other forms of advertising.
Posted by Anthony Roberts
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