Burst Media’s Online Insights study, released today, charts the growth in broadband video viewing and the awareness of broadband video advertising.
The study, based on a survey of 2,600 online respondents, found that 69.5 percent of the respondents view video content on the Web. Men are more likely to view video content than women, 76 percent to 60.2 percent. Respondents 35-44 years old and 45-54 years old were as likely to view videos as 18-24 year-olds.
The study also found that 63 percent view videos at least once a week and 72.9 percent do it at home.
The most popular video content is news clips, followed by movie trailers, comedy, music and TV shows.
The important advertising information contained in the study is that 56 percent of viewers recall seeing ads in the content they view and 52.7 percent say they continue watching video content once they see an ad, while 40.4 percent say they stop watching. The other key point is that 25.7 percent of the respondents who recall seeing ads in the video content say they pay more attention to the ads than to standard creative units on the page. But 77 percent of the respondents said ads in online video are intrusive and 62.2 percent said they disrupt their video viewing experience.
Burst Media is an online ad network based in Boston.
Craig Henighan Sounds Off On “Deadpool & Wolverine”
Hollywood lore has it that character actor Edmund Gwenn--while on his deathbed--quipped, “Dying is easy, comedy is hard.”
The second part of that darkly witty utterance remains all too true today as Craig Henighan--a Best Achievement in Sound Mixing Oscar nominee in 2019 for Roma--can attest in that he had to grapple with the sonic of being comic for this year’s box office hit, Deadpool & Wolverine (20th Century Studios/Marvel Studios).
The degree of inherent difficulty was ramped up even further because Deadpool & Wolverine had to seamlessly bring together high action-adventure exploits with moments and dialogue that tickled the funny bone. There’s a mesh of humorous banter--a staple of the franchise--along with major spectacle replete with explosions, fights, an impactful score and off-the-wall musical numbers.
Henighan explained that among the prime challenges for him from a sound perspective was having to make sure every joke landed within the construct of a superhero film. The tendency for a tentpole movie of this variety, he noted, is to gravitate towards big, loud audio spanning music, dialogue and sound effects. But the unique comedic element of Deadpool & Wolverine necessitated that re-recording mixer and supervising sound editor Henighan strike a delicate balance. “You need to get out of the way for the comedy,” he related. The jokes in a superhero film become “a real dance” as Henighan had to establish a rhythm that did justice to both the comedy and the action as the narrative moves back and forth between them--and sometimes the funny and the high energy, high decibel superhero dynamic unfold simultaneously in a scene or sequence. The “sonic fabric” has to... Read More