Consumers Shout ''I Want My Online Video''

Burst Media Finds Online Video Popular Across All Segments
BURLINGTON, Mass.--(Business Wire)--With the Hollywood writers' strike entering its third month,
consumers may soon tire of reruns and reality programming and look
toward the Internet for entertainment content. The Internet is well
prepared for this attention with increasing amounts of online video
content available to satiate consumers' appetite for sight, sound and
motion.

To better understand consumers' appetite for online video content,
Burst Media, a leading provider of advertising representation,
services and technology to independent web publishers, conducted an
online survey in December 2007 of 2,600 web users 18 years or older.
The survey found that seven out of ten respondents (72.1%) have viewed
online video content. The Burst survey also found that online video is
not only the domain of the young but that a majority of all age
segments have watched online videos - including over half (58.6%) of
respondents 65 years and older.

The Burst survey also found that nearly three out of five (58.8%)
respondents view online video content at least once a week. Men are
significantly more likely than women to view online video content over
the course of a week - 67.6% versus 49.4%, respectively. The eyeballs
truly glued to online video are 18-24 years old men, of whom one-third
(33.7%) watch some type of online video content daily.

The Burst survey also revealed several interesting findings about
consumers' online video viewing habits:

-- Professional Video Beats User Generated Video in Popularity:
News clips are the most popular online video content (44.4% of
consumers). Other types of video content watched include:
music video (37.5%), comedy video (35.5%), movie
trailers/advertising (33.7%), TV show video/clips (33.1%),
entertainment news (29.9%), sports/sports news (21.8%),
instructional video (19.2%), political videos (15.3%) and
cooking videos (9.0%). Surprisingly, user generated content
ranks very low (15.4%) with online audiences.

-- For The Young Crowd, Entertainment Rules: The Burst survey
found significant differences between age segments and the
types of online video content consumed. Music videos literally
rock with respondents 18-24 years, as over half (53.1%) say
they seek it out online. Music is followed closely by comedy
video (46.9%), TV show video/clips (44.4%), and movie
trailers/advertising (43.0%). Entertainment is also the most
popular video content viewed by respondents 25-34 years.
Beyond the age of 35 years, respondents clearly make news
their leading choice of video content.

-- Good News: Consumers Remember Seeing In-Stream Ads in Online
Video: The Burst survey revealed that more than half (53.6%)
of online video viewers recall seeing in-stream (pre, mid,
post-roll) advertisements in content they've watched. However,
advertising placement in online video is not met with
overwhelming consumer approval. In fact, the Burst survey
revealed that three quarters (78.4%) of respondents say
in-stream advertisements in online video are intrusive; and
one-half (50.4%) say advertisements in video content disrupts
their web surfing experience. Women are more likely than men
to say advertisements in video content disrupt their web
surfing experience, 53.1% versus 48.1%.

-- Bad News: Half Stop Watching Video Content if an Ad Appears,
Or Worse: The Burst survey found that one-half (50.7%) of
respondents stop watching an online video once they encounter
an in-stream advertisement. Ominously, 15.3% of respondents
report they immediately leave the website once they encounter
an in-stream advertisement in an online video. In regards to
advertising effectiveness, in-stream advertising in online
video does not always make a lasting impression. In fact,
two-thirds (69.1%) of survey respondents say they pay about
the same or less attention to in-stream video advertisements
than they do to standard creative units on the same page.

-- However, Some Segments Admit Recall of Ads Placed in Video
Content: For marketers looking to reach the
college/young-adult segment, advertising in online video
content might be quite effective. The Burst survey found that
respondents 18-24 years are the most tolerant of in-stream
advertisements with over one-half (57.6%) saying they will
watch an advertisement in an online video and 38.5% saying
they pay more attention to in-stream video advertisements than
they do to standard creative units.

"Online video is clearly in demand by web viewers," said Jarvis
Coffin, CEO of Burst Media. "However, marketers need to tread
carefully with online video advertising. It's pretty clear from our
research that most online video consumers are not yet willing to sit
through advertising to get the content they seek. For online video
advertising to be truly effective, advertisers must approach it with a
consumer's mindset, and recognize that what might be right for one
segment could fail with another."

About Burst Media

An online media and technology company founded in 1995, Burst
Media (www.burstmedia.com) is a leading provider of advertising
representation, services and technology to independent Web Publishers.
Burst Media levels the playing field for these independent web
publishers and enables advertisers to reach finely segmented, engaged
consumers as they visit Burst's extensive number of interest-based
sub-channels. Through its Burst Network and Burst Direct offerings,
the company represents the broadest and deepest number of
interest-based websites online. Burst also markets its ad management
platform, AdConductor (TM), which empowers content web sites, online
ad networks, and web portals to manage the complete process of ad
sales and service. Burst Media is headquartered in Burlington,
Massachusetts, with offices throughout the United States and in
London, UK. For more information, visit www.burstmedia.com or call
781.272.5544.

Kel & Partners
Laura Ackerman, 508-366-2099, ext. 125
laura@kelandpartners.com

Copyright Business Wire 2008