Online video platform Brightcove, and TubeMogul, an online video analytics and advertising platform, have published the Online Video & the Media Industry Quarterly Research Report for Q2, 2010. The report examines online video discovery, usage and engagement data from a sample of nearly 2,000 news and entertainment websites, representing 3.4bn video streams. 

One section of the report looks at brand’s use of online video for marketing purposes, and  finds that brand marketers are planning to increase their investment in online, including mobile, video.

While almost 60 per cent of respondents said they plan to invest more in online video in the next 12 months, 70 percent said they plan to add mobile video to their marketing mix during that period.

More than 65 per cent of brand managers said that the primary focus of their online video initiatives is awareness, followed by lead generation (21 per cent) and e-commerce (12 per cent). 

Consumers who find marketing and e-commerce video via Facebook and Twitter have the longest viewing times (1:24 minutes and 1:18 minutes respectively), while traffic originating from Yahoo! search (0:52 minutes) and display ads (0:52 minutes) tied for shortest.

The report also reveals that online video consumption grew across media websites during Q2, with a 2.8 per cent increase in unique viewers, and consumers watching 11 per cent more videos than in the previous quarter.
Another notable finding is that referral traffic for online video from Facebook and Twitter is growing faster than from traditional search engines. At current growth rates, Facebook will surpass Yahoo! within the year to be second only to Google for video referral traffic.

You can access the full report here.