Today, when a viewer opens a web page that interests him or her, what would that person access for the information desired – a complex story or a 30-second video? The answer, of course, is the 30-second video.
EFK grasped this trend in its early stages and our clients have benefitted. In 2013, for Kean University, we traded cookie-cutter websites for responsive and media-rich design to engage new millennials. The influx of video produced a 22 percent increase in page views, a 33 percent increase in time a viewer spent on the site and a 36 percent increase in unique visitors.
This approach went into the design of the Lake Erie College of Osteopathic Medicine (LECOM), the largest medical school in the United States, and the global rebrand of Prince Tennis, achieving similar results for both brands
The web as we know it is becoming a video-centric media. Online video ads are one of the fastest-growing ad mediums, far outpacing growth in spending on television and other digital formats. The same is true with both traditional, over-the-air, and cable television networks, reacting to more on-line only viewers.
Daily mobile media usage (smartphones and tablets) has increased by 60 minutes since 2009, more than any other major medium. Daily online usage via the personal computer has increased by 27 minutes over the same time span, and daily TV usage has risen by 11 minutes, according to eMarketer. Such video is the only media to grow in usage since 2009 and is the reason overall media usage is increasing.
The age-old saying is a picture is worth 1,000 words. With the web today, a 30-second video is worth 900,000.