Digital Broadcasting Group (DBG) Study Highlights Effectiveness of Long Form Branded Video for Advertisers

New York, NY (PRWEB) January 27, 2010

Digital Broadcasting Group (DBG, http://www.dbg.tv) a full-service video network specializing in the distribution of video inventory through the DBG Video Network, and the production of original online programming, today, announced the results of their Long Form Video Benchmarks Study. The study examined the differences between long form video (branded web series) and short form video (TV spots). The study focused on two key metrics, Interaction Rate and Average Exposure Time.

DBG’s study found that long form videos had a 9.1% interaction rate across all industry verticals, compared to DoubleClick’s 3.1% average interaction rate for short form videos. Additionally, DBG’s average exposure time, which measures how long consumers watch each video, was 63.04 seconds, compared with DoubleClick’s benchmark data for average exposure for short video, which is 34.57 seconds.

“With interaction rates three times higher than the current short form industry benchmarks and video view rates almost double, long form content is a proven and powerful tool for capturing consumer exposure,” said Chris Young, DBG Chairman and CEO. “Advertisers need to take the time to create content that entertains consumers and delivers brand messages.”

Using DoubleClick’s Video Benchmark Study for the short form video data, DBG examined long form videos that were distributed across the DBG Video Network. The results highlighted the increased effectiveness of long-form video has in garnering engagement and interaction from target consumers. DBG’s 2009 Long Form Video Benchmarks were comprised of 65 videos that were distributed across the DBG Video Network, a comScore ranked video network with 108MM unique users. DBG’s average long form video length was 3:29 minutes. DBG produced an average of more than 5 webisodes per each branded content web series. For more information on DBG and the DBG Video Network, please visit http://www.dbg.tv.

About Digital Broadcasting Group
Digital Broadcasting Group (DBG, http://www.dbg.tv) distributes video inventory through the DBG Video Network, and produces original online programming. A comScore rated top 10 video network comprised of 126 million monthly unique visitors, the DBG Video Network distributes advertisers’ pre-roll inventory as well as other longer form video content across the 2,600 sites and properties that are within the network. DBG’s Emmy Award winning in-house production team produces original programming that aligns with a brand’s communication goals. DBG has recently worked with clients such as Walmart, Kimberly Clark, Unilever, TransUnion, Lionsgate, the U.S. Air Force, Moen, and Diet Coke to create and distribute branded entertainment content. The company was founded in 2007, and has offices in New York, Chicago, Dallas and Los Angeles. Chris Young, founder of Klipmart, formed DBG with Emmy Award winning writers and producers Joseph Gomes and Gregg Backer.

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