BrightRoll Reports Online Video Now a Media-Buying Staple
ADOTAS – Online video is now a staple in media-buying, reports video ad network BrightRoll in its 2011 Online Video Advertising Report. Surveys of media buyers from the last few BrightRoll reports have shown a great deal of interest in the space, but confusion over ROI and targeting abilities.
Eighty-six percent of respondents are shifting part of their display budgets over to online video, while 64% are going to shift TV advertising dollars to the channel. (Eat that, Mike Walrath!) Two-thirds of those surveyed suggested online video is just as effective if not more so than television advertising. Twenty-eight percent of respondents said they were shifting search budgets to online video, while 27% said the same for social media budgets and 26% for direct response budgets.
Twenty-eight percent of respondents said online video would see the greatest increase in ad spending in 2011, followed by mobile video (27%) and social media (25%). Forty-one percent said that targeting was video’s greatest attribute.
Buying directly from publishers is still the most popular form of buying inventory according to 52% of those surveyed. Otherwise, inventory is purchased from ad networks (31%), broadcasters (10%), portals (6%) and ad exchanges (2%).
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