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BizReport : Advertising archives : April 26, 2010

Study: Half of marketers believe video is more effective

The latest Online Video Advertising Report, from branded video ad network Brightroll, indicates satisfaction and motivation in the video ad space. Researchers found that online marketers are increasingly turning to video advertising to reach out to and engage with consumers.

by Kristina Knight

brightroll.gifThis is the second year for the study.

The report indicates:

• 56% of executives and marketers believe video advertising is 'more effective' or 'much more effective' than alternate ad forms
• 54% will spend the majority of video ad budgets on interactive pre-roll
• Branded entertainment (20%), consumer content/webisodes (15%) also rate as top options
• 32% believe video targeting is the most valuable asset
• 10% say they use online video because it is cheaper than television (10%) and because they can reuse creative (10%)

Looking ahead through 2010 94% of those currently investing in the video ad space plan to increase their video spend. Why increase video advertising? Most executives and media buyers (83%) said video advertising gives them great value for the ad spend because of the ability to target ads, the lower ad rates and the inventory available to marketers.

Another plus? A recent comScore report indicates that consumers are more tolerant of online video ads than ads on television. The report found that for every hour of online video watched, consumers were willing to view six or seven minutes of advertising.

BrightRoll's ad network reaches about 54 million unique viewers each month.

Tags: BrightRoll, comScore, online video, pre-roll video, video ads

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  • Great information, clearly pre roll is getting the majority of the dollars right now but I am glad to see the support for branded entertainment and content. Product placement is the next frontier and is softer integration and often even more effective with the the ad-fatigued US audience. More organic connection between the brand, viewers and content.



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