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BizReport : Advertising archives : November 02, 2010

BrightRoll: Video ads outpacing other online categories

New research from online video advertising hub BrightRoll may be a vote of confidence for the video advertising sector. According to researchers online video ads are outpacing other online ad categories by as much as 25%. With more consumers turning to online video content, it seems that advertises are following and finding what they want: engaged consumers.

by Kristina Knight

Researchers note that advertisers in the video space continue to push money into the category because of the interactivity and engagement percentages. Nearly two-thirds (63%) of advertiser respondents report being optimistic about the future of video advertising based on their initial impressions and experiences with the medium.

Researchers further found:

• 20% of video ad space is sold via ad networks
• Most publishers report they are VAST (78%) or VPAID (69%) compliant according to IAB guidelines
• 94% use pre-roll ad space because it 'meets or exceeds' their expectations
• 32% prefer video because of the targeting capabilities
• 73% use content based targeting while 61% prefer 'deep geographical' targeting options

"As consumers continue to move online and engage with video, advertisers are being forced to respond in kind and to shift campaign dollars. What they're finding is that online video offers advantages like interactivity, targeting and verifiable reporting that print and broadcast simply don't," said BrightRoll CEO Tod Sacerdoti. "Online video is poised for continued growth, adoption and maturity, and publishers' feedback is crucial as we work to propel the industry forward by reinforcing what's done well and improving on areas of concern."

There are concerns, however. Video advertisers are worried about too much advertising in the space turning off viewers (33%) or that there are too few advertisers in the marketplace to give consumers enough variety (29%). Many (45%) are also worried that there isn't enough standardization within the industry at this point.

Tags: advertising, BrightRoll, video ad trends, video ads, video content, video marketing

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