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BizReport : Advertising archives : May 03, 2011

BrightRoll: Television ad dollars shifting again

Television may still be the big-getter in the advertising race, especially in local markets, but those ad dollars are shifting again. According to a new BrightRoll report more ad dollars are shifting into the online space. In fact, planned online video spending is growing faster than another other online ad categories.

by Kristina Knight

Although some experts still see online video as a less-tested entity, it seems advertisers are ready to sign on. Many cite targeting or tracking abilities as to why they are shifting their ad spends online. Just over one-quarter (28%) say online video advertising will grow the most in 2011 while 25% believe mobile advertising and 25% believe social media will also show growth.

According to the report:

• 86% are shifting some formerly display ad dollars to online video
• 64% are shifting television ad dollars to online video
• 66% believe online video is 'just as effective' as television advertising
• 41% report that targeting ability is the biggest draw to online video

"Looking over the results of this year's survey, it's clear that online video is fast becoming a fixture in the media buyer's toolkit. The industry continues to deliver improvements in campaign targeting, reporting and effectiveness," Tod Sacerdoti, BrightRoll CEO. "Our hope with this survey is that it will contribute to a growing body of research that helps underscore and validate the effectiveness of video's ability to reach online audiences, while highlighting those areas that need to be addressed in order to continue to propel the category forward."

How will the inventory be purchased? As in year's past, the bulk of ad purchasing will be done through online publishers (52%), but about one-third are also purchasing video ad time through advertising networks, direct through broadcasters (10%) or through portals (6%). Ad exchanges only account for about 2% of ad buys.

Tags: advertising, BrightRoll, online video, television ads, video advertising, video content

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