RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : October 31, 2011

Is video a good risk for brands?

Video continues to be a big buzzword for marketers. A buzzword that will only increase in the coming months, according to one survey, as consumers continue adoption smartphones and tablets and deepen their 'always on' connectivity.

by Kristina Knight

According to a new Casale Media forecast the video ad spend should increase by 25% over the next year. Their research suggests video advertising will account for nearly 24% of the total ad spend by 2012 as more brands move in to or expand their video offerings.

As for the return of video, data from Auditude indicates video could have a positive impact for advertisers. Ad completion rates are 86% for those streamed with 'live content' compared to video on demand content (60%); meanwhile mid-roll completion rates are 75%. As for the professional vs. User Generate content debate, professionally developed content rates a 68% ad completion rate compared to a 52% completion rate for UGC.

"Our research shows that content owners and distributors can create a highly-engaging ad experience in online video that closely resembles what is present on television. For example, the power of tune-in during digital live content can be just as impactful as on television, and maybe even more so given the interactivity of the creative execution. This provides tremendous opportunities to maximize the value of digital video content and make it available to audiences no matter how they are accessing that content," said Jeremy Helfand, CEO of Auditude.

The latest numbers from comScore indicate that video ads account for less than 15% of total time spent with online video. In September more than 180 million US consumers tuned in to nearly 20 hours (per viewer) of online video time.

Tags: Auditude, Casale Media, online video, video advertising, video content

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.