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BizReport : Advertising archives : June 08, 2012

Brightroll: Video advertisers believe digital as important as TV

New data out from Brightroll indicates more video advertisers are seeing the benefits of digital - so much so that more money is being taken from television/cable ad budgets and placed in the digital video space.

by Kristina Knight

According to the US Video Advertising Report 64% of advertisers believe online video is at least as important as television, citing targeting abilities and video reach as the impetus behind their ad choices.

"This year's survey results signal a shift in the video viewerscape as more advertisers move their budgets to digital media to reach audiences where they are increasingly engaged - across the four screens," said Tod Sacerdoti, CEO and founder of BrightRoll. "However, a gap in understanding success metrics for digital video campaigns exists. The report reveals a pressing need to educate the industry and create standard measurements to accelerate advertiser adoption and the growth of digital video."

How are brands changing their video advertising? By including mobile aspects into the queue - more than 60% say they'll include smartphones and over half will include tablets in their video spending.

In another bit of video news, Microsoft has tapped Mixpo to better scale their video efforts. Microsoft will make Mixpo's VPAID platform to help increase video engagement and interaction rates.

"VPAID is helping revolutionize digital video advertising, bringing rich interactivity to advertisers and consumers in a fast-growing segment of digital advertising. It is another example of Microsoft Advertising collaborating with the industry to help make it easier for brands to launch digital campaigns at scale. We are excited to be working with Mixpo in this arena," says Jennifer Creegan, general manager of brand initiatives at Microsoft.

Mixpo's VPAID offers unique interactive connections for consumers - in one recent campaign with Nordstrom Rack, consumers had the ability to shop online, see social media updates and store locations from the ad interface.

Tags: Brightroll, Mixpo, video ads, video content, video trends

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