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BizReport : Blogs & Content archives : February 19, 2015

BrightRoll: Video moving mainstream thanks to targeting

Video is becoming more and more important, both in mobile and online. That's the big takeaway from a new survey out from BrightRoll. According to researchers agency RFPs for digital video increased nearly 90% between 2011 and 2014 while most (72%0 report online video is 'as effective or more effective' than television advertising.

by Kristina Knight

Brands are also looking to video because of the price point and ad unit options.

Some interesting take-aways from the 2015 BrightRoll Agency Survey include:

• 48% of agency RFPs now include a video component
• 56% say targeting is the biggest benefit to video advertising
• Reach was also important, at 20%
• In metrics, brands are more interested in completed views and conversions that click-thrus

"Click-thru is relevant, but its importance is declining," write the BrightRoll experts. "Agency respondents ranked completed views, conversions, and brand lift as the three metrics that mattered most."

And don't count out mobile, especially for brands using video as an online tool.

"60% of agency respondents agree that mobile video is where they expect the largest increase in digital media spend. 79% of agency respondents are likely to dedicate budget to tablet video -- a 17% YOY increase," writes the company.

Comparatively fewer than 30% believe they'll see big increases in their television spend and only about 10% believe they'll push larger budget amounts into social, search or display/desktop advertising.

Image via Shutterstock

Tags: advertising, BrightRoll, video ad trends, video advertising

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