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BizReport : Advertising archives : October 26, 2015

Report: Most video advertisers are single format

When it comes to video advertising most brands have a favorite format and they stick with it. That according to a new Sizmek report, which shows, over a three year period, only 18% of brands who served either rich media with video or in-stream video served both ad formats during that period.

by Kristina Knight

While it is not a requirement that brands serve more than one type of ad, it does make sense to have multiple formats because consumers engage with different types of content - both advertising and other - in different ways.

Some interesting findings from the Sizmek Index include:

• Video advertising increased 40% between 2013 and 2015
• Video ad start rates were 62.5% during the first half of 2015
• CPG video accounts for 22% of those served
• Entertainment video accounts for 20% of those served

"Video has become an exceptionally important medium for brands today, and marketers have more choices than ever, from the more passive in-stream to engaging rich-media ads with video," said Andy Kahl, director, research at Sizmek. "This study shows that although there has been swift adoption of the medium, most marketers are still learning how to effectively execute a digital advertising strategy that comprises multiple types of video.There is still a lot of opportunity for marketers to reach new and existing audiences with content outside the realm of a repurposed television spot."

Image via Shutterstock

Tags: Sizmek, video ad trends, video advertising, video content

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