Online Video Trumps TV In Engagement, Ad Shifts
by Wayne Friedman,
Some worldwide traditional TV ad spending — as well as display advertising — is shifting into new online media video campaigns.
According to a survey, 73% of respondents said online video spend had increased over the last 12 months — TV and display were cited as the two main sources for the new video money.
The data comes from 770 global marketers comes from Be On, a new AOL-branded content division, between March and April.
Although TV is considered a key “awareness” producer, 78% of respondents in Europe and 58% globally said they could achieve greater engagement and scale with online video.
Over 80% point to audience and content targeting as main factors when planning a new branded video campaign. Better audience targeting (73%) and measurement (67%) were mentioned as key reasons for increasing online video spend in the future.
Overall, all video marketplaces were deemed satisfactory: 64% of those surveyed said they were satisfied with video services in today’s market. Another 84% believed the Internet is fundamentally becoming a strong brand medium.
Read more: http://www.mediapost.com/publications/article/201835/online-video-trumps-tv-in-engagement-ad-shifts.html?edition=60870#ixzz2VNlc2lNy http://www.mediapost.com/publications/author/3218/wayne-friedman/
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