Online Video Trumps TV In Engagement

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.

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