Digital video advertising can be equally or more effective than TV, say 64% of advertisers responding to a
BrightRoll survey
released in June 2012. An even greater proportion see digital video as
equally or more effective than display (87%) and social media (69%).
Digital video’s effectiveness appears to be driven by its targeting
capabilities, which 43% cite as its most valuable aspect.
As a result, the use of behavioral targeting by agencies in online
video campaigns will increase by 24% this year, with two-thirds saying
that more than 40% of their online video ads will be behaviorally
targeted.
Interestingly, beyond targeting, advertisers also see digital video’s
reach and format as more valuable than its price relative to TV, which
appears as the channel’s least valuable aspect. Online video’s reach
doesn’t yet hold a candle to TV’s reach, though, but it is growing,
according to
a comScore report also released in June. Across 10 major brands
included in the study, on average, 90% of their audiences were reached
via TV, compared to 12% through online video.
Digital Video Spending Gets A Boost
Data from BrightRoll’s “US Video Advertising Report 2012″ indicates
that digital video advertising budgets are on the rise. This year, close
to one-third of the respondents said that 40-60% of their digital RFPs
include an online video component, up 9% from last year. Almost
one-third of respondents also said that more than 60% of their digital
RFPs include video, up 4% from 2011.
Digital video ad spending could get a more significant boost if
clearer ROI and success metrics could be determined, with 7 in 10
respondents identifying these needs.
Mobile Gets Share of Video Budgets
This year, half of the BrightRoll respondents said they will likely
include tablets in their digital video budgets. This seems sensible,
given recent (separate)
research from comScore
indicating that a majority of tablet owners watch video and/or TV
content on their device. While a majority of advertisers will also
devote a portion of their digital video budget to mobile, a significant
proportion (30%) will also likely allocate some to connected TVs. This
choice also seems to follow consumer behavior, as a May 2012 report from
Ooyala found
connected TVs and gaming consoles to have the highest conversion and engagement rates among the various online video viewing mediums.
Other Findings:
- The BrightRoll respondents do not display a clear preference for
audience measurement. One-third say that their clients most value
knowing what percent of viewers reached by their campaign were within
their target audience. Not far behind, 26% value knowing what percentage
of impressions were delivered to their target audience, and 25% value
GRP or TRP measurements.
- More respondents see contextual and behavioral targeting as valuable than demographic or geographic targeting.
- The area of online video advertising that most agencies want to see
more research into is the impact on offline purchase behavior, at close
to one-third of respondents. Almost 1 in 4 want to see more research
into the performance of video advertising as compared to TV.
- The most common video campaign success metrics among respondents are views, brand lift, and sales impact.
- Advertisers are most likely to buy video inventory from ad networks this year, marking a shift away from publishers.
- According to the comScore report, 17% of the media brands’ studied audience were multi-screen consumers.
- Further data from the comScore study indicates that multi-screen
consumers who used the media brands via TV and online video spent 25%
more time with the content than those who engaged only via TV.
- Across the media brands studied, 3 in 5 of their TV viewers used the
internet within the same half-hour time block at least once during the
5-week study period. 29% used Facebook.
About the Data: The BrightRoll data is from 106 respondents to a survey conducted in March and April 2012.
comScore developed a Multi-Screen panel of consumers who had access
to TV, Internet and mobile devices. The study includes media behavior
from both smartphones and tablets but does not include mobile app usage.
TV viewing was obtained from set top boxes with return path data
capability, with panel households located in metropolitan areas of 22
states. Internet and mobile media usage data was collected for each
panelist and includes detailed demographics for each user. To report TV
usage at a demographic basis, comScore developed a methodology to
attribute demographics to the household- based TV data. With these
pieces in place, each platform was enabled with the demographic and
socio-demographic segments commonly used in the media industry.
In all, 10,000 consumers participated in the study and 1,000 were active mobile Internet users.
comScore measured the audience size and composition for 10 networks
and network groups (“media brands”) and 3 advertisers. The
networks/network groups were comprised of 4 major broadcast networks and
6 major cable networks or networks groups. The study was conducted over
a five week period in Fall 2011 and examined TV viewing for individual
networks or groups of networks and cross-tabulated that viewing with the
use of related content on the Internet, mobile Internet and online
video. Due to sample size considerations, “related” content was usually
broadly defined, so that it included the media company’s
network-specific websites and online video, but also may have included
other websites and online video content that the media company owns. By
way of defining the consumer groups, “Multi-Screen” consumers are those
who used the respective network/network group’s content on two or more
platforms of the three measured: TV, Internet, mobile.
-MarketingCharts
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