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Study finds video advertising is on the up

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By The Drum Team, Editorial

June 10, 2011 | 2 min read

BrightRoll, a provider of online video advertising, has conducted a study into the sector, revealing the increasing weighting being given to online video by advertisers.

Online video advertising is currently growing faster than all other categories of online advertisement as advertisers continue to migrate from television and online displays.

A key reason for this shift given by a majority of respondents was a belief that the targeted nature of online video make it more effective.

Crucially some 86% of those agency executives surveyed said they were shifting online display ad spend toward video in 2011 whilst 64% said they were looking to do the same with their TV spend.

BrightRoll drew similar conclusions for search, social media and direct response advertising budgets with 30% of those queried claiming to be eyeing the video route instead.

By a slim margin the survey found that online video was expected to see the biggest increases in ad spending over 2011 by 28% of those quizzed, closely followed by mobile media (27%) and social media (25%).

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