Brand environment key for online video advertising campaigns
81% of 140 media buyers surveyed for the latest bi-annual report into the Video on-Demand (VoD) industry stated that where the brand messaging is aligned to the content is a key factor.
The UK online video advertising market report from Collective Video found that only 18% said that if the target audience was engaged, they didn’t care which website an ad was running on.
It was discovered that 59% said that incremental reach was their primary objective, while 37% said brand awareness. 62% of buyers said they expect their VoD spend to grow by 25% or more over the next six months, with 26% saying that they are allocating £75,000 or more on average for VoD campaign budgets.
Respondents were questioned on what their primary measurement for judging an engaged viewer was, with 51% saying view-through rates, the number of people who watch video ads in full; 39% saying click-through rates; and 10% using unique user numbers.
Jamie Estrin, general manager of Collective, said: “Online video advertising is becoming more transparent than ever before, with a defined set of engagement metrics including view-through rates and unique viewers.
“Given VoD is largely used as a branding medium, it’s still rather alarming to see that 39% of media buyers are measuring engagement on click-through rates, but we expect this number to fall dramatically by next year as more advertisers track view-through rates and receive greater transparency about their ad placements. Our results show that media buyers overwhelmingly feel relevant content and brand environment is crucial.”