64% of buyers plan to increase VoD spend by 25% or more in next six months

Online video advertising remains popular, the latest research from Collective has found, with 64% of buyers planning to increase video on demand (VoD) spend by 25% or more in next six months, and 57% saying that video appears in more than half of their campaigns.

The research estimated that the average campaign budget for VoD is £49,000, up £5,000 from the last survey by Collective in September.

It was found that 43% of the 156 media buyers surveyed would pay a higher CPM to place their VoD campaigns against good quality content and strong brands, rather than hitting long tail websites; while 25% of buyers felt the rate should not be affected as long as they are getting an engaged viewer.

When looking at real-time bidding, it was found that 51% were interested in trialling the system, while 13% of buyers felt they didn’t need to use RTB for VoD since they can already control the inventory they buy.

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The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

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