Long form content makes up 35% total online video spend
Long-form content now accounts for up to 35% of total online video spend, with the remainder spent on pre-roll advertising or traditional TV commercials which are broadcast online, according to research by goviral.
The company, which is a distributor of branded video content, found that of those surveyed, more than half said investment in long-form content, produced specifically for online audiences, had increased over the last 12 months.
René Rechtman, goviral CEO and SVP AOL Advertising, said: “This research shows that advertisers are noticing the value of using long-form video content to engage with consumers.
“As more people are switching off from traditional online advertising formats, long-form content offers the scope for richer storytelling, providing brands with the opportunity to converse with their audiences in more creative, exciting, and ultimately, shareable ways.”
Over 50% of respondents said they use advertising agencies to produce long-form content over production companies or digital agencies; while nearly 60% use video distribution platforms like goviral to distribute long-form content.
Online video image via Shutterstock.