5 June 2013 - 1:00pm | posted by | 0 comments

Brands re-allocating TV and display advertising spend to online video, according to study

Study: Results showed an increase in online video spendStudy: Results showed an increase in online video spend

A worldwide study by Be On has revealed the majority of online video spend now comes from budgets previously allocated for TV and display advertising with 78 per cent of European respondents saying the platform offers greater engagement and scale opportunities.

More than 770 industry experts from brands, media and creative agencies across the UK, Europe and North America took part in the study, of which 73 per cent said online video spend had increased in the last 12 months.

René Rechtman, SVP AOL Networks International, said: "The results of our study show that branded content has become an important part of global advertising strategites.

"We know that content drives engagement and conversation online and, more than ever, we are seeing that brands want to tell their story through content."

Better audience targeting was citing by 73 per cent as an attraction for online video marketing, while 67 per cent said measurement was a key reason for increasing online video spend in future.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

British Triathlon Federation – Commonwealth Games social media campaign

30/09/2014
Winning a competitive pitch was only the first stage in our...

The K'NEX best thing

29/09/2014
The Challenge To re-invigorate the K’NEX construction brand...

New Balance Virtual Learning Environment

25/09/2014
Helping New Balance to develop a word class Virtual...

The Twitter #snowpixel Challenge

23/09/2014
Last Christmas, We Love Digital invented an entirely new...