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Infographic: 41% of UK agencies expect to allocate at least half of their video ad spending to programmatic channels this year

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By Ishbel Macleod | PR and social media consultant

September 10, 2013 | 2 min read

Over two fifths (41 per cent) of UK agencies expect to allocate half or more of their video ad spending to programmatic channels in 2013, research from Brightroll has found.

The research from the independent video advertising platform has found an increase in digital video ad spend – including a surge in mobile video – buoyed by UK ad buyers’ keen understanding of how digital video works in conjunction with TV to reach multi-screen audiences at scale.

The report found that 64 per cent of UK mobile users have smartphones - with Twitter clearly also noticing this trend, having acquired a programmatic buying company last night.

Tod Sacerdoti, CEO and founder of BrightRoll, explained: “The UK ad industry is known for developing creative and cutting-edge content, and this year’s survey confirms an increased confidence in video, underscoring the sophistication of UK advertisers.

“British consumers are well-connected and at ease watching digital content on the web, mobile, and connected TV; UK marketers have responded by investing in video ads to reach these multi-screen consumers however and whenever they tune in.”

The company’s research of 150 agencies found that 79 per cent of UK survey respondents are likely or very likely to devote a portion of their video ad budget to mobile video in 2013, while 89 per cent are likely or very likely to spend on online video ads.

When it comes to digital video advertising, 27 per cent cite brand engagement as the most important success metric, while 23 per cent say conversations is the most important metric.

The full report will be released at ad:tech tomorrow.

Digital Brightroll

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