Video advertising in the UK: the future of online video ads and the impact of mobile

The Drum takes a look at the findings of the second annual UK Video Advertising Report released by online video network Brightroll.

Digital video is a key element of online behaviour, with 63 per cent of the UK population watching more than 10 billion online videos each month, and 65 per cent of the UK online video audience exposed to video advertising each month. As consumers watch more video online, and with the demonstrated shift towards mobile, UK advertisers realise the opportunity video provides to reach audiences where they are increasingly engaged. BrightRoll surveyed decision makers and media buyers at UK advertising agencies to provide an analysis of the challenges and opportunities in the market, as well as key trends for growth in the digital video advertising industry.State of videoWhen surveyed on the effectiveness of video advertising in the UK in comparison to other channels, 87 per cent of respondents agreed video is equally or more effective than display advertising, 68 per cent felt it was equally or more effective than social media and 52 per cent stated it was equally or more effective than TV.Digital video budgetsMore than 43 per cent of respondents agreed mobile and online video will see the largest overall increase in media spend this year, in comparison to less than one per cent who agreed TV will see that level of growth. In addition to this, over 50 per cent believed mobile will have the largest increase in media spend. Increasing digital video advertisingThe survey found that the answer to determining how to increase digital video ad spending is clear: stronger success metrics. Advertisers would be encouraged to increase digital video advertising by better campaign measurement tools (29 per cent), research around GRP comparison to TV advertising (22 per cent), as well as research on proven ROI (17 per cent).Download a copy of the full digital video advertising report.Video image via Shutterstock