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56% of media buyers plan to increase average £56k VoD spend by at least a quarter

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By Jennifer Faull | Deputy Editor

July 7, 2014 | 2 min read

Over half (56 per cent) of media buyers plan to increase spend on video-on-demand (VoD) by at least 25 per cent, according to Collective’s 2014 Online Video Advertising Report.

The current, average campaign budget for VoD sits at £56,000 however the majority of the 100 respondents said this will increase within the next six months.

Essential to growing this is the linking of TV and VoD more intelligently, as 55 per cent of respondents stated that this was the most important factor in driving increased VoD spend for the year ahead.

Within this group, 35 per cent went on to say that proving VoD delivers incremental reach vs TV schedules was key.

“As TV budgets continue to drive VoD, media buyers have started placing greater emphasis on aligning their TV and online video campaigns to choreograph messages seamlessly across screens,” said Simon Stone, commercial director, Collective.

Stone added that the importance placed on click-through rates has “dwindled” since the last time the survey was carried out and there is now a greater emphasis placed on the level of engagement and unique reach that online campaigns can deliver.

The study found that for 52 per cent of respondents the view-through rate is considered the top measurement for judging an engaged viewer.

When it comes to targeting, 49 per cent cited audience demographic and behavioural data as most important, with 20 per cent placing the emphasis on context targeting

Earlier this year, Collective appointed Dominic Woolfe as director of sales charged specifically with overseeing the growth of Television Accelerator (TV), a tool which serves relevant ads based on an advertiser’s TV schedule.

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