Brand environment is one of key considerations for media buyers
Environment a big factor when placing online video
Context is the key for VoD users
Thursday, 8th September 2011 by Mark Richards
A study by Collective Video has found that brand environment is still one of the key considerations for media buyers when they introduce online video advertising campaigns as part of their managed emarketing plans.
Online video can help with website promotion if used properly and 81 per cent of the 140 media buyers surveyed stated that context 13 where the brand messaging is aligned to the content it ‘s being placed around 13 was a key factor for their video on demand (VoD) campaigns.
The findings come in the latest bi-annual report into the VoD industry and showed that that figure was in stark comparison to the 18 per cent who said that if the target audience was engaged, context wasn’t an issue.
Jack Wallington, head of industry programmes at the Internet Advertising Bureau, said: “We can see that brands are keen to make further inroads into the evolving VoD space by using a wider selection of publishers.”
“This is reflected by the continued increase in ad spend and expanding budgets. Collective Video’s latest report shows that the UK ‘s fastest growing ad format remains strong in 2011.”
The forecasted growth for the industry continues to look strong, with 62 per cent of buyers saying they expect their VoD spending to grow by 25 per cent or more over the next six months. 26 per cent of the respondents said that they are allocating £75,000 or more on average for VoD campaign budgets.
69 per cent of media buyers now assign at least half of their budgets to non-broadcaster platforms, which is a 23 per cent increase from the survey 12 months ago and a ten per cent increase from the last bi-annual survey in March this year.
51 per cent that said view-through rates were the most important consideration, while 39% felt click-through rates were. ten per cent used unique user numbers. This would suggest that managed pay per click marketing still has a place in internet marketing strategies.
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