Brightroll, the largest video advertising network, has released findings from its second annual survey of U.S. media buyers and agency executives.
Here are a some of the key findings (which may be biased):
- 56% of respondents stated that they view online video advertising as either “more effective” or “much more effective” than other forms of advertising.
- Targeting was identified as online video’s most valuable asset by 32% of respondents, followed by ad unit format (21%), reach (19%), price relative to TV (10%) and ability to reuse creative (10%).
- 45% of respondents said they would most like to base online ad spend on cost per video view (CPV) while 34% said cost per engagement (CPE) and 16% said cost per impression (CPI).
- In 2010, the majority of advertisers plan to spend their creative budget on interactive pre-roll (54%) as opposed to branded entertainment (20%), consumer content or webisodes (15%) or other forms of creative content (11%).
Over half of the respondents are putting money in pre-roll. Really? Have we learned nothing?
