Clients Like Video, Video Looks Like TV


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?

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.

  • http://www.superiorpromos.com Promotional Products

    The answer to your question is yes, we have learned nothing. Unbelievable!