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?

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.