Advertisers and agencies will increase spending on digital video advertising by 25 percent over the next 12 months and would amount to about 23.8 percent of total online ad budgets, according to a study conducted by Advertiser Perceptions for Casale Media.
The study surveyed more than 150 media buyers, managers and planners at leading advertisers and agencies in the United States.
“Digital Video Advertising: Removing Barriers Equals Greater Opportunities,” is based on an October 2011 research study conducted by Advertiser Perceptions for Casale Media that surveyed more than 150 media buyers, managers and planners at leading advertisers and agencies in the United States. The report examines the factors contributing to online display and video media decisions.
Respondents generally agreed that video advertising provides a much more engaging environment for marketers to relay their brand messages.
The report shows that growth in spending on video ads will require key factors:
- Removal of barriers: A separate study by eMarketer found that 85 percent of advertisers and ad buyers are more likely to book video ads if the planning, creative and execution of video ad campaigns were more simple and painless. More than a third of those surveyed in the Casale Media study found the planning (38 percent), creative (40 percent), and execution (35 percent) phases to be difficult.
- Increasing awareness: Marketers and agencies view digital video advertising as one of the most effective ways to realize brand lift — 80 percent of the survey’s respondents use video ads to increase awareness of traditional and new brands, products and/or services.
- Measuring and realizing a return on investment: The most common responses to why marketers are not using digital video advertising more were because it is too difficult to measure ROI (40 percent) and there is not enough ROI to justify increasing spend (38 percent).
“When it comes to video, many online advertisers still perceive it as the Wild West because it continues to evolve and grow, but without giving publishers and advertisers enough control,” said Joe Casale, CEO of Casale Media.
“Our research provides clarity for those involved in online media spending decisions to help identify where the barriers are, how to overcome them and realize the maximum potential of digital video advertising.”
The Digital Video Advertising report details the issues marketers are facing in each phase of a video ad campaign — planning, creation and execution — as well as who is most responsible for budget and creative decisions at brands and agencies. The full research report can be downloaded at: casalemedia.com/dva-report
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