Agencies Speak About Video Advertising Needs

By Tod Sacerdoti, May 5, 2009, 0 Comments

Last month my company surveyed 150 video advertising media buyers about their needs, new opportunities and the future of online video advertising. After cutting through buzz-worthy sound bites about pricing (yes, it’s going down) and spending (yes, it’s going up), we found some very interesting topics come up.

In particular, video advertising buyers were explicit about needs in a few key areas: efficiency, targeting and research.

Efficiency is generally a subjective term, but survey results provided some hard numbers to digest. The most important form of efficiency for advertisers today is price, with 46% of video advertisers buying with this metric in mind. Campaign execution efficiencies, including encoding, trafficking and managing publishers, continues to be important for 28% of respondents. Content and delivery speed are less important, for 12% and 3% respectively.

To read the rest of the post, visit MediaPost’s Video Insider