BrightRoll Announces Findings From Inaugural Germany Video Advertising Report
June 12, 2012
Survey Highlights Category Spending and Industry Trends for 2012
SAN FRANCISCO – BrightRoll, the leading provider of digital video advertising services, today announces the results of its inaugural 2012 Germany Video Advertising Report. The study, carried out in April 2012, is the first of its kind in the German market and based on responses from advertising agency executives.
The report reveals that one out of two respondents expect digital video to experience the largest overall increase in digital media spending in 2012. However, despite predictions that video spending will increase an average of 28 per cent over the next two years, there is still a significant gap between advertiser spending and consumer adoption of digital video. While 82 per cent of the German web population consumes video, online video ad spending accounted for only 3.5 per cent of total digital ad budgets in Germany last year, according to a 2011 MagnaGlobal advertising report.
German consumers are also increasingly watching more online video monthly according to recent comScore Video Metrix, in March 2012, 46.9 million Internet users in Germany watched an average of 11 billion videos online, an increase of 71 per cent since January 2011. The average time per visitor increased to 27 hours per month, up 33.7 per cent since last year.
To reach this rapidly growing and engaged population, advertisers agree digital video is a powerful way to target and communicate with their audiences. According to BrightRoll survey respondents, more than 78 per cent view digital video as equally effective or more so, than display advertising and 59 per cent view digital video as equally effective as or more so, than TV advertising. Furthermore, when asked what aspects of digital video they view as most valuable: 32 per cent of respondents cite ad unit format followed 21 per cent who cite targeting capabilities.
Rene Hartwig, deputy managing director – Opera, part of Omnicom Group, who participated in the survey, explains “ Based on current supply and demand for video in Germany, I don’t think digital video is a competitor to TV yet, however, I’ve seen brands benefit using online only options or by combining the two channels for specific target groups. What is lacking in digital video, in my opinion, is creativity when one spot is still used for both TV and online. The greater opportunity in the German advertising market is combining video with rich media campaigns, allowing advertisers to generate greater interactivity with digital ads.”
- When combined with reach, targeting and even rich media components, video is a powerful way for advertisers to communicate with desired audiences. In fact, 32 per cent of respondents explain they specifically value the creative aspect rich media adds to a video campaign while 21 per cent feel rich media adds value by increasing user engagement.
- Nearly one out of three advertisers in the US turn to video ad networks to deliver the scale needed to maximise the reach and impact of video campaigns across online and mobile platforms. However, German advertisers are slower to adopt this media strategy with only 8 per cent of respondents reporting they are likely to work with a digital video ad network, while 63 per cent say they were more likely to work with a publisher.
- When asked if research about the efficacy of digital video provides value, 90 per cent of survey respondents agree it does. When asked if they had conducted any such research, 68 per cent of respondents admitted they had not.
“We’ve conducted our annual US agency survey for the past four years – launching the survey last year in the UK and Canada – to provide the digital video industry with unique global insights,” explains Tod Sacerdoti, CEO and founder of BrightRoll. “BrightRoll invests heavily in research, including industry reports and more than 300 campaign planning and impact reports annually, to identity key digital video advertising trends and move the category forward in Germany and globally.”
To download a full copy of the results, please visit: