BrightRoll Annual Report Reveals Shift in Digital Video Spending as Advertisers Allocate Budget Across the Four Screens
June 7, 2012
A Clear Need for ROI and Measurement Education Emerges
SAN FRANCISCO – BrightRoll, the leading provider of digital video advertising services, today releases its fourth annual US Video Advertising Report. The report, based on findings from an online survey completed by US agency executives, addresses the top trends in digital advertising and the significant changes taking place within the industry.
While the 2011 survey revealed that video had become a staple of online ad buys, this year’s survey finds that advertisers are embracing the viability of a new digital video viewerscape across four unique, yet powerful screens – computers, smartphones, tablets and connected TVs. The report indicates that 30 percent of respondents expect online video to have the largest increase in media spending this year. When asked about the allocation of their digital video budgets, 64 percent are likely to include smartphones, more than 50 percent are likely to include tablets and 30 percent are likely to include connected TV. This indicates budget allocations may be based on the “maturity curve,” or how long video has been available on each screen, instead of analyzing what medium is truly effective to achieve campaign goals.
Advanced targeting and valuable measurement are increasingly more important to advertisers. The report finds that advertisers value research and measurement more than ever to plan, execute, and assess campaign impact and ROI. In fact, nearly 70 percent of respondents think that clearer ROI and better success metrics are needed to increase digital video advertising spending.
Additional key findings from the report include:
- 64 percent of advertisers state that online video is an equally or more effective medium than TV
- Respondents overwhelmingly select targeting (43 percent) as what their clients deem the most valuable aspect of online video, followed by reach (28 percent)
- More than half of respondents are more inclined to buy online video inventory from a network or exchange than anywhere else, a 20 percent increase from last year’s survey
- Behavioral targeting remains valuable to advertisers with 64 percent of respondents indicating their online video ads will be behaviorally targeted in 2012, a 14 percent increase from 2011
- Notably, only 5 percent of respondents say GRP is the most important success metric, however, 18 percent are most interested in seeing additional research on GRP measurement for online video buying
“This year’s survey results signal a shift in the video viewerscape as more advertisers move their budgets to digital media to reach audiences where they are increasingly engaged – across the four screens,” said Tod Sacerdoti, CEO and founder of BrightRoll. “However, a gap in understanding success metrics for digital video campaigns exists. The report reveals a pressing need to educate the industry and create standard measurements to accelerate advertiser adoption and the growth of digital video.”
To download a full copy of the report, click here.
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BrightRoll is the world’s leading provider of digital video advertising services. The company has access to billions of monthly digital video impressions across the globe through its network and exchange (BRX). The company enables advertisers to execute smart digital video advertisers across the web and mobile landscape. Proprietary buying technology, combined with full site disclosure and flexible targeting provides BrightRoll network and exchange customers with the reach, frequency and scalability needed to achieve campaign goals. The company provides publishers with access to the industry’s largest video marketplace to maximize monetization of their inventory. BrightRoll is a privately held, venture-backed company headquartered in San Francisco, California.
Atomic PR for BrightRoll