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| Popularity of online video rises |
| Saturday, 15 August 2009 03:34 |
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Online video advertising is on the rise despite the unstable economic climate, a new survey suggests. A poll of 150 advertising agencies conducted by BrightRoll found that 87 per cent of respondents plan to use a greater proportion of their advertising budgets on video marketing this year. Around 39 per cent of executives said they intend to focus more attention to the impact of online video advertising on offline purchase behaviour. The survey found that even though online video advertising is expected to grow, firms are still encountering a number of difficulties with the platform. Almost a third (31 per cent) of ad agencies said a dearth of targeting capabilities is one of the main issues that prevents growth in the industry, while 27 per cent cited cost as a significant factor. "Online video advertising is increasingly being pushed to the forefront of marketing budget discussions," commented Tod Sacerdoti, chief executive of BrightRoll. According to the latest Ad Barometer from the European Interactive Advertising Association, 70 per cent of European advertisers plan to increase their online advertising expenditure in 2009.  |