Media Buyers Want YOU to Know This

 

BrightRoll just surveyed ad execs and media buyers about their thoughts, successes and experiences with online video advertising and I thought you’d benefit from those results — especially because 94% plan to spend more on the medium in 2010.

According the survey, “56% of respondents said that they view online video advertising as either more effective or much more effective than other forms of advertising, while 83% of respondents feel they’re getting more value for their online video spend now as compared to this point last year.”

Those individuals who felt they were getting more value cited factors such as: 

• Lower rates
• Better targeting
• More access to quality inventory  
• Emergence of performance-based metrics like cost per engagement and cost per video view.

I found it interesting that the results pointed out that while executives and media buyers polled in last year’s survey cited targeting capabilities (28%) as the aspect of online video their clients were most concerned about, this year targeting was identified as online video’s most valuable asset (32%).

Now, as far spending and pricing, the survey reports strong evidence that “publishers and networks need to move toward offering more flexible pricing models based on engagement and performance, as agencies are seeking to pay for video ads on the method that is best suited to their individual campaigns, while avoiding overpayment or payment for engagement with the wrong consumers.”

The survey asked professionals “on which metrics would you most like to base online ad spend?” And this is what they value:

“As online video’s targeting capabilities continue to improve, advertisers are gravitating to ad networks, which use highly refined targeting methods to widely distribute ads, or to publishers, whose content they seek directly. In 2009 advertisers, on average, bought most of their online video through either ad networks (42%) or directly through publishers (43%) and purchased only minimally through portals (15%),” BrightRoll reports.

The survey suggests that this trend will persist into 2010, as advertisers continue to purchase through both ad networks and specific sites (72%) as compared to just through ad networks (12%) or just through sites (16%).”

And finally, BrightRoll found that in 2010, the majority of advertisers plan to spend their creative budget on: 

• Interactive pre-roll (54%)
• Branded entertainment (20%)
• Consumer content or webisodes (15%)
• Other forms of creative content (11%)

[Source: Loechner, Jack. "Online Video Ad Spending Delivering More Value to Agencies." Research Brief from the Center for Media Research. May 6, 2010.]