True or false … TV advertising is more effective than online video advertising. Answer coming up. But first, let’s look at the facts.
Advertising software firm BrightRoll recently conducted a survey to get to the heart of the video question. Polled were 120 U.S. ad agencies. Among the survey’s probing questions were, “How effective is online video advertising?”
Amazingly, 72% of the surveyed agencies deem online video advertising equally effective, if not more effective than, TV. To break it down even further, 41% of the participants consider online video ads more effective than those shown on TV. 31% see them as equals. The other 28% think TV is still the king when it comes to getting results.
For supporters of digital vids, the most important advantage of online videos is not their extensive reach. Only 20% of survey respondents saw reach as a top feature. What scored the highest for most advertisers was accuracy — 56% of the surveyed agencies consider targeting capabilities the most valuable feature of digital videos.
Not surprisingly, most participants saw mobile grabbing the lion’s share of ad bucks. 69% of the respondents expected mobile to get the biggest slice of rising digital media spend. Tablets will fare particularly well, with 79% of the surveyed agencies intending to spend their video ad budgets on these devices.
So do online video ads trump the TV variety? Well, apparently that all depends on who you talk to. But whether you’re in the TV camp or online camp, one thing is certain – video ads are generating major buzz. According to the survey, agencies have seen client interest in video ads skyrocket by a robust 86% in the last three years. All signs are pointing to continued interest well into the future.
If you have any questions or comments about video marketing for the web, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.