Advertiser Confidence in Video Growing
- Thursday, September 12th, 2013
- Share this article:
UK advertisers’ confidence in video as an advertising medium is growing, according to a survey of almost 150 senior-level decision executives at “top ad agencies in the UK” carried out by BrightRoll.
BrightRoll asked UK agencies to compare the effectiveness of video to other advertising media. 23 per cent said video is more effective than TV – a 29 per cent increase from 2012 – while 38 per cent said they believed video ads are more effective than social media.
52 per cent of UK agencies said half or more than half of their RFPs now include a digital video component, compared to just 28 per cent in 2012. 27 per cent of UK agencies said online video is the media category that will account for the largest increase in spending in 2013. By contrast, just 7 per cent of respondents said TV and 5 per cent, social media.
Respondents also said they are deploying video in their mobile ad campaigns. 79 per cent of said they were likely or very likely to devote a portion of their video ad budget to mobile video in 2013, while 89 per cent said they were likely or very likely to spend on online video ads. Programmatic buying is also on the rise. 41 per cent of UK agencies said they expect to allocate half or more than half of their video ad spending to programmatic channels in 2013.
Theres more information about the report here.