Online video advertising will see a greater emphasis on engagement rather than clicks, with a bigger slice of the overall marketing budget spend on targeting, analytics and mobile video, according to a new report.
Research by Adap.tv, the company that connects video advertising buyers and publishers directly on one platform, provides useful insight into the online video advertising sector in 2012.
The company surveyed agency and brand advertisers, publishers and online video technology providers about their perceptions of the online video advertising industry.
The research included forecasts for the year ahead, with key predictions including:
• Demand Side Platforms (DSPs) and Sell Side Platforms (SSPs) will become increasingly important
• A greater emphasis on engagement (over click and completion)
• Increased buying through RTB environments or automated trading
• More opportunities and increased budget
• More social networking
• A significant increase in online video ad spend
• Better targeting and more integration within buys
• Greater consistency of formats, ease of measuring
• A shift to mobile video
• Better measurement via Nielsen and other research organisations which will help to bring more spend
Brian Fitzpatrick, European managing director at Adap.tv comments: “The online video advertising sector has seen huge growth over the past year and overall industry opinion indicates that this will continue throughout 2012. In particular, we see this being fuelled by technology becoming evermore sophisticated, increased connections between the various players and better measurement techniques.”
Adap.tv’s survey, which it undertook with Digiday (www.digiday.com) in September 2011, received nearly 600 responses.