In its 2011 Advertiser Intelligence Report titled “Digital Video Advertising: Removing Barriers Equals Greater Opportunities,” Casale Media shares the findings of research conducted by Advertiser Perceptions in October that got responses from more than 150 media buyers, managers and planners at advertisers and agencies in the U.S.
Among the report’s important findings is that advertisers and agencies plan on boosting spending on digital video advertising by 25 percent during the next 12 months. This means spending on digital video advertising would account for 23.8 percent of total online ad budgets. This would be up from 19.1 percent of total online ad spending 12 months ago.
Casale Media notes that in order for digital video advertising to get major marketers to integrate online digital video advertising (DVA) with the growing interactive television phenomenon, a methodology for making DVA easier to plan for, create, implement and track is needed.
According to Casale Media, DVA is the “new ‘darling’ of the most savvy marketers, replacing static online ads, sharing TV ad dollars and providing enhanced consumer reach and engagement with a clear view of ROI down to the smallest detail.”
The study found that 38 percent of respondents find the planning phase for DVA to be difficult, while 40 percent find the creative phase to be difficult and 35 percent find the execution phase to be difficult.
In response to the question “If all barriers were removed, meaning video was simple and painless to book, very cost efficient to buy, highly targetable in premium, brand safe environments with maximum creative control, tracking and analytics would you be more likely to book video?” 31 percent said they would book video all the time if all these barriers were removed.
So why do advertisers use DVA? According to the study, 80 percent of agencies and marketers overall pointed to increasing awareness of brands, products and/or services (85 percent of agencies and 71 percent of marketers). Building awareness for new brands, products and/or services was second with 71 percent, followed by communicating more detailed information about a brand, products or services with 60 percent.
Casale Media also found that 40 percent of respondents cited the difficulty of measuring ROI as the greatest hindrance to more use of DVA, followed by 38 percent who said there isn’t enough ROI.
“When it comes to video, many online advertisers still perceive it as the Wild West because it continues to evolve and grow, but without giving publishers and advertisers enough control,” said Joe Casale, CEO of Casale Media.
The report concludes by noting that while TV can specify audiences that might like a certain type of programming, DVA can guarantee audience, reach and frequency of delivery with very specific demographic and lifestyle targeting.
Most advertisers and media planners are seeking third-party solutions from companies that can educate and manage the entire process from start to finish, according to Casale Media.
Source:
Network
