Is Online Video More Effective Than TV for Brands?
The majority of online video spend in the last 12 months is coming from budgets previously reserved for TV advertising, according to a recent worldwide study conducted by Be On, the new AOL global branded content business.
Although TV is considered a key awareness driver, 78% of respondents in Europe and 58% globally said they could achieve greater engagement and scale with online video.
More than 770 industry experts from leading brands, media and creative agencies in the UK, Europe and North America were asked about their experiences of using branded online video when planning online advertising campaigns.
According to the research, 73% of respondents said online video spend had increased over the last 12 months. TV and display were cited as the two main sources where budget has been taken.
Of those surveyed, 84% believe the Internet is fundamentally becoming a rich brand medium with engaging interactive opportunities to connect with consumers.
Other key findings include:
- Over eighty percent cite reach as well as audience and content targeting as main factors when planning a new branded video campaign
- Better audience targeting (73%) and measurement (67%) were mentioned as key reasons for increasing online video spend in the future
- 64% of those surveyed said they were satisfied with video services in today’s market
“The results of our study show that branded content has become an important part of global advertising strategies,” said René Rechtman, SVP AOL Networks International.
“We know that content drives engagement and conversation online and, more than ever, we are seeing that brands want to tell their story through content. With Be On, we are offering brands the opportunity to stand out from the crowd and reach a highly targeted and desired audience at scale, globally.”
Building on the launch of AOL Network’s new branded content business Be On, this study reflects the industry’s growing interest in online video content.
Be On is a new end-to-end platform which gives advertisers the tools to create, syndicate and measure premium content that people want to watch and share across all devices.
The survey conducted by AOL Networks was carried out on Survey Monkey between 21st March and 3rd April 2013. In the survey, 772 respondents primarily from media, brand and creative agencies in North America and Europe participated. The findings were released Wednesday, June 5.