Brightroll Networks, one of the largest video advertising networks has published it’s Q1/09 report which surveyed 150 ad agencies across the US. Tod Sacerdoti, CEO and founder of Brightroll stated “Online video advertising is increasingly being pushed to the forefront of marketing budget discussions amongst agency executives and CMOs.”
Some highlights from the report:
1. Despite media backlash, pre-roll is still the dominant and most effective ad unit.
2. In spite of the increase in popularity of online video advertising a lack of data around video advertising efficacy is stopping some from pursuing online video advertising more aggressively.
3. 87% of respondents to the survey stated the plan to spend more on online video advertising. (13% said less)
4. The report concluded that agencies need to stop re purposing TV content and use multiple, lower-cost creative assets that better target response rates for campaigns online.
5 The majority of respondents expect online CPM prices to decrease either marginally or significantly next year.
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