Budgets for the three major forms of video advertising -- TV, online video and mobile video -- are expected to grow, but the primary sources from which those budgets are allocated are not expected
to change over the year ahead, according to the findings of the "Video Marketplace Study," a new report from MediaPost's Center for
Media Research, conducted in conjunction with InsightExpress.
The study, which surveyed 361 industry executives, including 269 with planning, buying and budget approving responsibility,
found that the majority of TV and online video budgets will continue to come from budgets specifically established for those media, while mobile video advertising campaigns will be funded primarily
form budgets earmarked for "cross-platform" campaigns.
The study, which is based on the responses of industry executives to an online survey conducted June 2 and 3, also found that the majority
of respondents who currently are not involved in online video campaigns expect to be working with them within the next year.
Currently, those who plan, buy, approve media budgets see their best
ROI coming from:
- Premium content online (53%)
- In-banner video (52%)
- Local TV show sponsorship (42%)