Online Video Trumps TV In Engagement, Ad Shifts

by Wayne Friedman , June 5, 2013

Some worldwide traditional TV ad spending -- as well as display advertising -- is shifting into new online media video campaigns.

According to a survey, 73% of respondents said online video spend had increased over the last 12 months.TV and display were cited as the two main sources for the new video money.

The data, drawn from 770 global marketers, comes from Be On, a new AOL-branded content division, between March and April.

Although TV is considered a key "awareness" producer, 78% of respondents in Europe and 58% globally said they could achieve greater engagement and scale with online video.

Over 80% point to 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.

Overall, all video marketplaces were deemed satisfactory: 64% of those surveyed said they were satisfied with video services in today’s market. Another 84% believed the Internet is fundamentally becoming a strong brand medium.

ad spending, advertising, brand marketing, content, europe, media measurement, tv

5 comments about "Online Video Trumps TV In Engagement, Ad Shifts".

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Doug Garnett from Protonik, LLC, June 5, 2013 at 4 p.m.
Funny how badly marketers mis-perceive the world. While video might have some nice engagement, scale is miserable. How can this survey be so far wrong? Interesting...
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Gordon Borrell from Borrell Associates, June 6, 2013 at 8:24 a.m.

Good point, Doug. Also, it's always a bit suspect when a company with a deep vested interest churns out research supporting their strategy. That said, the research, I think, is directionally correct. A video spot on an iPad is more intimate than one on a TV, and thus more powerful one-on-one.

Peter Benjamin from MyOffices, June 6, 2013 at 11:01 a.m.

Any increase from the Online Video market will bring new revenue and this makes it all make sense. The time to embrace the third screen is now. I read a study that states that most online video viewing has been in the home for online video content. So with the summer coming and normally a dull time the online video can extend the content to the shores and the parks. Its a growing competitor.

Doug Garnett from Protonik, LLC, June 6, 2013 at 11:18 p.m.

Thanks, Gordon. And that's what I intended to note. But as a video practitioner, I can move millions of units in retail with TV. Online video has only the tiniest fragment of that power - it's very miserable and we've worked hard to sort out how to create reliable power in video (not the outliers that get trumpeted so much - but the ability to deliver results day after day, year after year). It doesn't surprise me students wouldn't know about the realities of online videos weakness. But that also makes it irresponsible to be publishing research that asks their expert opinion about topics they don't know thoroughly.

Doug Garnett from Protonik, LLC, June 6, 2013 at 11:20 p.m.

Oops. Sorry about the last sentence. I confused posts with another one that came out in the same MediaPost day. But the first part...absolutely. Engagement is a very minor advantage to advertising where audience mass is far more important.