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.