BrightRoll 2013 Report Charts Rise of Online Video Advertising
A full 75 percent of ad execs see online video as equally effective or more effective than TV advertising.
Video advertising company BrightRoll has released its U.S. Video Advertising Report for 2013, and the results show that online video has taken a central place for advertisers. BrightRoll's report is based on online surveys completed by over 150 U.S. advertising executives.
Online video advertising saw a greater increase in spending in 2012 than any other digital ad type. That growth will continue: comScore projects that it will reach $4.14 billion by the end of this year, notes BrightRoll. Online video saw a 95 percent spending increase, while mobile video saw an 80 percent increase.
The most important metric for ad execs is completed views, says BrightRoll. Nearly a third of execs want additional research on how online video stimulates offline purchases, while nearly a quarter want more information on translating GRPs (gross rating points) to online video ad buying.
Programmatic ad buying emerged as a hot trend in 2012, and that will continue in 2013. BrightRoll found that over one-third of the respondents think that half or more of their budgets will go to programmatic buying in the following 12 months.
One especially bright point for online content makers is that three-quarters of the respondents believe that online video is as effective or more effective than television advertising. That number grew by 17 percent from the 2012 report.
The full report is available for free download (registration required).
Trident Capital, a new investor, leads the round; BrightRoll plans "ongoing expansion."
Ad buyers can now make real-time decisions for ads on smartphones and tablets, using the BrightRoll Exchange.
By reducing latency, bidders will have more time to review, analyze, and bid on video ad inventory.
The latest ad company to offer programmatic buying tools, BrightRoll creates an all-in-one browser-based dashboard.
Before major brands will spend some of their TV ad budgets online, they need to feel confident their ads won't appear on content that could hurt the brand's image.