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BrightRoll Survey: Online Video Ads as or More Effective Than TV

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2014 was a fantastic year for online video advertising, finds a BrightRoll survey of ad agencies. In the last year, 48.3 percent of agencies said a majority of their RFPs (requests for proposal) included a video ad component. That compares to 38.1 percent in 2013 and 30.2 percent in 2012. The numbers show how online video ads are becoming mainstream, BrightRoll says.

Agencies are turning to online video because they believe in its effectiveness. The survey found that 72 percent believe that online video advertising is as or more effective than TV spots. Only 18 percent see online video ads as less effective.

BrightRoll also looked at the rise of programmatic ad buying, finding that 22 percent of agencies plan to devote the majority of their digital video budgets to programmatic ad buys in the next 12 months. That's a big step up from 6 percent in last year's survey.

"Programmatic video is going mainstream with agencies because it has proven to be effective in shifting consumer perception," says Guy Yalif, vice president of global marketing at BrightRoll. "Agencies told us they are investing with confidence, measuring consumer behavior directly, and effectively engaging audiences across screens using programmatic video."

There are a variety of metrics and goals attached to online video ads, so BrightRoll asked agencies which mattered the most to them. The most important metrics are completed views (20 percent), conversion (18 percent), and brand lift (17 percent). Click-through rates, once seen as paramount, are now less important, coming in fifth.

With mobile video viewing on the rise, so is mobile video ad spending: 79 percent of respondents were likely or very likely to devote some of their video ad budgets to tablets, a rise from 68 percent in 2014.

BrightRoll's survey was conducted online in December 2014, and received responses from 120 U.S. advertising agencies. Yahoo acquired BrightRoll for $640 million in November 2014.

For more results, download the full survey (no registration required).

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