Digital media spend on online video to rise, experts say

November 8th, 2011

A new report has revealed that the biggest overall shift in digital media spend is tipped to be related to video advertising.

The digital advertising agency survey was carried out by IAB Canada, and questioned media buyers and digital experts at numerous global firms.

It found that online and mobile video advertising is expected to see large increases over the coming few years, highlighting its growing prevalence as a powerful marketing and communication tool.

The majority of survey respondents reported that they thought digital video was far more effective than both social media and TV in communicating with web users and getting a message across. They also named online video's most valuable attribute as being its unique ability to target its user base.

The growing trend towards online video production is being seen the world over, with digital experts across the US and the UK reporting an increasing reliance on the medium.

Different formats such as pre-roll video adverts, in-banner video, overlay video formats and user-initiated big box video were being used at global advertising agencies, with pre-roll video looking set to remain the dominant format used across all platforms over the coming year, according to Media Caster Magazine.

Paula Gignac, President at IAB Canada, told the magazine, “The benefits of utilising video within the Digital media mix are many, and are now being brought to the surface by a variety of significant players in the field.

“Recent research … proves that digital video is equally or more effective than traditional TV advertising … proving that there is sound reasoning behind digital video's meteoric growth in spend … and video's move to the top of the digital toolbox, as an important instrument for driving Advertiser results,” Ms Gignac went on to say.