ExchangeWire: Collective's Bi-annual Online Video Advertising Market Report Reveals 51% of Video-on-demand (VOD) Media Buyers want RTB
20 March, 2012
Of the 150 media buyers surveyed, 24% said they felt more confident about the potential value of RTB and the control it gives them over the buy. Meanwhile, 13% of buyers said they do not feel it necessary to use RTB for video.
Two thirds (64%) of respondents said they will increase their VOD spend by more than 25% over the next six months, with no one expecting a reduction in spend on the medium. Over half (57%) of them stated that VOD is used on half or more of media plans, up 6% on the previous bi-annual survey last September.
The average campaign budget for VOD rose from £5,000 in the last report, to £49,000. The report also highlighted that a growing proportion of media buyers are looking beyond broadcasters’ VOD catch-up services to non-broadcaster platforms, such as magazine sites and YouTube.
Only 15% spent more than 75% of their budgets on broadcaster platforms, down from 21% six months ago and 42% a year ago. Meanwhile, 19% spent less than 25% of their budgets on broadcasters’ platforms.
Media buyers who are widening their VOD budgets to non-broadcaster platforms did so for a variety of reasons, including competitive pricing – 73% said they use alternative platforms to deliver incremental reach to TV and broadcast VOD, with 46% saying competitive pricing was the main factor, with broadcasters charging the more expensive prices.
Premium content is still the most favoured content to advertise around, compared to long-tail video, according to the report. Nearly half (43%) of respondents said they would pay higher CPMs to ensure their VOD campaigns ran against quality content and strong brands.
View-through rates remain the preferred form of measurement with 48% of buyers using this method. Click-through rates followed at 32%, while 8% said they measure engagement on unique users. Meanwhile, 32% of buyers said price should be based around performance metrics.