2012 UK Online Video Advertising Report

Online video advertising – expanding appeal, but at the right price

As we enter our sixth year in the online video advertising space, VoD is widening its appeal with enhanced audience targeting, data, formats and content range.

The trend for 2012 is likely to show media buyers setting criteria for the price they pay for online video advertising based on whether it is running against good quality content, video that is being consumed from display ad units within online games or on long-tail websites. It all has a value to advertisers but at different price points.

The results of our latest bi-annual media buyers’ survey show that online video advertising is more popular than ever, with 64% of buyers saying they will increase their VoD spend by more than 25% over the next six months. 57% also said that video now appears on more than 50% of their campaigns – an increase of 6% from the last survey in September 2011.

The survey also explores attitudes to RTB (real-time bidding) for video and what buyers would need to see happening for them to allocate a greater share of their budgets to VoD in 2012.

Our study focuses on video advertising placements around professionally produced content on the web. This is dominated by pre-roll ad placements, usually a 10 to 30 second audio-enabled video advert that is played when a user clicks to view a video online.

For the sake of clarity, this report refers to VoD throughout - Video-on Demand. It is important to highlight that most media buying agencies refer to online video advertising around content as VoD. The VoD media buyers’ survey intends to provide advertisers, publishers, content owners and media buying agencies with valuable insight. Analysis of the results from our latest survey, completed by over 150 media buyers, offers a strong indication of media buyers’ current thoughts on the status of the UK online video ad market.
 

To download a copy of the study, please click here.