5th bi-annual UK online video market report
Brand environment remains a key consideration for media buyers when they are placing online video advertising campaigns, according to the latest UK Online Video Advertising Market Report by Collective Video.
81 percent of 140 media buyers surveyed for the latest bi-annual report into the VoD (Video on-Demand) industry stated that context – where the brand messaging is aligned to the content it’s being placed around – was a key factor for their VoD campaigns. This compared to just 18 percent who said that if the target audience was engaged, they didn’t care which website an ad was running on.
The UK’s largest premium online video advertising network also questioned media buyers on their primary measurement for judging an engaged viewer. 51 percent said view-through rates, the number of people who watch video ads in full, while 39 percent felt click-through rates were the most important consideration. 10 percent used unique user numbers.
PREVIOUS COLLECTIVE UK VIDEO STUDIES: