smartclip reveals latest trends in adoption of digital video advertising
Europe’s leading digital video ad network, today releases findings from industry research into the uptake of digital video advertising.
London, UK, 18 October 2010: smartclip, Europe’s leading digital video ad network, today releases findings from industry research into the uptake of digital video advertising. The research shows how marketers are embracing the era of interactivity in advertising campaigns with a growing demand for digital video advertising. It also casts light on how budgets are being spent and highlights the need for greater education around the use of multi-screen capabilities.
Digital video advertising continues to grow
Nearly off of respondents (94%) indicated that digital video advertising spend has either remained the same or increased and a further 84% agree that online video is measurable. A further 41% of respondents have used digital video advertising in a brand campaign, while at least two thirds (66%) are considering using it as an advertising option in the next 12 months. These are positive signs for the sector which according to the IAB has grown by 82% year-on-year.
Sam Kayum, MD smartclip UK, comments: “It’s really encouraging to see uptake of online video advertising gaining momentum. The findings suggest that technology innovations and wider education in the marketplace have helped to spur on uptake of the approach in what can be a hugely engaging and effective way of reaching out to consumers. With technologies now in place to support the drive towards interaction and personalisation, these are very promising signs as we move towards 2011.”
Effective form of engagement
The research also delves into marketers attitudes towards digital video advertising. 57% think it should be more targeted to the end user and a further 50% say video adverts should be more interactive. Moreover, two thirds (66%) of marketers rate digital video advertising as more effective than traditional types of advertising including linear and banner ads.
Awareness is also high in terms of understanding emerging multi-screen capabilities for digital video advertising; 61% are aware of advertising on tablet devices, 63% on gaming consoles and connected TVs and a further 66% on smartphones.
Sam Kayum adds: “It’s good to see awareness growing around multi-screen but we need to do more to educate the market on the benefits, especially in terms of how content can be seamlessly delivered irrespective of the platform it is being shown on. The challenge for 2011 lies in delivering advertising content to any platform and this will be a strategic focus for us over the next few months.”
Notes on the research
The research was conducted at AdTech in September 2010 and surveyed 70 marketers on their attitudes towards digital video advertising.
smartclip, www.smartclip.com, is Europe’s leading provider bundling premium video content in the online advertising market, presenting the content on premium online platforms. This allows smartclip to achieve coverage for its clients analog to TV advertisements. smartclip was founded March 2008 with its headquarter in Hamburg and has locations in Düsseldorf, Gütersloh, Munich, London, Madrid, Paris, Stockholm, Amsterdam, St. Petersburg and in New York
For more information, please visit the smartclip website at www.smartclip.com
Annie Woodhead / Claire Lorimer
Phone: +44 207 608 2500