Industry names interactivity and targeting as the key to video advert success
New research from Europe’s leading online video advertising network smartclip, released today, reveals the industry’s views on the future of video advertising.
London, 2nd October 2009 - New research from Europe’s leading online video advertising network smartclip, released today, reveals the industry’s views on the future of video advertising. smartclip spoke to 100 marketing industry professionals at this year’s ad:tech show to demonstrate that the growth of video advertising is only set to continue over coming months.
Usage of video set to grow in the next 12 months
Although only half (59%) of the respondents had used video advertising in a campaign to date, all of those who had done so said that they now considered video to be an integral part of their campaigns. More than two thirds (68%) of the 100 professionals smartclip spoke to said they were planning on using it in campaigns over the next twelve months.
Measurability and impact
The reasons spoke for themselves: 71% of respondents said they considered online video to be a transparent and measurable tool. 48% also said that they considered it to be more effective than linear/banner advertising, with only one in ten (12%) thinking it less impactful than its static equivalent.
When asked for their opinion on the much debated topic of optimum length of online video ads, 54% said that ten seconds would be most effective. 22% suggested 15 seconds but only one in ten went as high as 20 seconds. A succinct 14% said that less than five seconds would be ideal.
Video advertising versus offline ad formats
The research also looked at how the industry experts felt video advertising could best differentiate itself from offline ad formats such as TV, radio and magazines. 76% of respondents felt that targeting was one of its strongest advantages, while just over two thirds (68%) also felt that interactivity offered a strong USP. One in three added that a strong differentiator lay in its ability to communicate key messages with more brevity than the TV equivalent.
Sam Kayum, MD of smartclip, said of the research: “Online video is recognised by the majority of the marketing industry as a key part of any campaign. The technology available today means that offline ads can be easily repurposed for the online format and offered to consumers in a measurable and well-targeted format. We are very pleased with the enthusiasm of the response from the UK industry and look forward to supporting the growth of online video over the coming months.”