AOL: Online Video More Efficient Than TV Ads5 Jun, 2013 By: Erik Gruenwedel
Marketers are increasingly turning to online video over TV to advertise branded products, according to a new AOL study.
Although TV is considered a key awareness driver, 78% of respondents in Europe and 58% globally said they could achieve greater engagement and scale with online video, according to the slightly self-serving survey of 770 ad agency executives in the U.K., Europe and North America conducted March 21 – April 3 by Be On, an AOL content business site.
Notably, 73% of respondents said online video spend had increased over the last 12 months. TV and display were cited as the two main sources where budget has been curtailed. Of those surveyed, 84% believe the Internet is key to engaging interactive opportunities with consumers.
Over 80% of respondents cited reach as well as audience and content targeting as main factors when planning a new branded video campaign. Better audience targeting (73%) and measurement (67%) were mentioned as key reasons for increasing online video spend in the future. Another 64% of respondents said they were satisfied with video services in today’s market
“We know that content drives engagement and conversation online and, more than ever, we are seeing that brands want to tell their story through content,” said René Rechtman, SVP AOL Networks International, in a statement.