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Study: Television and online video advertising

Video advertising company Videology has released the results of a study called "Optimism Despite Unresolved Issues About Video Advertising." The study, conducted by Forrester Consulting, surveyed 150 advertisers, media companies and agencies in the US and Canada on their views on the convergence of television and online video advertising.

The survey found that 66% of Canadian respondents believe that it is likely or very likely that agencies will plan video and TV advertising campaigns "holistically" across video viewing options within the next three years. In addition, 59% of Canadian respondents said reaching new consumers is the greatest potential benefit of video advertising, while 50% valued targeting specific consumers, 34% values better message communication and 34% valued higher audience attention.

As consumers view more video, 43% of respondents said meeting brand objectives will become easier, but 47% said planning and buying will become more difficult. Also, 59% of Canadian respondents said interaction with additional content about a television program on a second screen will increase moderately or significantly over the next three years, while 47% said the same about second-screen interaction with an advertisement.

"One key finding is that both the demand and supply side of the business feel that the extension of video across screens will be good for their business," said Scott Ferber, chairman and CEO of Videology. "This is huge, as hesitancy by either side will dramatically impact the speed of adoption for the entire industry. Another key finding is that while all parties agree that technology will be a differentiator, there are still multiple views on what this technology should enable and the capabilities that it should offer. It's clear that for video advertising a one-size-fits-all solution is not the answer, nor is a demand versus a supply solution."

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