Online video ad services provider BrightRoll conducts an annual survey of advertisers to gauge interest, trends, and budget planning regarding online video for the upcoming 12 months.
Recent results indicate 64 percent of those surveyed “said they believe that online video advertising is equally or more effective than the ads that show up on TV,” reports TechCrunch.
They likely think so, BrightRoll explains, because numbers indicate that 70 percent of Internet users watch online video, “meaning that there’s no longer a question of scale when it comes to buying online.”
Even so, many advertisers still want clearer results in order to justify increased ad spending for online video (70 percent of those surveyed said they needed to see clearer success metrics).
“It’s got some advertisers thinking that they should start measuring online streams in the same way they measure TV, with these things called gross ratings points,” notes the post. “About 18 percent are interested in more research on using GRPs for online video, even though only 5 percent say it’s the most important metric today.”
Online video ad services provider BrightRoll conducts an annual survey of advertisers to gauge interest, trends, and budget planning regarding online video for the upcoming 12 months.
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