More than half of media buyers believe that linking TV and VoD (Video on Demand) is essential if they are to significantly grow their video spend, according to leading multi-screen advertising company Collective’s 2014 UK Online Video Advertising Market Report.

The annual report drew together the thoughts of over 100 key media buyers, and demonstrated the growing need for TV and digital to work together more intelligently.

Feedback from the survey highlighted the significance of aligning TV and digital and the necessity for a more collaborative approach - with 55% of respondents stating that this was the most important factor in driving increased VoD spend in 2014 and beyond. Of these, 35% went on to say that proving VoD delivers incremental reach vs TV schedules was key.

“As TV budgets continue to drive VoD, media buyers have started placing greater emphasis on aligning their TV and online video campaigns to choreograph messages seamlessly across screens,” said Simon Stone, Commercial Director, Collective.

The survey results confirm that online video advertising continues to grow at a rapid rate, with 56% of buyers planning to increase their VoD spend by more than 25% over the next six months. In addition, 52% of buyers said that video is now an integral part of over half of bookings made, and a quarter of buyers also claimed to include VoD on more than 90% of their plans.

Collective estimates that the average campaign budget for VoD has reached £56,000, up £6,000 over last year’s survey. When compared to the overall investment in TV, there is still scope for the market to continue its rapid growth into next year and beyond, particularly if the right targeting tools and reporting metrics are made available.

“View-through rates are now the common currency for buyers in measuring the success of campaigns and the quality of video inventory they are buying,” said Stone. “The importance placed on CTR has dwindled since the last time this survey was carried out with a greater emphasis now being placed on the level of engagement and unique reach that online campaigns can deliver.”

Key Findings:

  • 55% of media buyers placing an emphasis on the need to link TV and VoD
  • 56% of media buyers plan to increase spend on VoD by more than 25% in the next six months
  • 56% of digital media buyers claim to be responsible for both digital and VoD spends
  • Average VoD spend exceeds £50,000
  • 25% of buyers include VoD on over 90% of their plans
  • 60% of buyers place more than half of their VoD campaigns on non-broadcast sites, up 5% over the previous survey
  • View-through rate is considered the top measurement for judging an engaged viewers at 52%
  • 49% cite audience demographic and behavioural data as the most important for targeting VoD, with 20% placing the emphasis on context targeting.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus