TV and online ads in harmony
March 9, 2010
Media buyers’ primary objective for online video advertising campaigns is to deliver incremental reach to TV, according to research from Web TV Enterprise. Findings from the second bi-annual UK Online Video Advertising Market Report show that more than 40 per cent of media buyers now use video advertising campaigns for this purpose, indicating that TV budgets are driving growth of the market.
Online video advertising is worth 3 per cent of the UK TV ad market, with 13 per cent of media buyers intending to increase spend on the medium by more than 50 per cent, and a fifth maintaining existing budgets.
However, only 19 per cent of the 135 media buyers surveyed said that measurement of click through rates is ‘”very important” to their campaigns, indicating that the medium is being driven by brand-awareness campaigns coming from TV budgets.