Video-on-demand advertising is set to rise in the fourth quarter, according to a report from Web TV Enterprise. The UK research, which covered 150 media buyers, revealed an “increasing confidence” in using VOD for building brands, with 60% of respondents stating they buy both TV and VOD ads.
According to UK Online Video Advertising Market Report, TV budgets are driving VOD spend. More than half of respondents (56%) said they mainly use VOD to help bolster their TV reach, up from 41% in March. The survey showed 42% of VOD buyers have run between 5 and 20 campaigns in the past six months. A third said more than 75% of their media strategies include VOD, and 60% said over half of their plans include it. However, 30% of media buyers cited a lack of research proving the effectiveness of VOD as a barrier to further investment, while 35% said their clients were the barrier.
Average video campaign spend is between £10,000 (E12,000) and £25,000, according to the report, although Web TV Enterprise said more is being spent, with 22% of media buyers stating their average spend topped £50,000, up from 12% a year ago.