More than 7 in 10 agencies believe that online video advertising is either as effective (41%) or more effective than TV (31%), finds BrightRoll [pdf] in a survey of 120 agency respondents, although a separate survey from STRATA reveals that half of media buying agencies are unsure if they are getting good value from their online video ad buys. For the BrightRoll survey respondents, the targeting capability offered by digital video advertising is by far its most valuable aspect (for 56% of respondents), ahead of reach (20%), price relative to TV (8%) and others.
In other research data:
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Topics: Analytics & Automated, Boomers & Older, Creative & Production, Data-driven, Mobile Phone, Retail & E-Commerce, Social Media, Traditional, TV Advertising, Video, Women, Word of Mouth, Youth & Gen X
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