Online video ad campaigns have a variety of objectives, but chief among them is brand engagement, find Digiday and Adap.tv in an April 2012 report
. Surveying more than 600 agencies, brands, publishers, ad networks, and DSPs, the companies find that almost three-quarters of respondents view brand engagement as their primary video campaign objective, up from 68% last year, and more than quadruple the 18% who responded that way just 2 years ago. As a result, brand lift has shot to the top as the most popular metric for industry personnel, with 54% saying that it delivers the highest success, triple the 18% from last year.
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- 23% of respondents are expecting to increase their video ad spend this year. Data from the IAB and PricewaterhouseCoopers indicates that digital video advertising made up 5% of total online ad revenue in 2011, up from 4% a year earlier.
- 28% of advertisers and 26% of publishers are supporting connected TV this year, up from 8% and 17%, respectively, in 2011.