The online video advertising market is set to break records this Christmas quarter, according to a new report published by Web TV Enterprise.
The UK’s largest premium online video advertising network has conducted research among 150 media buyers, which shows an increasing confidence in using VOD (video on-demand) for building brands and extending the reach of TV advertising.
Web TV Enterprise’s third bi-annual UK Online Video Advertising Market Report found an increase in the number of media buyers embracing VOD, with 60% of respondents buying both TV advertising and VOD.
There is evidence to show that VOD is being driven by TV budgets, with 56% stating their primary use of VOD was to deliver incremental reach to TV – up from 41% in March 2010.
42% of VOD buyers said they have run between five and 20 campaigns over the past six months and a third reported that 75% or more of their media plans now include VOD. 60% of buyers said that VOD appears on half or more of their plans.
“More campaigns, increased budgets and VOD on more media plans – this is what the media buyers have told us is happening,”