Over half (52%) of people across some of the UK’s top media agencies are spending more on long-form video content, according to the results of a new survey conducted by goviral.
According to the research, long-form content now accounts for up to 35% of total online video spend, with the remainder spent on pre-roll advertising or traditional TV commercials which are broadcast online.
A total of 236 industry experts from some of the UK’s leading media agencies were asked about the use of branded online video content as part of their main clients’ media spend. Of those surveyed, more than half said that investment in long-form content, produced specifically for online audiences, had increased over the last 12 months.
Other key findings include:
• Over 50% of respondents work in an agency where there is a dedicated person or team responsible for online video
• Nearly 60% use video distribution platforms like goviral to distribute long-form content
• Creative input remains paramount to campaigns with over 50% of respondents saying they use advertising agencies to produce long-form content over production companies or digital agencies.
“This research shows that advertisers are noticing the value of using long-form video content to engage with consumers,” said René Rechtman, goviral CEO and SVP AOL Advertising. “As more people are switching off from traditional online advertising formats, long-form content offers the scope for richer storytelling, providing brands with the opportunity to converse with their audiences in more creative, exciting, and ultimately, shareable ways.”
Source: http://goviral.com/