Eight in ten internet advertisers in Spain use video for their marketing or communication actions, with branded videos proving most popular and short form videos the fastest growing, according to new research.
The study, from IAB Spain in conjunction with ADman Mediaand TNS , surveyed marketing executives and managers of large Spanish companies.
Key findings from the report are shown below:
• 8 out of 10 respondents used video as a tool for online marketing during 2013
• 9 out of 10 professionals claims that online video has a positive impact on their business
• 38.5% has increased the budget invested in online video for 2014
• Branded content is the format most used video online in 2013 and 2014
The most widely used format is the video content or ‘ branded content ‘ ( 77.4 % ) , followed by the ‘short format’ ( 52.4 % ) and thirdly ‘long format’ ( 23.8 %).
Despite not being the most used format , the fastest growing advertising is the short format , with increased use of 18% in 2014 compared to 2013 .
Ad pricing and video platform choices
In terms of ad pricing, the Cost Per View is the preferred payment method, followed by Cost Per Thousand. Overall, the report found that 55, 6% preferred CPV compares to 41,3% for CPM and 34,9% for CPC.
Video portals like YouTube are the favourite choice of 8 out of 10 respondents
Top format for engagement
Video online is positioned as the most effective format to achieve engagement. 54.2 % of respondents thinks that online video is the most effective format to achieveengagement with its community. Far behind are the search engines (15.6 % ), display -advertising
(11.5 %) or television ( 6.3% ), all other formats are much more static and hinder the sharing and connecting with the public
87% of professionals surveyed believe that influencers are important for the distribution of online video
Brands have found a great ally in influencer’s personalities sometimes public, sometimes specialists in a subject, ‘ that mobilize large numbers of people. Getting influencers to promote a product or service can result in an increase visibility or even substantial sales. A further 8 out of 10 respondents believe so, and claim that influencers are important for video distribution online.
However, influencers can also be classified into different categories as some just post on social networks, others focus more on their blogs. The most used by far were the social media influencers (67.7 %), followed by bloggers (36.5 %).
Contracting services
67% of respondents did not invest in the distribution of content online video format during 2013. The two main reasons are that they are responsible for the dispersal of the content and lack of budget
Reaching influencers
Eight of 10 professional stated that influencers are important for video distribution online . Among the most used , include influencers with a presence in social media ( 67.7 % ) , followed by bloggers ( 36.5 %).
87 % of professional’s opinions is that influencers are important for the distribution of video online
Industry news trends
8 out of 10 professionals are up to date with the latest news on video marketing. Current technological developments occur at high speed , it is imperative know the prevailing trends.
80% of the professionals surveryed felt they were keeping up with video marketing trends .
For information resources most used specialized press (70.1%) , media agencies (22.1%) and advertising agencies (22.1%) to keep updated.
Future investment growth
The study found that 38.5% have increased the budget invested in online video for 2014. In terms of the future, the report predicted that there will be an increase in usage of online video in 2015 compared to 2014. 78.1 % of respondents confirms of the survey intends to use online video for next year. Almost half of respondents (49%) state that 2015 will increase its investment in this format.
Methodology
This research has been compared the results of 2013, the 2014 and projections for 2015 on online video marketing in Spain
The survey has been formed by three main questions:
1. Use of online video as a marketing tool
2. Attitudes toward online video
3. Services: distributors and influencers
As for the sectors in which respondents work, 42.7 % belong to the telecommunications sector and media communication, consumer 9.4% , 6.3 % to culture and entertainment, automotive 2.1% to 1.0% for the financial sector ( 1.0%).
21.9 % of respondents who took part were responsible for making final decisions within their respective companies, and 49.0% were art of the team that makes the decisions. Likewise , 21.9 % were owners or CEOs, and 33.3 % are responsible for the product or brands within their companies .
The full report can be found here
