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Direct Response Marketing

Online Video Beats TV in Engagement, Ad Shifts

12 Jun, 2013 By: Doug McPherson


NEW YORK – New online media video campaigns are getting their share of the worldwide traditional TV ad and display ad spending.

A survey from a division of AOL found that 73 percent of respondents said online video spend had increased during the past 12 months. TV and display were cited as the two main sources for the new video money.

TV remained a key "awareness" producer, but 78 percent of respondents in Europe and 58 percent globally said they could achieve greater engagement and scale with online video.

More than 80 percent said they point to audience and content targeting as the key factors when planning a new branded video campaign. Better audience targeting (73 percent) and measurement (67 percent) were mentioned as key reasons for increasing online video spend in the future.

Overall, all video marketplaces were deemed satisfactory: 64 percent of those surveyed said they were satisfied with video services in today’s market. Another 84 percent believed the Internet is fundamentally becoming a strong brand medium.

The data was drawn from 770 global marketers between March and April.


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