There has been a significant increase in digital video ad spend – including a surge in mobile video, according to new research. The findings, from BrightRoll’s third-annual UK Advertising Report, reveals 2013 to be a pivotal year for digital video in the UK. The rise is buoyed by UK ad buyers’ keen understanding of how […]
There has been a significant increase in digital video ad spend – including a surge in mobile video, according to new research.
The findings, from BrightRoll’s third-annual UK Advertising Report, reveals 2013 to be a pivotal year for digital video in the UK.
The rise is buoyed by UK ad buyers’ keen understanding of how digital video works in conjunction with TV to reach multi-screen audiences at scale.
In addition, UK advertisers are adopting programmatic buying practices and deploying advanced targeting and measurement tactics as video moves into the mainstream.
Key findings are shown below:
• Digital video moves into mainstream
• Surge in mobile video
• Programmatic buying on the rise
• Advertisers adopting more sophisticated targeting tactics
• 23% say video is more effective than TV
• Advertisers are convinced digital video delivers strong impact and ROI
• British advertisers are eager to see industry standards emerge
• More research needed into audience profiling
• More research needed into measuring performance of digital video ads compared to TV
• UK advertisers reveal confidence in digital video to reach targeted, multi-screen audiences and build lasting brand engagement among British consumers
View the infographic below:
“The UK ad industry is known for developing creative and cutting-edge content, and this year’s survey confirms an increased confidence in video, underscoring the sophistication of UK advertisers,” said Tod Sacerdoti, CEO and founder of BrightRoll. “British consumers are well-connected and at ease watching digital content on the web, mobile, and connected TV; UK marketers have responded by investing in video ads to reach these multi-screen consumers however and whenever they tune in.”
Surveying nearly 150 executives at top UK ad agencies, the 2013 BrightRoll UK Advertising Report addresses key industry trends to help marketers navigate the shifting media landscape and gain an understanding of the opportunities and challenges that digital advertising presents.
Key Findings
According to a report from the IAB UK, spend on video advertising grew 46% in 2012 to £160 million, and over the past three years, UK advertisers have increased spending by almost six-fold (471%). What’s more, the UK is leapfrogging ahead in mobile, while spending on mobile video ads is exceeding the US and other European countries.
BrightRoll asked UK agencies to compare the effectiveness of video to other advertising channels and 23% said video is more effective than TV ads – a 29% increase from 2012 – while 38% believed video ads are more effective than social media. In order to reach UK consumers watching large amounts of video online and across mobile devices, advertisers expect to increase spending on mobile advertising in 2013. In fact, 79% of UK survey respondents are likely or very likely to devote a portion of their video ad budget to mobile video in 2013, while 89% are likely or very likely to spend on online video ads.
UK advertisers are convinced that digital video delivers strong impact and return on investment, and they see video as a strong complement to TV to reach connected British consumers. As advertisers gain confidence in digital video, UK agencies are adopting more sophisticated targeting tactics – looking to gain critical insights into how, where and with what impact video ads reach key audiences. When asked which features of video advertising their clients find most valuable, 40% of UK advertisers cite targeting.
In a maturing digital market, British advertisers are eager to see industry standards emerge to make video measurement more accurate and insightful. In 2013, 29% more respondents say they’d like to see more industry research into audience profiling compared to last year. UK agencies are also interested in measuring the performance of digital video ads compared to TV, with 23% of agencies responding they’d like more industry research into this area.
Additional findings from the 2013 UK Video Advertising Report:
• Fifty-two percent of UK agencies say half or more of their RFPs now include a digital video component, compared to just 28% in 2012.
• Nearly one-third (27%) of UK agencies say online video is the media category that will account for the largest increase in spending in 2013. By contrast, just 7% of respondents say TV and 5% say social media.
• Programmatic buying is on the rise; 41% of UK agencies expect to allocate half or more of their video ad spending to programmatic channels in 2013, aiming to save time and money.
• UK advertisers understand that digital video is a highly effective branding vehicle, so it’s no surprise they value brand engagement metrics – 27% of respondents cite brand lift, a 66% increase over 2012, while 23% indicate conversation as the most important success metric for digital video.
Download a full copy of the 2013 UK Video Advertising Report here.
www.brightroll.com.
