BrightRoll Announces Findings from Inaugural Germany Video Advertising Report

Informations

• Publié par: brightroll
• Nombre de lectures: 20
• Langue: English

Extrait

BrightRoll Announces Findings from Inaugural

Germany Video Advertising Report

PR Newswire

HAMBURG, Germany, June 13, 2012

HAMBURG, Germany

,

June 13, 2012

/PRNewswire/ --

Survey Highlights Category Spending and Industry Trends for 2012

BrightRoll, the leading provider of digital video advertising services, today

announces the results of its inaugural 2012 Germany Video Advertising Report.

The study, carried out in

April 2012

, is the first of its kind in the German market

and based on responses from advertising agency executives.

The report reveals that one out of two respondents expect digital video to

experience the largest overall increase in digital media spending in 2012.

However, despite predictions that video spending will increase an average of 28

per cent over the next two years, there is still a significant gap between

advertiser spending and consumer adoption of digital video. While 82 per cent

of the German web population consumes video, online video ad spending

accounted for only 3.5 per cent of total digital ad budgets in

Germany

last year,

according to a 2011 MagnaGlobal advertising report.

German consumers are also increasingly watching more online video monthly

according to recent comScore Video Metrix, in

March 2012

, 46.9 million

Internet users in

Germany

watched an average of 11 billion videos online, an

increase of 71 per cent since

January 2011

. The average time per visitor

increased to 27 hours per month, up 33.7 per cent since last year.

To reach this rapidly growing and engaged population, advertisers agree digital

video is a powerful way to target and communicate with their audiences.

According to BrightRoll survey respondents, more than 78 per cent view digital

video as equally effective or more so, than display advertising and 59 per cent

view digital video as equally effective as or more so, than TV advertising.

Furthermore, when asked what aspects of digital video they view as most

valuable: 32 per cent of respondents cite ad unit format followed 21 per cent

who cite targeting capabilities.

Rene Hartwig, deputy managing director - Opera, part of Omnicom Group, who

participated in the survey, explains: "Based on current supply and demand for

video in

Germany

, I don't think digital video is a competitor to TV yet, however,

I've seen brands benefit using online only options or by combining the

two channels for specific target groups. What is lacking in digital video, in my

opinion, is creativity when one spot is still used for both TV and online. The

greater opportunity in the German advertising market is combining video

with rich media campaigns, allowing advertisers to generate

greater interactivity with digital ads."

Report highlights:

When combined with reach, targeting and even rich media components, video is a

powerful way for advertisers to communicate with desired audiences. In fact, 32 per cent

of respondents explain they specifically value the creative aspect rich media adds to a

video campaign while 21 per cent feel rich media adds value by increasing user

engagement.

Nearly one out of three advertisers in the US turn to video ad networks to deliver the

scale needed to maximise the reach and impact of video campaigns across online and

mobile platforms. However, German advertisers are slower to adopt this media strategy

with only 8 per cent of respondents reporting they are likely to work with a digital video

ad network, while 63 per cent say they were more likely to work with a publisher.

When asked if research about the efficacy of digital video provides value, 90 per cent of

survey respondents agree it does. When asked if they had conducted any such

research, 68 per cent of respondents admitted they had not.

"We've conducted our annual US agency survey for the past four years -

launching the survey last year in the UK and

Canada

- to provide the digital

video industry with unique global insights," explains Tod Sacerdoti, CEO and

founder of BrightRoll. "BrightRoll invests heavily in research, including industry

reports and more than 300 campaign planning and impact reports annually, to

identity key digital video advertising trends and move the category forward in

Germany

and globally."

To download a full copy of the results, please visit:

http://www3.brightroll.com/insights/uk-industry-reports/

About BrightRoll

BrightRoll is the world's leading provider of digital video advertising services.

The company has access to billions of monthly digital video impressions across

the globe. The company enables advertisers to execute smart digital video

campaigns across the web and mobile landscape. Proprietary buying

technology, combined with full site disclosure and flexible targeting provides

BrightRoll customers with the reach, frequency and scalability needed to

achieve campaign goals. The company provides publishers with access to the

industry's largest video marketplace to maximise monetisation of their

inventory. BrightRoll is a privately held, venture-backed company

headquartered in

San Francisco, California

with European headquarters in

London

and German offices located in

Hamburg, Germany

. For more

information visit http://www.brightroll.de