Happy Monetization Monday! This week, we look at our online video friends from across the pond. Collective's 2012 U.K. Online Video Advertising Report is a bi-annual survey of media buyers.
The gist: Online video advertising is more popular than ever. Of U.K. media buyers, 64% said they will increase their ad spend by more than 25% in the first half of the year. 57% said online video makes up more than half of their ad campaigns, a 6% increase from the last survey, conducted in the fall of 2011. A third of media buyers in the U.K. said video ads make up at least 75% of their ad spending plans.
Campaign budgets are expected to average £49,000 (US$76,523), up £5,000 (US$7,809) from six months prior. "This increase is encouraging for the online video market, but most stake holders will feel this average spend number should be higher considering the overall investment into TV," the report said.
It's also interesting to see what metrics media buyers use to judge success. Almost half (47.9%) focus primarily on completion rates. Following that, 32.2% say click-through rates while 7.5% say number of unique viewers.
The other intriguing takeaway from Collective's report is how much buyers value premium versus long-tail content. Altogether, 43.2% said it's worth paying higher rates to place their ads against quality content and strong brands. Meanwhile, 31.5% said prices should be determined by performance metrics and the remaining group said it didn't matter if they are reaching engaged targeted viewers.
To find out more, read the full report over at Collective
, and stay tuned to VideoMind for more Monetization Monday posts!