As more viewers consume content online, advertisers are following suit and targeting a multitude of screens with video ads, according to BrightRoll's annual ad report.
"TV is no longer the only way to reach consumers with video and mobile is quickly becoming everyone’s darling," the report states.
Ad professionals today are less concerned with the price of video ads, compared with last year. Instead, they now find that the ability to target audiences -- by context, behavior, demography and geography -- is the most valuable aspect of online video. This correlates with 64 percent of respondents saying that online video is equally or more effective than TV.
Compared with last year, more request for proposals now include online video budgets. About a third say more than 60 percent of their digital RFPs include video. Still, 70 percent remarked that online video needs clearer ROI and success metrics in order for them to grow their video ad spend.
About half of advertisers are buying their video inventory from ad networks and publishers, a 16 percent increase from last year. Networks overtook publishers as the go-to source, so the latter suffered an 18 percent decrease from 2011.
Moving forward, more advertisers are eyeing the mobile sector. Half of respondents said they'd likely include tablets in their digital video budgets, while 64 percent said this about smartphones and 30 percent about connected TVs. Thirty-seven percent reported that they would integrate interactive pre-rolls for mobile devices.
Currently, more people in the industry want research to gauge video ads' offline impact and performance. As it stands, their primary metrics for success are focused on views, brand lift and sales impact.