More advertisers are tapping into online video advertising to connect with their customers than ever before. BrightRoll's U.S. Video Advertising Report analyzes the shift toward digital advertising on computers, smartphones, tablets and connected TVs.
Its survey of advertisers found that 64 percent think online video advertising is just as or more effective than TV. Most said the medium was as or more effective than display (87 percent) and social media (69 percent) advertising.
About a third of respondents say 40 to 60 percent of their RFPs (request for proposal) include an online video component, a 9 percent increase from the year prior. About another third say more than 60 percent of their requests include online video.
The majority of respondents said it's likely they will allocate part of their video budgets to online and mobile, and roughly half expect to do so with tablets.
Advertisers say their clients are most concerned with reaching unique viewers and increasing their ad impressions. The advertisers themselves felt the most important metrics are views, brand lift and sales impact, respectively.
To grow online video ad spend, 40 percent say the medium needs clearer ROI, while 30 percent wanted clearer success metrics. They also felt online video ads should have additional research on their offline impact and performance.
To check out the full report, head over to BrightRoll's website.