A worldwide study by the company Be On suggests that the growing use of online video by advertisers is very much at the expense of traditional television and display advertising. The study questioned over 750 experts from brands, media and creative companies in the UK, Europe and America.
The main top line findings from the research are as follow:
- 73% of respondents said that they had increased their level of expenditure on online video advertising over the last 12 months.
- 50% of respondents stated that their increased spend on online video came from TV and display advertising budgets.
- 78% of European respondents said that online video offered greater engagement and scale opportunities.
- Better audience targeting was cited by 73% of respondents as the main attraction for online video marketing, while 67% said measurement was a key reason for increasing online video spend in the future.