One of the biggest growth areas for targeting consumers within the marketing communications spectrum at the moment is the use of digital video. A newly published advertising report on the UK market from the video advertising platform provider BrightRoll, claims that 2013 is a pivotal year for digital video in the UK, and in particular for mobile video. According to BrightRoll, UK advertisers are adopting programmatic buying practices and deploying advanced targeting and measurement tactics as video moves into the mainstream. The report found that nearly a quarter (23%) of UK agencies believe video is more effective than TV ads, a 29% increase compared with 2012, and nearly two-fifths (38%) believe video ads are more effective than social media.
When asked which features of video advertising their clients find most valuable, 40% of advertisers said that it was targeting. Another key finding from the report was that 79% of survey respondents are likely or very likely to devote a portion of their video ad budget to mobile video in 2013, while 89% are likely or very likely to spend on online video ads.
The report also discovered that the majority of UK agencies say half or more of their RFPs now include a digital video component, compared with to just 28% in 2012, and just over a quarter (27%) of UK agencies say online video is the media category that will account for the largest increase in spending in 2013. By contrast, just 7% of respondents say TV and 5% say social media. Moreover, 41% of UK agencies expect to allocate half or more of their video ad spending to programmatic channels in 2013, aiming to save time and money.