Study Reveals a 45% Increase in Advertisers’ Preference for Online Video ContentPosted on August 27th, 2014
In the last year, the country’s top advertising agencies’ interest in video content marketing has risen an astonishing 45%, cementing online video’s status as the premier way to market to web users.
According to an August 26 The Street article, the STRATA survey also found that 67% of advertisers today reported that digital video is the “primary focus” of their clients.
This news is the latest in a long series of findings that reveal the growing effectiveness that a video marketing strategy boasts for businesses big and small.
It’s no coincidence, then, that Google is also 50 times more likely to place websites containing video content on the first page of any given search result than traditional text-based content.
In the STRATA survey, approximately 72% of ad agencies reported their clients preferring to use YouTube as an outlet for their video advertisements, The Street reports. About 36% of clients preferred Hulu, one of YouTube’s competitors.
But while more advertisers are interested in the benefits that video content can offer, many still doubt the return on investment, or ROI, of these video ads. In the STRATA study, about 47% of the ad agencies surveyed reported feeling “fairly confident” that online video ads are cost-effective and a good value. Conversely, however, 40% of agencies reported feeling unsure that online video was a good value, according to The Street.
“While dollars continue to flow to the traditional advertising mediums, our agencies continue to ask for better ways to buy digital video advertising,” Joy Baer, STRATA’s president, told The Street. “We are seeing long-form digital video content increasingly mirror the 30-second TV ad experience, further blurring the lines between devices.”
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