online-video

77% of Brands Aren't Using Online Video Advertising

  |  December 11, 2012   |  Comments

A new study from Kantar Media has found that 77 percent of brands are using national TV advertising exclusively.

A new study from Kantar Media has found that 77 percent of brands are using national TV advertising exclusively.

According to the study, only 23 percent of the brands surveyed were using online video. About 12 percent of brands reported that they were using both online video and national TV advertising. While another 11 percent said they were using online video advertising only.

Kantar Media says that the restaurant and automotive industries were the most likely to use both advertising video platforms in the month of October.

According to the study, 43 percent of the restaurant industry was using both online and national TV video ads. Kantar Media also found that 30 percent of automotive firms were using the two-platform video advertising method.

The study reported that Internet communications and content companies were the most likely to use an online-only method for video advertising. Kantar says that 39 percent of Internet content and communications companies are using online video advertising exclusively.

Resort and travel companies were the second most likely industry to use an online-only video advertising strategy. According to the study, 28 percent of resort and travel companies were using an online-only method for video advertising.

The reports of companies moving to online video advertising exclusively come as consumers continue to view more online video. According to a recent study from comScore, 11 billion online video ads were seen in October.

ComScore reported last November that over 88 percent of online users watched at least one online video in October. According to the firm's report, 22 percent of online video seen during the month were ads.

Another report from Adap.TV found that national television advertising budgets were being reduced in an effort to bring more funding to the online ad space. According to Adap.TV's report 34 percent of advertisers surveyed were reducing broadcast advertising budgets to make room for online video ad spending.

Kantar Media came up with its statistics by surveying more than 4,100 brands' advertisements. The study was commissioned in the lead-up to the firm's release of its new Online Video Measurement service.

Video image on home page via Shutterstock.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...