©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Audience and ROI both biggest draw and downside of online video advertising
Digital video advertising is steadily gaining momentum within online marketing, with eMarketer estimating a 38.6% online video ad spending increase this year alone. And while Break Media indicates most advertisers (79%) will spend less than 25% of their online display budget on digital video advertising in 2011, the majority (70%) plan to increase digital video ad spend within the next 12 months.
Data from the Interactive Advertising Bureau (IAB) shows agencies and marketers are looking to take advantage of online video advertising for its audience targeting capabilities and higher return on investment (ROI).