Media Buyers Predict Upswing In Online Video Ad Spend

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Media Post, 5/3/11

The birth of mobile video inventory, increased adoption of industry standards and better targeting tools are all contributing to a healthy market for video advertising, according to a new report from BrightRoll.

According to the online video ad services provider, 28% of media buyers revealed that they expect to see the greatest increase in ad spending in the online video category for 2011, followed by mobile video (27%) and social media (25%).

What’s more, 86% of respondents said they are shifting at least part of their display dollars over to video, while 64% plan to shift TV dollars to video. Budgets are also migrating from search, social media and direct response, though in slightly more modest numbers at 28%, 27% and 26%, respectively.

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