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.