SOURCE: BrightRoll, Inc.

BrightRoll, Inc.

May 01, 2013 12:00 ET

BrightRoll Annual Report Reveals Video Emerging as Leader in Digital Advertising Ecosystem

Technological Advancements Around Planning, Measurement and Targeting Prove Effectiveness of Digital Video to Reach Audiences Across Screens, at Scale

SAN FRANCISCO, CA--(Marketwired - May 1, 2013) - BrightRoll, the largest independent video advertising platform, today released its fifth annual US Video Advertising Report. This year's report, based on findings from an online survey completed by more than 150 executives at top advertising agencies across the US, reveals key trends and significant changes taking place within the digital advertising industry.

The 2013 report confirms that video has emerged at the center of the digital advertising ecosystem. From 2012 to 2013, video saw the greatest increase in spending among all US digital ad formats and is expected to reach $4.14 billion by the end of the year, according to eMarketer. Based on this year's survey, more advertisers are including video as part of their digital RFPs, with online (95 percent) and mobile (80 percent) video seeing the largest increase in spend. As the industry evolves, brands are realizing that digital video can complement TV advertising to expand reach to an even greater audience across screens -- computers, smartphones, tablets and connected TV.

Advanced targeting, especially behavioral, and the importance of audience measurement remain a strong priority for brands in 2013. Completed views are once again the most important success metric for measuring audience engagement and campaign success, a 42 percent increase from last year's survey. As brands and agencies look for more effective planning and measurement tools, 32 percent of respondents express the need for more research around the impact of video on offline purchase behavior, while 23 percent would like to better understand the translation of GRP to online video buying.

Programmatic has caught the attention of advertisers and is playing an increasing role in media buying for 2013. This year's report confirms the rapid growth of real-time bidding (RTB) in video and reveals that more than a third of respondents expect half or more of their budgets to be programmatic in the next 12 months. As digital video advertising solutions continue to evolve, programmatic buying is at the forefront of helping advertisers save time and money. 

Additional key findings from the report include:

  • Three in four agency respondents (or 75 percent) find digital video to be equally or more effective than TV -- a 17 percent increase from the 2012 report.
  • 66 percent of respondents indicate that more than half of their RFPs during the last year included a digital video advertising component, a 35 percent increase since the question was first asked in 2010.
  • Behavioral is the most valuable form of targeting for video advertising, according to 36 percent of respondents, and nearly a third say that lifestyle is the type of behavioral targeting they expect to use most in 2013.
  • When asked what form of audience measurement clients value most for video advertising, respondents indicate that GRPs/TRPs are most important, a 46 percent increase from 2012.
  • More than one third of respondents indicate the top benefit of programmatic buying for digital advertising is pricing efficiency.

"Video has emerged from the shadow of digital media options and planted itself at the center of the advertising ecosystem," said Tod Sacerdoti, CEO and founder of BrightRoll. "This year's survey underscores digital video's leadership position with proven effectiveness to reach audiences at scale, clearer success metrics to measure ROI and continued technological advancements to meet advertisers' campaign goals."

Download a full copy of the 2013 US Video Advertising Report.

About BrightRoll
BrightRoll is the largest independent video advertising platform for reaching audiences across web, mobile and connected TV. The company powers digital video advertising for the world's largest brands including 90 percent of the top 50 US advertisers and 17 of the top 20 advertising technology companies. The platform enables advertisers to reach 4 in 5 video viewers online and consistently ranks among the top two video ad platforms in ads served. As a result, BrightRoll technology collects and analyzes hundreds of billions of data points monthly enabling real-time decisions that drive ROI for advertisers. To learn more, visit www.brightroll.com.

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