SOURCE: PermissionTV

December 17, 2008 09:00 ET

New Industry Survey Forecasts Widespread Adoption of Interactive Video by Digital Marketers in 2009

Online Video Investments Still Critical Despite Overall Marketing Budget Constraints; Expected to Outpace Search and Social Media Tools

WALTHAM, MA--(Marketwire - December 17, 2008) - Advertising, marketing and media executives will increasingly migrate from a planning and experimentation phase to significantly increase implementation of their online video initiatives in 2009, a recent survey of more than 400 senior-level decision makers, has revealed. The survey, conducted by PermissionTV, identified online video as the top priority for digital marketing budgets, and also demonstrated a strong preference among marketers for increased sophistication and interactivity in online video capabilities to help promote their brands.

"As corporate and brand marketers look to evaluate and improve the effectiveness of digital marketing initiatives, online video will play an increasingly critical role in all interactive campaigns," said Matt Kaplan, VP of Solutions and Chief Strategy Officer of PermissionTV. "These survey results demonstrate the strategic importance of online video in the overall marketing mix, as well a growing requirement for more sophisticated video experiences."

Key Findings:

-- More than two-thirds of respondents (67 percent) identified online
   video as a primary focus of their 2009 digital marketing campaigns,
   versus social media campaigns (41 percent), search (34 percent) and
   podcasts/webcasts (32 percent).
-- In Q2 of 2009, more than half (52 percent) of respondents expect to be
   implementing or extending an online video project, whereas currently
   less than one-third (32 percent) are doing so.
-- Nearly 60 percent of respondents consider interactive video experiences
   to be the next evolution for online video. Also, 62 percent believe that
   non-linear, interactive storytelling will become the most effective
   medium for marketers.
   -- Links to other videos is the most widely needed interactive
      capabilities for respondents, followed by graphic overlays, user
      comments and user-defined contents paths.
-- Respondents expect their 2009 digital marketing efforts (33 percent)
   to be least affected by budget cuts, followed by traditional marketing
   (24 percent), tradeshows (21 percent) and guerilla marketing
   (14 percent).
-- A majority of respondents (63 percent) are most likely to invest in a
   branded content/video destination next year.
   -- Viral video (39 percent) and interactive experiences (38 percent)
      follow as the second and third priority, while only 22 percent plan
      to invest in simple syndication.
-- When asked how online video will enhance customer engagement, a vast
   majority (71 percent) stated it would help build brand awareness.
   -- Driving lead generation was the second largest objective
      (47 percent), followed by enhancing loyalty/retention programs
      (44 percent) and converting customers (41 percent).

"As the PermissionTV survey shows, marketing executives across many industries recognize online video as a critical component of their digital marketing initiatives," said Chad Ciesil, President at WhittmanHart Interactive, a leading interactive marketing firm. "We're recommending the use of online video in all of our client's campaigns as it can lead to greater customer engagement and better campaign ROI."

Additional Survey Findings:

-- More than two-thirds (64 percent) of respondents reported that
   strengthening relationships with existing customers and/or prospects
   is the primary goal of online video initiatives.
-- When focusing on respondents from the traditional and
   digital/interactive advertising agencies, more than 90 percent are
   overwhelmingly confident in their ability to recommend online video
   initiatives to clients.
-- Digital/interactive agencies expressed more confidence in recommending
   online video to clients compared to traditional agencies; however,
   traditional agencies claim more responsibility for driving online
   video initiatives than digital/interactive agencies.

To view a presentation of the survey results click here:

About PermissionTV

PermissionTV provides a flexible online video platform for brand marketers and advertisers, media companies and publishers, as well as their agencies, content producers and technology providers. This platform helps organizations leverage the power of online video to achieve their marketing objectives through the creation and management of customizable experiences. PermissionTV's online video tools help customers such as Boston Symphony Orchestra, Harvard Business Publishing, Intercontinental Hotels, New York Metropolitan Opera and stride rite capture new audiences, enhance relationships, maximize customer value and generate revenue. For more information, please visit

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