Here’s some good news for web video publishers and producers. Online video advertising budgets are expected to jump sharply in 2012. Brand advertisers who purchased online video ads this year are projected to spend 47 percent more next year. These numbers were released this morning in the second annual “Video State of the Industry Survey” by Adap.tv and Digiday.
For advertisers that didn’t purchase any video ads so far this year, 84% say they will include digital video in their campaigns in Q4 2011 or 2012.
Advertisers say they are most likely to shift spending away from display and print ads to fund the increased online video spending. While some have feared online video might start replacing TV ad spending, the report claims television ad budgets, especially for cable, are safe for now. A majority of advertisers say online video ads are a direct compliment to TV, not a replacement for TV ads.
The report, which surveyed nearly 600 advertisers, publishers, and video technology providers, says rates for interactive video ads are up an average of 19 percent over last year.
Some other key findings:
A webcast about the findings will be streaming at Noon ET at www.digidayvideo.com. There will also be a Twitter-based Q&A at 1pm ET via @Adap.tv with the hashtag #StateofVideo. When the webcast ends, the report will be available online at www.adap.tv.
The business and technology of online video will also be the big topic today when the Streaming Media West conference kicks off in Los Angeles.
Adap.tv builds technology that destroys the inefficiencies of television and video advertising. It delivers a programmatic way to plan, buy, sell and measure across multiple sources, screens and methods of transacting. Adap.tv is comprised of two operational units – the Adap.tv Platform and the Adap.tv Marketplace. The Adap.tv Platform provides advertisers, publishers and ad networks with automated ad trading solutions customized to meet any business goal. As the world’s largest source of video supply and demand, the Adap.tv...