In March 2011, BrightRoll delivered over 387 million video ads, hitting 22.8% of the total US population. That means a little more than 1 out of every 5 people living in this country view at least one video ad delivered by BrithtRoll every month. Pretty impressive! You’d think a company with that kind of reach would know a thing or two about the state of online video advertising. It does.
Brightroll conducts an annual agency survey called the Online Video Advertising Report. Every year, the company polls the advertising agency executives and media buyers it works with to get a sense of their spending on, feelings about, and understanding of online video advertising. The third iteration of the report came out this week. Here are some key takeaways:
It’s important to note our sources. BrightRoll is most likely polling individuals and agencies it already works with, so of course those individuals and agencies are going to be more likely to see the benefits of online video advertising and allocate their ad buys accordingly. But still, those numbers above are overwhelmingly positive for the online video industry.
Individuals are spending nearly as much, if not more time online than watching they are watching traditional television. The results of BrighRoll’s study indicate more ad dollars will start following those viewers onto new media. It’s about time.
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