There has been a lot of talk about online video advertising
and how it can be a complement to traditional spots on
television. Certainly online video is growing as a medium,
but the latest research from indicates that it
is not yet a threat to regular television and that few
advertisers are taking the opportunity to launch campaigns
that include both media.
Ads appearing on national TV and on
leading online video sites found that more than
4,100 brands were advertising on one
of those media and/or the other. Of those brands, 23%
used online video, with 12% advertising on both online video
and national TV, and 11% advertising
on online video exclusively. Meanwhile,
77% of brands used national TV
Restaurants and automotive were the most likely
to use both channels, at 43% and 30%
of brands advertising, respectively, while internet
communications and content companies as well as resort
and travel companies were the most likely to use online
video advertising exclusively, at 39% and 28%, respectively.
“Consumer interest in online video is surging, but to date
companies have had little insight into how this important
channel is being used for marketing and advertising campaigns.