Tuesday, June 11, 2013
[cross-posted from the DoubleClick Publishers Blog.]
When we think about the multi-billion dollar future of digital advertising, we believe that much of that growth will be driven by video. Video advertising is a very compelling way to connect and grow an audience, especially when we layer on technology’s creative possibilities. What’s driving its astronomic growth?
Last Thursday we walked through our second display insight, around selecting the right creative formats to match your campaign goals. Our “Display Insights” Series continues today, where we’ll begin to explore the opportunities in video advertising.
We took a look at video ads across DoubleClick’s advertising platforms to identify areas of opportunity for advertisers and publishers, and shared these areas of growth in a three-part research collection: “Video Advertising Momentum”. We exclusively analyzed in-stream video ads that played against video content, and focused on ads served on sites globally, excluding Google owned and operated sites like YouTube. We’re going to unpack the findings over the next two weeks, kicking it off with this infographic:
Digital video advertising is essential for brand campaigns.
- Advertisers are getting into digital video in a big way: two out of five video ads on the DoubleClick advertising platforms came from advertisers new to digital video in 2013 - and many of them were large brand advertisers.
- 68% of video ads in the last 12 months came from four advertiser categories dominated by large brand advertisers. The top video advertiser categories were Automotive and Retail, with Consumer Packaged Goods and Technology advertisers rounding out the top four.
Publishers are growing audiences and revenue with more video.
- News publishers are redefining the way they deliver the news. As they increase their focus on video news content, they’re running 3 times more video ads this year than last.
- Video content is coming from all across the web - not just from TV or entertainment publishers. Sites that have benefit from increased video spending include Automotive & Vehicle, Sports, Computers & Electronics, and Shopping sites.
For video, the opportunity is clear: brand advertisers are using video to reach their audiences across the web, and publishers are powering their content strategy with more video. We can’t wait to see how video rockets digital advertising to new heights.
Stay tuned for next week’s edition of Display Insights, as we dive into how programmatic video has hit its prime-time. And if you can’t wait that long, check out the full Video Advertising Momentum collection to explore them on your own.
Posted by Mel Ann Chan, Product Marketing