How big is your brand’s video advertising budget for 2014? If you’re keeping up with digital advertising trends, your brand’s video advertising spend is going up next year. That’s according to Adap.tv and Digiday’s Q4 2013 State of the Video Industry report.
According to the survey results, 86% of brands plan to increase their video advertising budgets in 2014. They don’t just plan to spend more on video advertising next year. They plan to spend a lot more. The average increase is expected to be 65% more video ad spending in 2014 compared to 2012.
Video advertising budgets in 2014 will also show an increase in programmatic buys and mobile video ads, but most are buying mobile video on mobile phones (25%) while just 17% are buying mobile video ads on iPads.
Finding the Money for Video Advertising
With the increase in budget dollars going to video advertising, the next question is where that money will come from. For 33% of brands responding to the Adap.tv and Digiday survey, video ad spending will not steal budget dollars from other advertising channels. Instead, video advertising spending will use incremental budget dollars. Another 31% of brand respondents believe the required money will come from broadcast TV while 30% believe it will come from display. Only 19% believe video advertising budget dollars will come from print.
Video Advertising Problems
Despite the growing investment in video advertising, 65% of brand marketers are still not satisfied with the metrics available to them related to audience guarantees. However, their dissatisfaction stems from several problems:
- Lack of support for cross-screen measurement of audience = 36%
- Lack of confidence in audience measurement methodologies = 47%
- Lack of support for deeper audience measurement beyond age and gender = 15%
- Lack of consistency between alternative methodologies and providers = 15%
Video Advertising Trends
Based on the research findings, the Q4 2013 State of the Video Industry report identifies four trends for 2014:
- Buyers will demand better metrics and inventory
- Sellers will push mobile
- Programmatic buys will increase
- Big events (such as the 2014 Winter Olympics) will be hot for both video advertising buyers and sellers.
You can view the full report in the SlideShare presentation.
Are you increasing your brand’s video advertising budget in 2014? Leave a comment and share your thoughts on video advertising trends.
Image: Bartek Ambrozik
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.
She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
