If you think that online advertising video campaigns are set to take a hit from a lingering global recession this year, think again. A recent survey shows that digital media (online video in particular) is the least likely medium to suffer funding cuts as compared to campaigns through traditional media channels. In fact, more than half of the respondents expect to be implementing or extending an online video project by the second quarter of 2009 while less than a third are currently doing so.
The study revealed more than two-thirds of about 400 senior-level decision makers have singled out online advertising video as the primary focus of their digital marketing campaigns this year. In an article from the Center for Media Research, the results of the survey conducted by PermissionTV showed that online video will continue to play a dominant role in marketing campaigns. The survey revealed online video to be the top priority for digital marketing budgets.
Matt Kaplan VP of Solutions and Chief Strategy Officer of Permission TV said. “Survey results demonstrate the strategic importance of online video in the overall marketing mix…as well as more sophisticated video.”
That advertisers are willing to spend their ad dollars on online advertising video is supported by the fact that 33.7% of the respondents in the survey revealed their budget for digital media is the least likely to be cut while 24.7% said that they would least likely cut their budget for traditional media.
A majority of respondents considered interactive advertising video experiences to be the next evolution for online video while linking to other videos, graphic overlays, user comments and user-defined content paths are the most widely needed interactive capabilities. “We’re recommending the use of online video in all of our client’s campaigns as it can lead to greater customer engagement and better campaign ROI,” said Chad Ciesil President of Whitman Hart Interactive.
