77% Of Brand Advertisers Still Haven’t Embraced Online Video

By Megan O'Neill 

Online video advertising is booming.  comScore reported that U.S. Online viewers watched 10.8 billion video ads in October of this year alone.  But a new study from Kantar Media reveals that brands may not be as quick to jump on the online video advertising bandwagon as one might think.  The study found that a whopping 77 percent of brands are still using national TV advertising exclusively and have yet to dip their toe in the online video pool.

According to a press release, “These insights come from a new online video ad tracking service launched today by Kantar Media that is the industry’s first to monitor actual occurrences and creative for video ads appearing on more than 90 top online video sites.”  Kantar surveyed more than 4,100 brands’ advertisments as part of a new Online Video Measurement service.

George Carens, President of Kantar Media Intelligence North America says, “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.  Our new service enables detailed tracking of information for the ads playing within online videos, providing a glimpse for the first time into the dynamics that are making online video one of the fastest growing digital advertising segments.”

The study found that of the 23 percent of brands that are using online video, 12 percent are advertising on both online video and on national TV, while 11 percent are using online video advertising exclusively.

So who’s using online video advertising exclusively?  The study showed that of the 11 percent of brands that are only advertising online, Internet communications and content companies accounted for 39 percent and resort and travel companies accounted for 28 percent.

Restaurants were the most likely to use both TV and online video advertising, clocking in at 43 percent, with automotive in second, at 30 percent.

It’s important to note that while 23 percent may seem like a small number, more and more brands are embracing online video as the amount of content viewers are consuming online continues to grow.

Check out our recent post on the top 10 most shared social video brands of 2012 and the 10 most viral branded video ads of 2012 to see a few of the brands and videos that are at the forefront of online video advertising.  Additionally, check out a great video we posted earlier this year on astounding online video statistics that brands can’t afford to ignore.

Megan O’Neill is the resident web video expert here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.