Web Video Budgets to Grow, Survey

Most marketers plan to up their spend in 2010 on online video—though they’ll do so despite maintaining serious qualms about the medium.

According to a survey of ad advertising agencies commissioned by the video network BrightRoll, a whopping 94 percent plan on increasing their Web video budgets this year. That’s despite the fact that nearly half of those surveyed have either had a video campaign executed in a way other than how they expected (17 percent) or are are unsure about whether their campaigns have run as planned (31 percent).

Indeed, BrightRoll’s report found that online video still has some credibility issues. Among the practices identified as concerns are the polarizing tactic of auto-start video, cited by 43 percent of respondents, as well as “misrepresented pre-roll’ ads (26 percent) and video ads that appear below the fold on a Web page where few people may actually see them (22 percent).

Pricing and metrics are also points of contention in the Web video industry. Many buyers gripe about paying CPMs that are sometimes higher than those charged by TV networks, and complaints about the lack of standards when it comes to Web video impressions and/or views are common. BrightRoll found that many agencies are gravitating towards some sort of engagement based sales model (34 percent of survey respondents said so), yet close to half are interested in a “cost per view” model (45 percent).

Still, despite its shortfalls, most agencies are bullish on the medium’s potential, found BrightRoll. According to the report, “more than half (56 percent) of respondents stated that they view online video advertising as either more effective or much more effective than other forms of advertising.”