77% of Video Advertisers Won’t Make the Switch From TV
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77% of Video Advertisers Won’t Make the Switch From TV

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Although they now have a huge competitor, TV ads will not be going away in the near future. Most brands and companies still use them despite their extensive digital advertising efforts. It seems, however, that marketers are still putting most of their time and effort into TV when it comes to video advertising. Digital video advertising has become incredibly popular, but it appears that this level of popularity has not reached nearly as high as it could. According to a recent report from Kantar Media, a marketing insights, information and consultancy agency, there are still quite a few video marketers that have not tapped into digital video as a source of marketing results.

By analyzing ads appearing on both TV and some of the leading online video advertising sites from over 4,100 brands, the report found the numbers in favor of TV ads. Only 23% of brands used online video, with 12% using both online video ads and TV ads and 11% using only online video ads. That left 77% of brands that, for their video marketing, used TV ads exclusively and did not use online video whatsoever.

In regard to which brands are using online video and which are using TV, here is what Kantar reported in their highlights:

According to analysis of data from the tracking service, of the industries that used both national TV advertising and online video advertising during October 2012, restaurants and automotive were the most likely to use both channels, at 43% and 30% of brands advertising respectively, while Internet communications and content companies as well as resort and travel companies were the most likely to use online video advertising exclusively, at 39% and 28% respectively.

Now, with the enormous switch to digital online content by a majority of marketers these days, it is surprising to see that so many marketers are still hung up on TV advertising. Just recently in November, comScore showed us that 88% of online users viewed an online video in the month of October. Even if just one video is being watched for each user, 88% is a huge number in comparison to the entire user base of the internet. Online video is certainly taking over the video advertising industry, and with 77% of video advertising still shooting for results on TV, it is difficult to see how they might be making a good move.

Of course, TV ads are still seeing decent results, because the American consumer is always going to be interested in television. However, television is even being viewed online more and more, so should the ads not go online as well? Soon enough, advertisers will begin to more rapidly make the switch to online video, as the relevance shifts more drastically than it already has.

George Carens, President of Kantar Media Intelligence North America, states, “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.”

So, are advertisers just late to the online video game, or are they simply sticking to TV, which is what they know best?

Written by Michael Levanduski

Michael Levanduski is the assistant editor of Performance Markting Insider. He fell into the world of freelance writing several years ago quite by accident, but knew quickly that it would be something he loved from then on. He has been honing his craft ever since. In addition to writing about performance and internet marketing, Michael enjoys researching and writing on a wide range of different subjects ranging from dog training to current events and just about anything else you can imagine. Michael was born in Grand Rapids, MI where he still lives with his wife and three children.

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7 Comments

  • Clint Butler says:

    I feel that marketers havn’t made the switch to digital marketing because they arn’t really understanding how to leverage it.

    The most successful campaigns are leveraging both. Of even having their TV ads lead to their digital offerings. Do that properly and one could really knock it out of the park for the long term.
    Clint Butler recently posted..What Is SEO? Part Three – On Page OptimizationMy Profile

  • Dannie Chase says:

    The biggest issue in my opinion are the rates for advertising in web. TV advertisers know that online users are mostly low quality, young and intelligent audience that you cannot use to advertise baking powder etc. Not only majority businesses cant find its place in online video marketing, but also the prices are pretty high comparable to results they are getting from TV ads.

    • Daniel says:

      Hey Dannie,

      I believe the thing is different here. TV Viewers and not that high quality. Just think a while, image advertising does not have that much impact than direct advertising. TV advertisers rely on the fact that repetition may print the idea in the viewer and that means a lot of money spent by the advertiser.

      TV remains the king because the traffic they can give. On the other hand video marketing is not that expensive, and can be controllable by the user. This means the user can view the video as much he likes. Video advertising requires a lot more creativity.
      Daniel recently posted..Fixing your partner snoring problems never have been that easyMy Profile

  • Gena Alfonzo says:

    Its surprising that they cant find their place in web advertising. Video sites like YouTube not only let you target pretty well your audience, but also give you possibility to reach global audience easily. We will see in next 5 years if this will change. Great article!

  • Andrew says:

    The biggest issue in my opinion are the rates for advertising in web. TV advertisers know that online users are mostly low quality, young and intelligent audience that you cannot use to advertise baking powder etc.The most successful campaigns are leveraging both. Of even having their TV ads lead to their digital offerings. Do that properly and one could really knock it out of the park for the long term.
    Andrew recently posted..Tally peacocking like a twatMy Profile

  • Edward says:

    We did a big survey of the marketing agency over here in the UK and we found overwhelmingly that they were recommending people move away from TV. The ROI is just terrible, problem is people just presume it strengthen a brand.

    If it wasn’t fro Christmas day with my folks I wouldn’t have watch telly for a year.
    Edward recently posted..How To Spend Your Marketing Budget In 2013My Profile

  • SEO says:

    Great post. Very interesting, I’ll be back for more!

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