“94 percent of ad executives plan to expand on their spending for online video in the next year,” says a BrightRoll survey, up from 87 percent last year. The majority of respondents, roughly 54 percent, said they are looking to spend the money on interactive pre-roll, while 20 percent looked towards branded entertainment, 15 percent considered consumer content and 11 percent are looking at other forms of creative content.
“Online video underwent a cycle of massive innovation in 2009, and has matured into a highly effective platform for advertisers to connect with their target audiences online,” said BrightRoll CEO Tod Sacerdoti.
56 percent of respondents said that they see online video advertising as either “more effective” or “much more effective” than other types of advertising.
Source: MediaPost {link no longer active}
