Advertisers to Continue to Shift Budget from TV to Online? Survey Says Yes

The leader in programmatic video solutions


For the third year in a row, we’ve surveyed media buyers at some of the leading agencies across the U.S in order to better understand the space we’re working in and the issues that are top of mind for agencies today. We’re interested in their perspective on the space, where they see it heading, where they intend to spend their money in the coming year and what gaps they think online video needs to address.

The survey serves as an important measure of online video and helps us tailor our offerings to advertisers’ needs. Beyond that, though, the report offers an interesting snapshot of our industry. Have a look for yourself – the full results can be viewed here – but here are a few highlights:

Spending across the category to increase – In 2011, 28% media buyers expect to see the greatest increase in ad spend on online video. Mobile video came in a close second at 27%.
Online video stealing market share – 86% of buyers expect to shift money from display budgets to online video, and 64% plan to shift budget from TV to online video
More bad news for TV – About two-thirds of respondents said that online video advertising is as effective, if not more effective, than TV advertising.

Lots of great news for BrightRoll, and for online video generally, in the report. The category is growing rapidly and shows no sign of slowing as agencies and consumers become increasingly comfortable with the medium.

Our agency report is part of a larger company-wide initiative to further industry research, which we kicked off with a $1M pledge earlier this year toward advancing research initiatives in online video. The intel we gathered from the survey, combined with our commitment to meaningful research, will help us lead the industry forward.

– Tod Sacerdoti, CEO, BrightRoll