Monday, 11 April 2011

Advertisers set to increase spend on digital video advertising

We’re likely to see a huge increase in digital video advertising this year, according to a survey by the Interactive Advertising Bureau (IAB). The results show that the majority of marketers and agencies are increasing their spend on digital video advertising by up to 22 percent over the next twelve months.

It’s no surprise that marketers are looking for more interactive solutions for advertising content. The explosion of online media content is pulling the consumer in different directions and traditional advertising methods are no longer grabbing the attention of the viewer in the same way. The availability of on-demand content means that viewers are now able to skip TV adverts or miss them out altogether.

It’s important to extend beyond the TV screen but not to cut it out altogether. Marketers and advertisers need to look to develop interactive and engaging content that can be rolled out across multiple platforms.

Last Christmas Waitrose took its TV advertising to the next level with its series of adverts that encouraged the viewer to take a photo on their mobile of the Quick Response code, which appeared at the end of each advert. The barcode allowed them to download a new app for free, to access recipes, an advent calendar and other tools.

Advertisers need to follow this example and look to develop content that stays with the viewer after the TV has been switched off.

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