Online Video Advertising Hot for 2009

According to a recent survey of more than 400 senior-level decision makers, conducted by PermissionTV,
online video is the top priority for digital marketing budgets.

Matt Kaplan, VP of Solutions and Chief Strategy Officer of PermissionTV, said "... online video will play an increasingly critical role in all interactive campaigns... survey results demonstrate the strategic importance of online video in the overall marketing mix..."

The study finds that more than two-thirds of respondents identified online video as a primary focus of their 2009 digital marketing campaigns, as respondents consider interactive video experiences to be the next evolution for online video.
62 percent believe that non-linear, interactive storytelling will become the most effective medium for marketers.

Digital Marketing Focus in 2009 (% of Respondents, Multiple OK):
Anticipated Focus % of Respondents:

Online video 66.8%
Social media 41.6%
Search 34.1%
Webcasts/Podcast 32.0%
Rich media 30.5%
Banner ads 22.8%
Mobile 17.4%

Least Likely Media Budget Cuts in 2009 (% of Respondents):

Digital (banner ads, email, online video,...) 33.7%
Traditional (print, radio, TV) 24.7%
Trade shows/events 21.3%
Guerilla (viral, outdoor, social media) 14.5%

Linking to other videos, graphic overlays, user comments and user-defined contents paths are the most widely needed interactive capabilities for respondents. In Q2 of 2009, more than half of the respondents expect to be implementing or extending an online video project, whereas currently less than one-third are doing so.

Most Likely Online Video Initiatives in 2009 (% of Respondents):
Video Initiative % of Respondents:

Branded/editorial content 63.9%
Viral video 39.0%
Interactive experience 38.3%
User-generated video 29.1%
E-mail video campaign 28.8%
Video syndication 22.5%
E-commerce 21.8%

More than two thirds of respondents reported that strengthening relationships with existing customers and prospects is the primary goal of online video initiatives.

The report notes that traditional and digital/interactive advertising agencies are overwhelmingly confident in their ability to recommend online video initiatives to clients, though digital/interactive agencies expressed more confidence in recommending online video to clients. However, traditional agencies claim more responsibility for driving online video initiatives than digital/interactive agencies.

Chad Ciesil, President at WhittmanHart Interactive, said "We're recommending the use of online video in all of our client's campaigns as it can lead to greater customer engagement and better campaign ROI."

Bron: Center For Media Research, January 2009