BrightRoll, provider of online video advertising services, has carried out research on the success of online video ads. According to data, online video advertising has exceeded other online categories, such as mobile, banner or wallpaper ads, by 25%. The trend indicates that more and more consumers choose online video content and advertisers take the most advantage by appealing to engaged consumers.

Consumers choose online video when they want to keep themselves updated with the daily news and entertainment thus creating the perfect solution for advertisers; consumers engage and interact. BrightRoll CEO Tod Sacerdoti observes the continuous process of growth in the online video domain which enables BrightRoll to interact not only with the their advertisers, but also with their publishing partners, the latter actually offering feedback on the services; they consider that the online video advertising lacks standardization and also claim integration and higher implementation difficulties when comparing to display networks. For a more specific view, we can look at the interpreted data of the research, concluding that 33% are concerned with interruption to the user experience, 29% with integration with third parties, 29% with lack of advertisers and 10% with costs.

According to the report, most publishers claim they are amenable to IAB guidelines regarding VAST (78%) and VPAID (69%). VAST, Digital Video Ad Serving Template and VPAID, Digital Video Player-Ad Interface Definitions certification are very important for publishers who aim at selling excess inventory through third parties.  The graph above shows a breakdown of these ad delivery types, demonstrating advertiser preferences and success rates.

The efforts toward standardization and technology innovation, along with verifiable reporting tools pave the way to growing success of the online video advertising in the following year, despite the economic crisis we are experiencing at the moment.

Source: http://www.brightroll.com/