Big Marketers Flocking to Digital Video in 2012, Forrester’s David Cooperstein

By on 02/17/2012 2:42 PM @daisywhitney

By the end of 2012, more than half of marketers will likely be experimenting with digital video, up from just  20% in 2011, which will bring a shift in the creative as well.

That's the prediction from  Forrester's David Cooperstein, VP and Research Director in an interview with Beet.TV conducted at the ANA conference in NY.

Forrester Research and the ANA just released a joint study on digital video advertising and TV ad effectiveness concluding that marketers are much more bullish both on TV ads and new forms of digital video than they were two years ago, he said. That's a promising finding, suggesting that the budget pullbacks from the recession are in the rearview mirror and that marketers are eager to test and try new ad formats.

Specifically the study found that about 70% of marketers plan to up their spending on Internet advertising this year, with mobile video the top option they'll likely test as an alternative to 30-second spots. Also, nearly half of marketers are planning to test advanced TV ad placements such as connected TVs in the coming year.

They're willing to test over-the-top, targeted TV ads, targeted video ads and other formats. "Experimentation is going to be pretty rampant over the next two years," Cooperstein said.

More on television and marketing in the is report by David Kaplan on TVexchange.

Daisy Whitney

 

Recent Videos
image
VideoElephant Gives Brands Video Content

FORT LAUDERDALE — Since launching in 2011, video aggregator VideoElephant of Dublin has built some traction in the UK and Israel; now it wants to beef up its US operations. “Later this year, we’ll be opening an office in New York,” head of business development and partnerships Brian ...

image
Touchdown! Civolution Uses Super Bowl Moments To Trigger Online Ads

FORT LAUDERDALE — NFL’s annual Super Bowl may be renowned for generating vast sums in advertising revenue on TV. But that requires a big budget – what if the TV broadcast could trigger a downstream bump in advertising buzz online? That’s the technology which data and watermarking ...

image
‘Premium’ Is In The Eye Of The Beholder: Coull’s Watkins

FORT LAUDERDALE — Advertisers like to talk about their search for “premium” ad inventory – the kind of places that only quality brands like to be seen. But is inventory really “premium” if hardly anyone sees it? “What defines premium is in the eye of the ...

image
Hulu’s Naylor: Majority of Views Now in the Living Room

FOR LAUDERDALE –  Hulu, the popular entertainment video portal,  is seeing a majority of its views coming via devices that connect to the television, says Peter Naylor, SVP of Advertising Sales, in this interview with Beet.TV He says that some 60% of viewers are now consuming content in their living ...

image
A Wonderful, Unexpected Run/Walk to Fight Cancer with Tracey Scheppach and David Moore

FORT LAUDERDALE –  Cancer has touched so many of us — and sometimes it hits very close to home.  Such is the case for SMG’s EVP Tracey Scheppach whose son Ryan, 9, is battling leukemia.  His official diagnosis is High Risk Pre-B ALL (Acute Lymphoblastic Leukemia).   Tracey has taken to ...

image
The Transformation of Television Advertising via Addressable is Inevitable, Videology’s Castree

FORT LAUDERDALE — It’s going to be gigantic when all the technology is in place – but why let the future get in the way of disrupting the present? “At end of 2015, we’ll be lucky if 3% of the total video universe is transacted programmatically,” ad tech firm Videology ...

image
Deduplicate Audiences With Cross-Media Planning: Nielsen’s Hohman

FORT LAUDERDALE — If you advertise to reach an audience demographic in online video and in TV, you may think you have maximised your reach – but, if some viewers saw your ad in both media, have you overpaid? Nielsen agency solutions MD David Hohman says new measurement tools like his own ...

Screen Shot 2015-01-30 at 12.28.37 PM
Full Ad Viewability Comes With A Price: Google’s Hong

FORT LAUDERDALE — So you’re an advertiser and you only want to pay for ads that humans can actually see? Be careful what you wish for – today, that may be like cutting off your nose to spite your face. “They believe they should have always been paying for the viewable ...

image
MEC’s Shenan Reed: Programmatic Need Demystifying

FORT LAUDERDALE – Programmatic buying is a more automated process, but that doesn’t mean it’s less expensive, says Shenan Reed, President of Digital North America at MEC, at the Beet.TV executive retreat this past weekend. However, that is a popular misconception among some brands. ...

michael glantz revised
Simulmedia’s Glantz: We are Measuring Business Outcome from TV Ads

FORT LAUDERDALE – Advertising technology company Simulmedia is aiming to link business outcomes to TV ads, says Michael Glantz, Manager of Business Development at Simulmedia at the Beet.TV executive retreat this past weekend. TV ads have been measured traditionally on reach and frequency, but layering ...

image
Xaxis and the Wharton Future of Advertising Program Join Beet.TV for Video Series of Industry Influencers

Beet.TV has begun production of a 50-part series of personal interviews with noted advertising and media luminaries. These will be short videos of individuals who have impacted the course of the industry. Titled the “Media Revolutionaries,” the series is being co-produced with WPP’s Xaxis ...

image
It’s Basic: Better Ad Viewability Drives Better Sales: comScore’s Fulgoni

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved ...

loader