Only 18% of video advertisers use both in-stream and rich media in campaigns

1 year
    Press Release

Sizmek, an open ad management company for multiscreen campaigns, today released its latest edition of the Sizmek Index, which examines video advertising adoption and trends across all consumer ad verticals. The benchmark report finds that brand marketers are not taking full advantage of opportunities to execute integrated digital video marketing campaigns. Out of 4,000 advertisers that served in-stream video ads or rich media video ads over a three-year period, only 18% used both formats in the same campaign. Yet, the popularity of video as an ad format means that in general it is becoming a much bigger part of marketers’ strategies, rising 40% between 2013 and 2015. Consumers are also increasingly watching more video ads, with start rates rising from 41% in 2013 to 63% in 2015. Other key findings: • Consumer packaged goods (CPGs), entertainment, and auto verticals leveraged the most video ads (22%, 20% and 10% of all video ads served, respectively) • There is an opportunity for video in rich media advertising - almost 11% of ads served in 2015 were rich media, but fewer than 5% of those rich media ads included video • While EMEA has seen the biggest growth in video advertising since 2013 (up 160%), North America has seen the biggest growth in 2015 (up 52%), followed by APAC (up 49%) “Video has become an exceptionally important medium for brands today, and marketers have more choices than ever, from passive in-stream to engaging rich-media ads with video,” said Andy Kahl, director, research at Sizmek. “This study shows that although there has been swift adoption of the medium, most marketers are still learning how to effectively execute a digital advertising strategy that comprises multiple types of video. There is still a lot of opportunity for marketers to reach new and existing audiences with content outside the realm of a repurposed television spot.” Sizmek’s Video Index report can be viewed in full at http://go.sizmek.com/video-index-2015