Media buyers would agree to pay a premium to place Video on Demand (VoD) campaigns against good quality content and strong brands rather than hit long-tail websites, new research has shown.
Advertising solutions firm Collective surveyed 156 media buyers and found 46% would pay a higher CPM, with a further 32% claiming price should be determined by good performance largely measured by view-through rates. Nearly half of respondents said this was their main measurement of performance, showed the research.
Additionally, the report revealed media buyers are responding to the broadening reach that quality short-form video provides across the web with 55% claiming to place more than half of their campaigns on non-broadcaster platforms. Just 15% of buyers spend more than 75% of their budget on broadcaster platform – a 16% drop since the previous survey in September 2011.
When quizzed about what they thought of real-time bidding (RTB) for online video, 75% of VoD buyers responded positively, either expressing an interest in trialling it or indicating that RTB would provide complete control over planning and buying VoD, said the report.
Steve Filler, MD of Collective, said: “Our latest survey shows a very healthy outlook for the UK VoD market. 64% of buyers said that they expect to increase their budgets by more than 25% in the next six months and many are prepared to pay a premium to reach fully engaged users on strong web brands with established audiences.”