Sizmek’s benchmark report highlights challenges marketers still face to deliver strategically integrated digital video ad campaigns
London, UK – Sizmek (NASDAQ: SZMK), 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
Sizmek Open Ad Management brings freedom of choice to end-to-end advertising. With a single point of access to the best technology, data, and strategic guidance‹and the flexibility to choose solutions that fit their strategies more than 42,000 advertisers, agencies, publishers, and trading desks create inspiring, seamless advertising campaigns that connect them to their customers around the world easily and effectively. Open and independent, Sizmek’s wide range of technology and data is bolstered by integrations with more than 100 partners providing leading solutions for attribution, data management, audience measurement, search engine marketing, creative authoring, and more. Sizmek operates in more than 70 countries, with local offices providing award-winning service throughout North America, EMEA, LATAM, and APAC.