Online videos are becoming an absolutely essential tool in marketing plans, and it is not surprising if we take into account that 96% of young people already watch videos on a regular basis, or that by 2019 they will already be 81% of all Internet users who will. Having also shown that they help build trust and multiply sales, it seems that there are compelling reasons not to ignore them. And in advertising and marketing agencies they are also aware of this. This has been demonstrated by a survey carried out by STRATA, which Warc echoes, where 7 out of 10 acknowledged being more interested in this format than a year ago (the highest increase since this survey was carried out).

Almost half (45%) of those surveyed said they believed they had received a good performance from the last video ads purchased (although the figure is somewhat lower than last year, when 51% trusted it). What has decreased has been the number of agencies that do not have much confidence in the value of this format, going from 47% to 36%. Perhaps one of the keys to this increase in trust (or at least decrease in mistrust) is that agencies are more sure of the quality of ad targeting, and 55% believe that most of the target audience is reached. time (compared to 38% who thought so in 2014).

On the other hand, agencies are exploring new ways to increase the Pakistan phone number list   reach of video ads through video aggregators and ad buying and selling networks, and 52% of respondents consider it important, or very important, to access these tools. Along the same lines, 3 out of 4 agencies said that it was also important (or very important) to extend their purchases to premium online video channels such as television networks, which represents an increase of 32% compared to last year.

From Strata they explained that “as confidence in the ROI of online video increases, the appetite of agencies for other digital video formats is also greater. We are seeing an increase in interest from agencies for automation tools, including programmatic buying and selling, to find the right inventory and the right audience at the right time. ”

Currently 4 out of 10 agencies are already making at least 20% of their video ad purchases on programmatic platforms, but there are still quite a few concerns about inventory quality (60%) and transparency (45%). Interest in this format is growing not only from agencies, but companies themselves are also paying more and more attention to it, and, in fact, 9 out of 10 brands already use videos for their content marketing, according to a report by Reelseo, Flimp Media and Web Video Marketing Council.

In addition, 72% of B2B marketers consider that videos, both via ads and via content, positively impact the ROI of campaigns, and more than half believe that they have a direct influence on sales. Currently, most companies share videos by embedding them on their own website (86%), but it is also very common to upload them to YouTube (69%), other social networks (64%), email marketing (49%) or use them in online advertising (34%).

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