SAN FRANCISCO, CA and LONDON, UK -- (Marketwired) -- 09/10/13 -- BrightRoll, the largest independent video advertising platform, today released its third-annual UK Advertising Report, revealing 2013 to be a pivotal year for digital video in the UK. This year's report confirms an uptick in digital video ad spend -- including a surge in mobile video -- buoyed by UK ad buyers' keen understanding of how digital video works in conjunction with TV to reach multi-screen audiences at scale. In addition, UK advertisers are adopting programmatic buying practices and deploying advanced targeting and measurement tactics as video moves into the mainstream.
"The UK ad industry is known for developing creative and cutting-edge content, and this year's survey confirms an increased confidence in video, underscoring the sophistication of UK advertisers," said Tod Sacerdoti, CEO and founder of BrightRoll. "British consumers are well-connected and at ease watching digital content on the web, mobile, and connected TV; UK marketers have responded by investing in video ads to reach these multi-screen consumers however and whenever they tune in."
Surveying nearly 150 executives at top UK ad agencies, the 2013 BrightRoll UK Advertising Report addresses key industry trends to help marketers navigate the shifting media landscape and gain an understanding of the opportunities and challenges that digital advertising presents.
In a report from the IAB UK, spend on video advertising grew 46 percent in 2012 to £ 160 million, and over the last three years, UK advertisers have increased spending by almost six-fold (471 percent). What's more, the UK is leapfrogging ahead in mobile, while spending on mobile video ads is exceeding the US and other European countries.
BrightRoll asked UK agencies to compare the effectiveness of video to other advertising channels and 23 percent say video is more effective than TV ads -- a 29 percent increase from 2012 -- while 38 percent believe video ads are more effective than social media. In order to reach UK consumers watching large amounts of video online and across mobile devices, advertisers expect to increase spending on mobile advertising in 2013. In fact, 79 percent of UK survey respondents are likely or very likely to devote a portion of their video ad budget to mobile video in 2013, while 89 percent are likely or very likely to spend on online video ads.
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