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Marketers losing out on ‘in-stream & rich media’ combo punch

Brand marketers are not taking full advantage of the opportunity to execute more integrated digital video marketing campaigns, according to the latest edition of the Sizmek Index. The open ad management company for multiscreen campaigns has examined video advertising adoption and trends across several consumer verticals in this edition. The report finds that out of 4,000 advertisers that served in-stream video ads or rich media ads with video over a three-year period, only 18 per cent used both.

On the brighter side, the report, that analysed video ads from the first half of 2013, 2014 and 2015, illustrates that video in general is becoming a much bigger part of marketers’ strategies to engage their audiences. From 2013 to 2015, digital ads including video rose from 9 per cent to 15 per cent — a 40 per cent increase in just two years’ time.

“Video has become an exceptionally important medium for brands today, and marketers have more choices than ever, from the more passive in-stream to engaging rich-media ads with video. 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,” said Andy Kahl, Director, Research at Sizmek.

Other key findings include:
• Video ads in first half 2015 had a start rate of 62.5 per cent, up from 40.5 per cent in the same period of 2013
• The Consumer Packaged Goods (CPG), Entertainment and Auto verticals leveraged video ads the most (22, 20 and 10 percent of all video ads served, respectively).
• There is opportunity for video in rich media advertising, as nearly 11 per cent of ads served in 2015 were rich media, but fewer than 5 per cent of those rich media ads included video.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.