Schedule a Demo
Does My Company Subscribe?
Can brand video content stand alone online? High-level US media agency executives seem to think so, according to a December survey of them by native advertising platform Sharethrough.
While pre-roll or in-stream advertising were the most popular ways to deliver online video to consumers—92.4% of media executives surveyed said they used it—there is clearly appetite for less interruptive online video advertising as well. Nearly three-quarters said they had distributed brand videos through owned media channels such as a brand website or social media account. And just under half had worked with native advertising, in which online brand videos are treated as standalone content in partnership with a publisher site (e.g., a sponsored story on Facebook or a sponsored post on a website).
Media agencies are holding native video campaigns to similar standards as those for other kinds of campaigns, which suggests that native video could comprise a core part of the marketing mix. Among the most common primary key performance indicators: brand lift, sharing and cost efficiency. Just like video bloggers and other would-be online stars, 13.6% of executives said they monitored YouTube video view counts as well.
The consensus on objectives for online video campaigns of all kinds (including pre-roll, owned channels, native advertising, etc.) was that awareness is key—94.6% of respondents were looking to achieve that end. After that came branding (67%) and brand affinity and advocacy (45.5%).
Given that “sharing” was the No. 2 key performance indicator for native video specifically, that seems to be a particularly important role native video is playing in the online video marketing mix.
Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more.
Check out today’s other articles, “Internet Radio's Audience Turns Marketer Heads” and “Russia's Digital Ecosystem Shaped by Market Nuances.”
Join eMarketer for a free webinar:
Thursday, December 8, 1pm ET
Space is limited.
made possible by
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.