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Online Advertising & Interactive Videos Rank High in 2009!

Posted by TeamITI on January 27, 2009

roiAccording to a recent survey of more than 400 senior-level decision makers, conducted by PermissionTV,  online video is the top priority for digital marketing budgets, along with a strong preference among marketers for increased sophistication and interactivity in online video capabilities to promote their brands.

Other online marketing initiatives remain important and have gained in popularity. Mobile marketing is gaining ground and closing in on banner ads.

Digital Marketing Focus in 2009 (% of Respondents, Multiple Response OK)
Anticipated Focus % of Respondents
Online video

66.8%

Social media

41.6

Search

34.1

Podcasts/Webcasts

32.0

Rich media

30.5

Banner ads

22.8

Mobile

17.4

Source: Permission TV, January 2009

When making budget adjustments, respondents overwhelmlingly vote to keep their digital investments.

Least Likely Media Budget Cuts in 2009 (% of Respondents)
Unlikely Cut

% of Respondents

Digital (banner ads, email, online video, podcasts, webcasts)

33.7%

Traditional (print, radio, TV)

24.7

Trade shows/events

21.3

Guerilla (viral, outdoor, social media)

14.5

Source: Permission TV, January 2009

More than two thirds of respondents reported that strengthening relationships with existing customers and prospects is the primary goal of online video initiatives.

The report notes that traditional and digital/interactive advertising agencies are are overwhelmingly confident in their ability to recommend online video initiatives to clients, though digital/interactive agencies expressed more confidence in recommending online video to clients. However, traditional agencies claim more responsibility for driving online video initiatives than digital/interactive agencies.

Ways Online Video Expected to Enhance Customer Engagement (% of Respondents)
Enhancement % of Respondents
Increase brand awareness

71.4%

Lead generation

47.2

Loyalty/retention

44.7

Converting customers

41.6

Improving service/support

39.8

Source: Permission TV, January 2009
Advertisements

4 Responses to “Online Advertising & Interactive Videos Rank High in 2009!”

  1. Interesting stats. Thanks for the info. Things sure have changed in the world of marketing. :o) Yvette

  2. Matthew said

    Thanks for publishing a synopsis of our 2009 Digital Survey. You can also view the complete results at http://www.permissiontv.com/survey.

    We’re an online video platform company, and we really enjoy using online video and talking about this fast-growing and ever-changing market. You might also be interested in our weekly live webcast called PTV Live, at http://www.permissiontv.com/live

    Thanks!

  3. very informative – thank you I’ve bookmarked this blog and will come back regularly

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