by Anna Bilek
Overall, companies invest more in digital marketing. According to BVDW and OVK, more than 1.6 Bn. Euro will be spent on Display Advertising (online and mobile) this year. Combined with the budget for search term marketing, this amounts to 27.6% of the total advertising expenses by now.
More and more companies focus on moving images formats within the area of Display Advertising. This corresponds to the global trend to more interaction and dialogue orientated online advertisement. A remarkable bonus growth has been recorded for pre-roll add (+15%) last year, whereby investments in mid- and post-rolls have also increased. The growing interest of advertisers in video formats is not least based on the evidenced relatively high click and view rates. Additionally, marketers are also very willing to create new formats.
For example, OMS offers so-called "Video Engagement Ads" in their premium portfolio since August. Instead of a paywall, a video advert is played preceding the high class content, which has to be watched by the user in order to answer a question regarding the video's content following it. The OMS aims to achieve an above average brand recognition and advertising impact with this format. However, for the perception of a brand to be positive when put as a barrier between user and desired content, it is highly dependent on the quality of the video ad. The mechanism is already known from Free TV.
The parallel use of TV and internet is also increasingly mirrored in the offers of marketers. Various studies show that consumers strongly react to TV synchronous online adverts. Campaigns which link Facebook and TV could generate 60% more clicks in comparison to sole Facebook campaigns. As much as 250% more clicks were recorded for Twitter.
Technologies (video and audio fingerprinting) for content recognition are used to identify shown content on television for TV synchronous online adverts. Once the relevant TV spot is recognised, an online advert on previously defined channels will be broadcasted within seconds, thus extending TV spots in real time to the second screen. A company is not only limited to synchronise to its own advertisements. It is also possible to broadcast its own online advert to the TV spot of a competitor in order to benefit from the increased attention for a certain product category.
The growing diversity of formats and channels increases complexity of online media planning. At the same time the internet offers advertisers increasingly better possibilities to run effective campaigns and achieve measurable marketing and sales results.