World advertiser turns from traditonal advertising for online video

Major advertiser Reckitt-Benckiser announced it is shifting $20 million of its TV budget to online video. Reckitt-Benckiser, which has a $475 million measured-media budget for TV.

“We’ve seen a fundamental shift in consumer consumption and  habits migrating over to digital video,”  Fonzetti, the agency’s Internet specialist, told AdAge.  The integration of traditional and digital media is here now.”

This is a major advertiser taking a major step. Sure its a relatively small piece of their total pie, but based on the experiences and ROI we’ve seen with online video at silverlinemedia.tv this will shift further, fast.

Official – Online Video Advertising Lifts Buying by 40%!

Gian Fulgoni, chairman and co-founder of comScore, presented crucial research at the OMMA Hollywood conference in Los Angeles on Monday. 

Brands using online video ads have seen lifts of from 20 percent to 40 percent or higher in terms of incremental buying.  ComScore,  tracks the online viewing and shopping of 2 million individuals in the USA.

View more from Fulgoni in this interview with Beet.TV

At Silverlinemedia.tv our customers are seeing the benefit of delivering their message and promotion in video format rather than text and pics. Sound and motion captures attention and drives desire so effectively. No suprises that hard statisitcal data is now backing up this obvious view.

Yanks Watch 11.5 billion online videos in March!

In March 2009, according to the ComScore study, U.S. users watched about 11.5 billion online videos, an increase of 11 percent over February. The average viewer watched about 5.5 hours of online video during March. This now equates to an average of 97 videos per viewer—translating into an average online video clip length of 3.4 minutes.

YouTube, Fox Interactive Media and Hulu top research company ComScore’s list of sites providing the most-watched online videos.

The volume is overwheming and continues to escale to normal surfing behaviour. Key learnings are attention spans are brief. As we know at silverlinemedia.tv – the majority of online video, particularly advertising, works best at the 2 minute mark. However of interest is the significant rise of broadcast streams from traditional and new broadcasters and networks such as Hulu.com.

Why do agencies love internet video but struggle with environment?

EMarketer reports an overwhelming majority of advertising agencies are forecasting major investment in online video advertising.  Well done to traditional suits for finally catching up.

Unfortunately, in a survey conducted by video advertising network BrightRoll, 45% of buyers said the quality of surrounding content was of utmost importance, followed by click-through rate (27%) and site placement (25%).

Quality of environment is a fascinating topic as the internet dismantles the historical ‘safe branded environments’ of old media. Instead we now have a wealth of options to target advertisers not only on local sites but following our customers onto offshore websites.

The opportunity with environment and targeting is over-whelming. At Siverlinemedia.tv we are presenting small medium enterprises via video onto some of the great brands of traditional media through online video targeting as well as the new online forces, an opportunity that has never been so easily attainable or effective.

Don’t you love this video revolution. Game leveller.