Strata Marketing, which is owned by Comcast, recently completed a survey of traditional marketing and advertising companies. One topic of the survey is online video ads, which a growing number of these companies are using. Of those who responded to the survey, 81% said that their interest in digital marketing has gone up over the past year. In addition, 66% reported that their interest in print ads has dropped over the same time period.
This is not really surprising, and in my opinion just reflects the fact that they are finally catching up to the rest of the world. Everyone knows that print ads are becoming less effective, and digital is the way of the future.
As traditional advertising companies often do, they are focusing most of their efforts on the biggest name advertising options. 96% said they are using, or plan to use, Facebook ads this year. 72% said that of YouTube.
Interestingly, however, about 50% of the respondents reported that they were unsure on whether or not online video ads were getting a good return on investment. Only 15% said that they were ‘very confident.’
One last point that all performance marketers should be aware of is that while in 2015 TV is still the primary advertising focus, with 44%. Digital is moving up quickly. 27% of respondents are saying putting most of their effort in this area.
You can see the survey HERE.
