Brands and Agencies Aren’t Shifting Dollars to Video Fast Enough

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  • July 24, 2014
  • by Lisa Ann Mason
  • adapted marketing programs, Advertisers, Agencies, Brands, digital video, direct audience feedback, Social Media, TV ads,
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It’s no secret that ad agencies, along with the world’s biggest consumer brands, are shifting budgets from TV to video ads. But according to a new e-book from digital marketing firm Adknowledge, this transition is happening much too slowly.

Over the past year, ad buying firm Starcom MediaVest moved more than $500 million to digital from TV. MasterCard, Mondelēz International and Verizon Wireless, aware of the digital media landscape’s seismic shifts, are all ramping up their video advertising spends.

Yet Adknowledge CEO Ben Legg says CMOs frequently tell him they’d like to shift budget to digital video even faster than industry predictions. This is where Adknowledge comes in, by helping brands and agencies achieve targeted digital video ad views, at scale, for $0.10 to $0.20 per view.

At first glance, this price point seems on par with a television media buy. But as the e-book explains, digital ads generate exponentially higher value because of the “5 Ts”:

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