65% of respondents to a BrightRoll survey plan to reallocate campaign dollars from TV to Online Video
At a recent Streaming Media East panel, agencies and brand advertisers revealed that they are continuing to shift TV dollars into online. The practice seems to be most prominent in the CPG industry, who is increasing their online investment in order to keep up with their audience's fragmenting content sources.
"CPG clients will continue to spend a lot on video to replace the erosion of audiences for TV," said Gina Smilyansky, digital strategy director at Aegis-owned Carat. Zenith Media's Integrated Planning SVP John Nitti talked about a similar trend among Zenith's clients, many of whom"are looking to make up for falling audiences in broadcast."
As video inventory is increasingly available through demand-side platforms and exchanges, however, brands and agencies still prefer to purchase inventory through direct publisher relationships or through networks.
"Most clients are comfortable with moving into online with premium, professionally produced content," Nitti said.
Read the article on ClickZ: http://www.clickz.com/clickz/news/2069793/brand-dollars-continue-migration-tv-online-video-agencies