Online video ad campaigns have a variety of objectives, but chief among them is brand engagement, find Digiday and in an April 2012 report. Surveying more than 600 agencies, brands, publishers, ad networks, and DSPs, the companies find that almost three-quarters of respondents view brand engagement as their primary video campaign objective, up from 68% last year, and more than quadruple the 18% who responded that way just 2 years ago. As a result, brand lift has shot to the top as the most popular metric for industry personnel, with 54% saying that it delivers the highest success, triple the 18% from last year.

Other Findings:

  • 23% of respondents are expecting to increase their video ad spend this year. Data from the IAB and PricewaterhouseCoopers indicates that digital video advertising made up 5% of total online ad revenue in 2011, up from 4% a year earlier.
  • 28% of advertisers and 26% of publishers are supporting connected TV this year, up from 8% and 17%, respectively, in 2011.

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