Video advertising to outstrip search and display in 5 years

Over 90% of media professionals say video advertising will overtake search and display within the next five years, according to research from ExchangeWire.

The study – commissioned by Rubicon Project – found that 42% of media owners and 36% of media buyers forecast the transition will take place within just two years.   

Some 83% of UK buyers and 72% of sellers said video makes for a more engaging customer experience, compared with traditional banners.  

The study arrives at peak time for the format: the last 18 months have seen a huge spike in the level of animated media consumption worldwide, with Zenith Optimedia forecasting the use of mobile to increase it further.

In a continued drive toward animated content and increased scope for advertising, social media giants Facebook and Snapchat are other key players in this transition, with advertisers and publishers offering more video and interactive content accordingly. 

Participants also cited the growth of 360 video and VR as having an impact on future consumption habits.

James Brown, MD of UK and Nordics, Rubicon Project, commented on the findings: “Growth over the next five years will be driven by the value realised by media buyers, and the desire within the media sales community to match demand to supply. 

“As a technology company it is incumbent on us to educate, innovate and support our partners through this exciting time.”

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What makes a great video in B2B marketing?