PermissionTV study has good news for 2009 online video ad spends

PermissionTV released a study today on digital marketing budgets for 2009 that should give hope to anyone worried the economic downturn was going to cool the red hot online video market. Almost 70 percent of the respondents to the survey said online video would be the primary focus of their 2009 digital marketing campaign, outpacing social media, search and podcast campaigns. More than half of the 400 respondents said they planned to implement or continue an online video campaign by Q2 2009.

The survey was conducted through PermissionTV's accumulated email list, and it reached a balanced mix of traditional and digital ad agencies, media companies and publishers, and small to medium sized businesses executives, according to Matt Kaplan, chief strategy officer for the company.

He said branded content was the most popular way respondents planned to use online video in 2009, followed by viral videos and interactive video content. He said advertisers were beginning to see the benefits of interactive online video advertising, and he predicted that non-linear, "lean-forward" creations would be a major growth driver in 2009 and beyond.

"As corporate and brand marketers look to evaluate and improve the effectiveness of digital marketing initiatives, online video will play an increasingly critical role in all interactive campaigns," Kaplan said. "These survey results demonstrate the strategic importance of online video in the overall marketing mix, as well a growing requirement for more sophisticated video experiences."

Brand awareness, lead generation, loyalty/retention, and customer conversion were the top enhancements respondents thought online video would bring to their clients. Respondents also said the portion of their budgets least likely to be affected by cutbacks was their digital media spends. 

For more:
- see the PermissionTV press release here 

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