Ever wonder why every multichannel video programming distributor (MVPD) is eyeing more online product and why non-traditional sources like Intel (Nasdaq: INTC), Google (Nasdaq: GOOG) and Apple (Nasdaq: AAPL) are champing to get into the space?
The answer is easy: there's money to be made.
According to BrightRoll, a San Francisco-based digital video advertising services provider, 64 percent of advertisers believe that online video is equal-to or more effective than TV.
A BrightRoll Annual Report broke it down even further, noting that 30 percent of respondents expect online video to achieve the largest media spending increase this year and that 64 percent will likely include smartphones, more than half will include tablets and 30 percent will include connected TV.
"This indicates budget allocations may be based on the 'maturity curve,' or how long video has been available on each screen, instead of analyzing what medium is truly effective to achieve campaign goals," BrightRoll noted.
"This year's survey results signal a shift in the video viewerscape as more advertisers move their budgets to digital media to reach audiences where they are increasingly engaged--across the four screens," BrightRoll founder-CEO Ted Sacerdoti said in a statement.
- see the BrightRoll release
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