BrightRoll: Online Video Viewing Outpaces Ad Spending in Germany

Online video advertising company BrightRoll has released its first study of the German online video market, and it finds that while consumer adoption of online video is strong, ad spending lags far behind.

BrightRoll notes that online measurement company comScore finds that German internet users are watching more online videos: 46.9 million Germans viewed 11 billion online videos in March, 2012, showing a 71 percent increase since January, 2011.

Advertisers haven't fully embraced the online video market, though. BrightRoll finds that online video ad spending counts for only 3.5 percent of total digital ad budgets in Germany, despite the fact that 82 percent of Germans view online videos.

While spending is low, BrightRoll finds that advertiser interest in online video is strong: 78 percent of German ad agency executives say that digital video is an equally effective or more effective way to reach consumers, as compared to display advertising. Additionally, 59 percent say that digital video is as effective or more effective than TV advertising.

Asked what they find valuable about online video advertising, 32 percent of the survey respondents said ad unit formats, while 21 percent liked the demographic targeting abilities.

For more findings, download the full white paper for free. Registration is required.