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Despite a growing convergence between TV and online advertising, only half of agencies (50%) currently plan their TV and digital video campaigns together.

However the situation is likely to improve, as more than two-thirds (67%) of those who don’t plan TV and digital video together indicated that they would begin to do so in the next 12 months.

The findings come from research by Adap.tv and AdMonsters into how publishers and agencies view online video.

One of the issues preventing a more joined up approach to online and offline video advertising could be the difficulties involved with measurement.

About 43% of agencies agree (7% strongly) that they simply don’t have the tools they need to enable truly unified planning and measurement of TV and video campaigns. 

On the other hand, 21% feel they do have unified measurement tools currently at their disposal. Another 27% neither agree nor disagree.

We've previously blogged the kind of KPIs that marketers should be applying to their video campaigns, and you can find out more on this topic in our Online Video Best Practice Guide.

The Adap.tv survey found that video ad budgets are on the increase, with 29% of agencies stating that their online video ad spend grew by more than 50% in 2012, while half of those surveyed said that their spend had grown between 10% and 35%. Only 7% had seen online video budgets remain flat during 2012.

This indicates that brands are achieving good results from the use of digital video, which tallies with our recent Marketing Budgets 2013 Report.

The survey found that 56% of companies plan to increase their investment in online video advertising in 2013, compared to just 3% that will decrease spending on the channel.

When asked about their aims for video advertising, a majority of respondents (62%) to the AdMonsters survey stated that the primary goal for online video advertising is brand awareness, which is the goal usually associated with TV ads.

In comparison, just 23% of respondents said that online video is used to extend their TV reach, while 15% said the primary goal was direct response.

However we need to be slightly careful with the results to this particular question, as it appears that there were only three possible answers.

This survey was conducted by AdMonsters during November and December of 2012 among its subscribers, conference attendees and speakers.

David Moth

Published 28 February, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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