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Study: Nearly a quarter of major brands use online video advertising

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New York—Twenty-three percent of brands are now using online video advertising as part of their marketing arsenal, according to a study by Kantar Media. The media research company in October analyzed the advertising of more than 4,100 brands. The study found 12% of brands used both online video and national TV in their advertising, 11% used online-video advertising exclusively and 77% of brands used national TV advertising exclusively. The restaurant and automotive industries were the most likely to use both video and TV advertising,at 43% and 30% respectively. Kantar Media has also rolled out an online video measurement service, which captures pre-roll, mid-roll and post-roll video ads playing within videos shown on more than 90 video websites.
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