64 percent of marketers targeting video content for the web, instead of TV

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by Brafton Editorial
BrightRoll recently reported that 64 percent of companies using video marketing think targeting it at web users is more effective than the television audience.

A report from BrightRoll found that companies are expanding their video marketing efforts as consumers are increasingly connected to multiple devices throughout the day. Moreover, 64 percent of companies have found that creating targeted web video is as or more effective than television advertising.

Twenty-eight percent say creating videos aimed at the correct audiences is their biggest challenge. While targeting is a crucial part of any content marketing strategy, Brafton recently highlighted a report from Vibrant Media said that 70 percent of consumers ignore poorly targeted videos.

As more organizations turn to different new media marketing channels, they’re finding increased visibility among mobile consumers is one of the largest benefits. Sixty-four percent of companies using video marketing will create content aimed directly at smartphone users, and 50 percent will focus on tablet owners, according to BrightRoll.

“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 four screens,” Tod Sacerdoti, CEO of BrightRoll, said in release.

Whether they’re watching on their laptops, smartphones or tablets, consumers are actively consuming video content across all platforms. Brafton recently highlighted a study from comScore that found Americans viewed more than 10 billion online video ads in May.

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