American businesses spent an impressive $387 million on real-time bidding (RTB) advertising in 2012, highlighting a significant milestone in the emergence of internet marketing. However, Forrester Consulting says RTB spend will continue to rise in 2013, setting new records and standards for web marketing. The source expects advertisers to dedicate $667 million toward online video RTB over the next 12 months.
RTB occurs when marketers bid on ad space when an internet user accesses content. The uptick in online spend toward RTB ads indicates that demand for video content space has reached an all-time high, and organizations must develop their own video marketing strategies to remain competitive.
The business and IT sectors have already discovered the value of video content. According to a report from IDG Research, video content plays an essential role in business and IT industries, as B2B buyers and sellers rely on visual media to promote services and make deals. The source notes that 95 percent of B2B tech buyers view related video content on the web, and 78 percent post, forward and share visual media. More, these buyers also take action as direct results of viewing video media online.
IDG Research reports that 72 percent research products and services after engaging with video content, while 54 percent visit vendor websites or contract sellers for additional information. Forty-six percent of respondents purchase products or services as direct result of video content and 45 percent visit brick-and-mortar outlets to buy products.
Approximately 92 percent of B2B tech buyers first turn to relevant websites for guidance.
Tech-based businesses looking to attract a wider audience through web marketing initiatives must embrace video content creation. Prospective customers don’t turn to YouTube for advice – they increasingly depend on branded websites, online hubs and related print publications. In fact, 92 percent of B2B tech buyers first turn to relevant websites for guidance, well above the 60 percent who use vendor websites and 58 percent who depend on print media.
Organizations can improve sales margins by speaking with leads throughout the sales cycle, which requires companies to publish a wide array of online media. When brands use a balance of written custom content and video media, they build online experiences that keep customers engaged, and increase conversion opportunities significantly.