TV may hold the largest share of ad spending worldwide, but many marketers are eyeing the potential of online video as not only a viable alternative, but perhaps even a better one, according to a recent study from AOL’s Be On. Among the 772 respondents from leading brands, media and creative agencies in the UK, Europe and North America, 58% believe that for the same investment they can achieve better share of engagement with online video than with TV. Another 15% said online video would drive the same amount of engagement.
Respondents were slightly less enthusiastic about online video’s ability to outdo TV in terms of awareness. Still, 47% feel online video can outdo TV in generating awareness for the same level of investment, and 24% said it could at least match TV. Read the rest at MarketingCharts.