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Yana Krotova
29th Oct, 2015

A recent study says that the figures for served digital ads, including video, have reached almost twice its numbers since 2013. It also pointed out that marketers have yet to take full advantage of this chance to improve their digital marketing campaigns.

Based on the research released by Sizmek, an ad measurement company, digital ads, which include videos, escalated from 9% in the first half of 2013 to 15% in the same period of 2015.

The report further revealed that only 18% of 4,000 advertisers serve both rich media ads and in-stream video commercials despite the fact that they are proven to be a great marketing tactic.

Sizmek research director Andy Kahl stated that video is presently an “exceptionally important” channel for marketers and brands. Even if they have a whole range of options to choose from, there are still a lot of untapped chances for them to reach out to newer and bigger audiences.

He pointed out that their report outlines how a great number of marketers are still on the verge of knowing how to effectively carry out digital advertising tactics using various video formats, even if reports are already indicating the immediate adoption of the channel.

"There is still a lot of opportunity for marketers to reach new and existing audiences with content outside the realm of a re-purposed television spot," Kahl added.

Global Growth Rates of Video Ads

Looking into the global growth rates of video usage in advertising since 2013, Sizmek’s study showed that EMEA (Europe, the Middle East, and Africa) got the highest figures at 160%, North America as a top-spot earner for maximum growth this year at 52%, with APAC following at just below 50%.

The industry sectors, on the other hand, registered the Consumer Packaged Goods or CPG as the leader in “vertical leveraged video ads”, with its growth percentage of 22%. Entertainment closely follows at 20% and then, Auto at 10%.

A Marketer’s Course of Action

A marketer should go over these figures and think about how they can use it to improve their own digital ad campaigns. With digital marketing becoming a critical tool in reaching a wider audience, now is the best time to include video in rich media ad strategies. This will allow better targeting on a new audience and cater to their wants and needs in a way they appreciate better, which in turn could help increase the ROI.