IAB Spain has presented the results of the first study on the use of video in digital marketing in Spain. The research, conducted in cooperation with AdMan Media, a leader in online video distribution, and with the consultancy TNS, is based on a digital survey of one hundred directors of marketing and communication companies in all sectors.
Javi Clarke, director of “mobile and new media” at IAB Spain, made a brief introduction to the context of video in Spain, where “YouTube” stands out as the preferred platform for users to view the contents of digital video.
Moreover, Clarke said the study shows how digital video is replacing traditional television, since foreign films and series appear in the first place of the content most viewed by consumers of digital video.
The great advantage of video is interactivity, enabling dialogue with consumers. In this aspect, although social networks are still leaders as a platform to generate user interactivity with 68%, they have fallen by 4% and by contrast the level of interactivity increases in the companies’ own pages.
For forms of vision video content, Clarke has recognized that the model of pay per view is still “very little rooted in Spain,” but compared to this, there is a 77% of users who accept advertising in exchange for access to free content and that 44% does not reject “cookies”. As a final conclusion, Clarke emphasized that internet “is increasingly audiovisual”, creating new opportunities to reach the user and “democratizing the content market, as well as advertising in prime time”.
The study shows that nearly 9 out of 10 marketing professionals surveyed (87.5%) used the video in their campaigns during 2013. Of this group, 9 out of 10 professionals (90.5%) believes that the online video has a positive impact on their campaigns, compared to 9.5% who think otherwise.
Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing.