Video advertising spend surges on the back of FMCG brand interest

August 29, 2014 9:21

Strong interest from FMCG brands has helped video advertising become the strongest performer in the online advertising space with demand for the medium growing 76 percent year on year to reach $196m in the last financial year.

The surge in video advertising comes at an important time for the industry with Nine and Fairfax this week formally announcing their subscription video on demand (SVOD) business StreamCo, Seven and Foxtel rumoured to be launching their own SVOD business and the free-to-air networks next week launching its HbbTV service Freeview Plus, which promises to put catch up television in the homes of millions of Australians.

“The fusion of video advertising with mobile has been transformational for advertisers and publishers alike,” said Alice Manners, CEO of IAB Australia. “Mobile inventory has been somewhat undervalued, but the cross platform opportunity that video advertising brings to it has unlocked considerable value and potential for both sectors.”

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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