According to the ADV agency, the volume of online video advertising in April-November 2016 increased by 18%, to 4,1 billion rubles, this result corresponds to the general trend of the entire 2016.
At the same time, according to Comscore data, the growth of the online video audience for the same period was about 12%. The calculation was based on monitoring data from Adreal, where only desktop views in a panel of 7 thousand people were taken into account. Views were taken into account at all sites where video ads are placed, including YouTube, VKontakte, Odnoklassniki, Mail.ru, ivi, Yandex and others.
According to ADV, the cost of online video advertising is only 6% of the total investment in video advertising, including television. At the same time, the costs of advertisers in the USA for online video advertising are twice as high, they make up about 12% of the total cost of producing video advertising, so this segment in Russia has a certain growth potential.
The largest advertisers in online video advertising are global corporations - Coca Cola, Procter & Gamble, Unilever.
As for the Russian shoe companies, they are still looking at this area and testing it. As told Econika Marketing Director Irina Zueva, Last year, Econika placed video ads on the YouTube network.
“In 2016, we have strengthened the promotion of the brand and the collection, just in terms of video advertising. As a rule, they posted commercials on the YouTube channel for 10-15 seconds. The video ad format on this channel showed a high interaction rate and good coverage of a new audience - over 73%, about 33% of users who watched the video to the end. We have our own branded YouTube channel, it shows good growth dynamics, and we also use videos on social networks. In December, on the Vogue.ru video channel, for the first time, they held an online show of the premium line of our collection Alla Pugachova and are pleased with the results on views both on Vogue resources and on our own. All this suggests that users and customers today want to receive better and more interesting content from the brand, which engages them and opens up something new. We are sure that the course towards digital technologies in brand promotion will only gain momentum. "
Many brands shoot videos to post on their social media communities. So Aleko Iliopulo, founder of Portal and Porta 9 shoe brands talked about the fact that his company places advertising videos only in the communities of the Portal brand on Facebook, Vkontakte and Instagram, the company spends money only on promoting posts with video clips within social networks to attract additional audience to groups of its brands. According to the entrepreneur, these are still small costs. But in 2017, a lot of emphasis will be placed on creating video content. The priority is for fashion videos no longer than one minute.