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Brands Move Money to Online Video from TV and Display, Cite Better Engagement

06/11/2013 10:21 am ET | Updated Aug 11, 2013

Nearly three-quarters of ad dollars flowing into online video is coming from TV money, according to a new study from AOL's global branded content platform Be On. In addition, the brand, media and creative agencies surveyed said that while TV is a strong awareness driver, they can achieve more scale and engagement with online video. We recently caught up with Rene Rechtman, SVP AOL Networks International about the the company's work in online video. The study revealed that TV and display are the main budgets where agencies in Europe, the United Kingdom and North America are drawing resources from and diverting to online video. In addition, about 84 percent of agencies said they believe the Internet is fundamentally becoming a "rich brand medium with engaging interactive opportunities."

More than 80 percent say they are turning to branded video because of its reach and audience and content targeting capabilities. About 67 percent cite measurement as a key reason for upping online video spend going forward. AOL is aiming to compete in the targeted audience market via its Be On branded content platform that helps marketers reach audiences at scale, Rechtman says. For more insight into Be On, check out this video interview. Be On includes insights, social data and traditional data, he adds.