“Nearly three-quarters of media executives say they make use of “owned media channels”
Can brand video content stand alone online? High-level US media agency executives seem to think so, according to a December survey of them by native advertising platform Sharethrough.
While pre-roll or in-stream advertising were the most popular ways to deliver online video to consumers — 92.4% of media executives surveyed said they used it—there is clearly appetite for less interruptive online video advertising as well. Nearly three-quarters said they had distributed brand videos through owned media channels such as a brand website or social media account. And just under half had worked with native advertising, in which online brand videos are treated as standalone content in partnership with a publisher site (e.g., a sponsored story on Facebook or a sponsored post on a website).