The first bi-annual report by Web TV Enterprise, the Online Video Advertising Buyers' Guide, found that of 101 media buyers booking pre-roll campaigns, 97 per cent intended to maintain or increase their budgets.
Over half said they will increase budgets by at least 50 per cent and a further 10 per cent said they would be doubling spend. A quarter of buyers spend between £25,000 and £50,000, and 44 per cent spend between £10,000 and £25,000.
The survey suggests confidence in the online video advertising space is high, despite budget cuts - proving the medium is a growing ad channel.
Jamie Estrin, director of Web TV Enterprise believes the UK market is reaching a tipping point as buyers consistently add online video ads to brand's media schedules where there is TV creative.
"Media agencies have now bought into online video advertising and structured their planning and buying units accordingly," he said.
"We expect the frequency of campaigns to significantly increase, along with ad budgets allocated to online video advertising, and with it will come a deeper understanding of the value online video advertising is delivering to brands."
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