From Offline to Online: An Empirical Analysis of Video Advertising Spending Behavior.
Abstract
This paper explores the relatively underexamined area of drivers behind advertising managers' decisions on distributing video ads. We extend theoretical insights on decision-makers' perceptions with empirical evidence from a quantitative online survey of 65 marketing experts in Germany, conducted in February 2020. Our findings reveal that although perceived effectiveness, perceived importance and budget for the respective channel are connected, the strength of interconnection is less than expected. Thus, there exist other determinants influencing decision makers. The paper elaborates on that by looking into five groups of factors (market-related, company-related, behavioral factors and factors driven by culture and society or by macroeconomic conditions) and by comparing objectives for video ads placements on TV and online platforms.
DOI: https://doi.org/10.54663/2182-9306.2026.v.14.n.26.105-129
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Copyright (c) 2026 Oliver Budzinski, Nadine Lindstädt-Dreusicke, Victoriia Nokova, Elke Theobald
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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