Given the choice of with which medium online video should be most aligned – TV, online display or “other,” the majority of brands, agency, ad networks and DSPs surveyed, chose TV over display. An 11 percent minority is still unsure whether online video represents a new medium entirely, but even fewer respondents suggested that online video might be a replacement for TV.
Nearly two thirds of respondents across the industry (62 percent) said that their use of online video is more likely to be a complement to TV rather than a replacement for TV (10 percent), and respondents to the latter have diminished from last Fall’s query. Some 28 percent say the medium is “neither” a complement nor a replacement, implying that it stands alone.
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