We are now half way into 2012 and some really big predictions were made at the beginning of the year about the growth of video ad spending, most notably eMarketer’s forecast that $3.09 billion will be traded this year (up 43.1% from 2011). Such an impressive number made us curious about which predictions were actually making an impact on the industry. So we surveyed* advertisers, publishers and technology partners on our Platform to find out. Here’s part one of four of our 2012 predictions “checkpoint.”
Prediction #1 – There will be an increase in demand for TV-like metrics such as GRPs and TRPs
This continues to be a hot topic in TV and video and recent announcements like Nielsen’s Online Campaign Ratings and Comscore’s Campaign Essentials are making it a reality. For now, it’s making the most impact on agencies – 56% surveyed said it’s impacting their current state of business.
Based on our experience in recent client meetings, here are a few key factors that seem to be driving this.
- Some of the TV buying desks and digital buying desks are collapsing into one trading desk. It seems that TV and digital buyers are talking to each other more than ever before which is creating a movement towards a more agnostic “video desk” that encompasses planning, buying and measuring across both Traditional broadcast TV and digital video.
- The consumption of video content is exploding beyond traditional TV. Take your favorite primetime episodes of 30 Rock for example – the same content is everywhere. You can catch it broadcast on NBC on Thursday nights and video on demand via NBC.com’s full episode player, as well as sites like Hulu and several other online distribution points and devices.
- The time has come for a holistic solution across platforms, devices and connections. Audience fragmentation and the proliferation of devices are driving media buyers to try figure out how to plan, optimize, measure campaigns across this changing landscape.
- TVideo metrics, aka TV and video metrics, are now a possibility for cross-platform and device planning, trafficking and reporting. We’re sitting on a $73 billion dollar industry that agrees that GRPS and TRPs are the most appropriate way to measure video regardless of the device. And for most buyers, Nielsen is the way they want to measure video. A look in the future, tells us that GRPs will likely be how all video is ultimately measured.
Henk Van Niekerk, VP Sales, Platform for Adap.tv
*(Adap.tv clients were surveyed including agencies, publishers, ad networks and service providers. The survey took place in May 2012)