This cross-section of the 750 digital media and marketing professionals we spoke to about the future of video ad buying and selling have very strong opinions, especially around the importance of mobile in a marketing plan.
Here is what they are thinking about, the words they use to explain the oncoming change in the industry, and specific actions the industry can take to move forward:
Thoughts. Mobile figured prominently in the minds of the agency community for the upcoming year.
They anticipate a heavy increase in demand for such inventory, which will require performance commensurate with investment. Also of great interest were the coordination of TV and video, integration with publishers, and the need to better understand how digital channels contribute to overall advertising goals. Agencies expect 2013 to deliver a greater comprehension of online video and traditional TV audience delivery.
Words. Mobile TV, video and inventory were top of mind at agencies when describing upcoming changes in online video advertising. The following words were also used to describe the transitions they foresee for this year:
Actions. Increases in programmatic buying of video are expected along with the availability of premium video from private marketplaces. Agencies also anticipate inventory availability to ebb and flow – first, tightening as more marketers enter the space, then relaxing as video-on-demand use widens through a number of connected TV devices. More options, such as scale, standardization, and better integration of quality content, will generate a shift to online video in client budgets. As targeting and delivering audience segments becomes an integral part of video planning, TV networks will have to adopt greater digital targeting techniques or risk losing spending to those who can. Agencies are awaiting and preparing for immense and fast-moving changes in TV and video marketplace.
To download the full Adap.tv and Digiday State of The Video Industry report, click here.
Coming up: the final installment of our three-part series — insights from PUBLISHERS on what will happen in online video this year!
The following are predictions about video this year from brand advertisers based on their direct feedback, exemplifying what they are thinking about, the words they use to explain the oncoming change in the industry, and specific actions the industry can take to move forward:
Thoughts. Brand advertisers sense that video will become more targeted, inventory more accessible and inevitably forced to perform commensurate with its investment, and an increasing amount of inventory will be in mobile.
Words. The following word cloud reveals pictorially the emphasis of brand advertisers’ open-ended responses to the question “What’s the biggest change you anticipate in online video advertising over the next 12 months?”
Actions.Brand advertisers demand better targeting and reporting on actual views. They believe that mobile video will become abundant once better targeting is established, which in turn will create more interactivity in ads. Video is expected to become an enormous part of everyday life, especially via social platforms. Real-time bidded video inventory is also predicted to mature, as will the creative that brands bring to the table. They insist campaigns prove their worth through performance, and expectations on performance are high. Brand advertisers look forward to building something unique vs. simply repurposing commercials. Increased inventory, when coupled with better targeting, will undoubtedly give rise to new creative opportunities for this important segment of our industry.
Stay tuned for PART 2: Predictions from agencies in 2013!
“TV” is not just TV anymore. Video is being viewed on all screens — television, Web, and mobile — and the underpinning advertising businesses must and have been rapidly evolving. The question no longer is if you should participate, rather when and how you will adapt to capitalize on this massive shift.
Here’s a sneak peek at what attendees can expect to learn:
Digital video and television advertising is bought and sold differently, yet content is proliferating across screens and devices. Executives from VivaKi, Havas, and Sky will look into their crystal balls and paint a picture of how television and online video will continue to meld together, and what that means for advertisers and the industry at large.
Measurement continues to be one of the greatest challenges, and opportunities, facing our industry. Representatives from Nielsen, eBay, and RTE will discuss where things stand on delivering a common currency, whether it’s even possible, and how digital transactions are being recalibrated with the advent of audience-based buying.
ExchangeWire‘s Ciaran O’Kane will lead a session on premium programmatic, focusing on bringing the ease of use that TV buying offers to the world of digital video. Publishers like BBC are experimenting with programmatic video ad trading and will report on their efforts, and the discussion will include insights from AMNET and La Place Media on the benefits of premium programmatic marketplaces that can take advantage of digital’s reach and scale.
Also, Nielsen and Brainient will demo some of the latest and greatest tools and technologies being built on Adap.tv’s open platform. Bryan Fitzpatrick, Adap.tv’s Managing Director of Europe, has more about the conference in an interview with Beet.tv:
We are very excited about the line-up of speakers we’ve been able to put together. The evolution of video has not been confined to just the US, and bringing together thought leaders across the market and the world will give the audience a 360-degree snapshot view of the industry.
You can also participate on Twitter with #adaptconf or follow along @Adaptv where we’ll be sharing insights from the event.
Adap.tv recently wrapped a lively cross-country roadshow, OCR: Understanding the Dynamics of Audience-Based Buying, produced in partnership with Nielsen.
Executives from top agencies and media companies like AOL, Horizon Media, Mindshare, OMD, Spark, Starcom USA, The Weather Channel and Viacom explored the impact of traditional TV metrics on the digital video industry, and the disruption created by the shift from impression-based buying to audience-based buying was heard loud and clear.
Agencies and publishers revealed the impact audience guarantees are having on their businesses, and the ways in which they are having to re-adjust their methods for trading video. Here’s what industry leaders had to say about navigating this new metrics landscape. Click here for you copy of the OCR Playbook.
Now a year into metrics like OCR and vCE, Nielsen also took the opportunity to share some of their key insights and learning’s thus far, while answering the most topical questions agencies have about audience buying including best practices, the impact on pricing and the correlation between OCR and KPIs.
Interested in learning more about upcoming exclusive Adap.tv events? Click here to join our events mailing list.
Online video has permeated the marketing plans of advertisers across a wide spectrum of categories, and nearly half of those buying online video – 48% have added mobile video to their marketing arsenal. But while an overwhelming number of video buyers now say they see online video as an essential complement to television, this synergy appears to make them more likely to transfer their TV budget to online video in the coming year.
Brian Morrissey, chief editor for Digiday, and our very own JoAnna Foyle Abel, VP of Client Services for Adap.tv, talk ad spend, ad tech and the coming out of mobile video.
Download the entire State of the Video Industry Report here.
It’s true. Australian’s are grabbing their iPads – or other tablets – and jumping into bed. Hooked up to their wifi, they’re watching more and more video. That has to be great news for advertisers and a big opportunity for the free to air TV channels.
According to a recent Ericsson ConsumerLab survey, 38% of Australians are watching TV and video content on-demand and over half are downloading it to a mobile device of some sort. The same research shows we’re lagging behind when it comes to watching video on the go so, presumably, we’re using these devices as another TV screen in the home.
Foxtel has helped this process along with their FoxtelGo service. As well as a plethora of on-demand stuff, subscribers can choose from more than 50 live channels (including live sport) on their iPad and iPhone. “Certainly good enough to watch in bed,” wrote Sydney Morning Herald journalist Adam Turner.
He’s not the only one to take a tablet and have a long lie down. Google the words “iPad in bed” and you’ll be spoilt for choice when it comes to iPad stands, all designed to make watching video in bed that much more comfortable.
It was obvious tablets were going to be online video’s new best friend. More than half of US tablet owners watch video sand TV on their device (according to ComScore) – almost 20% watch at least once a week. If the numbers aren’t the same here, they will be soon.
Coming off the heels of our OCR Roadshow, in partnership with Nielsen, the below article in MediaPost could not have been more timely. Should we be surprised at the rapid adoption of audience guarantees by video buyers? As we heard from agencies across the country from LA to NYC, the answer was a resounding “no.” Here’s why:
A year ago, the concept of replicating TV-like audience guarantees — the currency of paying only for audience members, as defined by age-sex, delivered in-target — was merely fodder for panel moderators looking to provoke lusty debate about the merits of GRP reporting in digital.
Fast-forward today, & the jury — major agencies and brand advertisers — have spoken with their wallets & ushered in the adoption of third party audience validation as an arbiter for campaign performance, with Nielsen’s OCR & comScore’s vCE competing for primacy.
Should we be surprised? Of course not. As agencies mandate video neutral, digital buyers are increasingly being tasked with buying online video as an extension of the TV buy. And the introduction of apples-to-apples measurement was destined to be the single biggest accelerator to knocking down the facade of buying silos.
Theoretically, this should have represented the coming out party for online video and the potential windfall of TV budgets. But as many a publisher — bloodied and beaten by 30% in-target delivery — can attest, online video and the GRP have made uncomfortable bedfellows.
Research in Australia has confirmed what we’ve known for some time – that online video can extend the coverage of a free to air TV campaigns. What was surprising is the extent to which online helps with impact.
The study by Millward Brown, reported in Marketing Magazine, used cookies and a media consumption survey to follow television and online viewing habits. These were then related to the media spot plan for a new FMCG product that was launching in Australia. It found that the inclusion of online video added 2 percent to the reach of the campaign. That might not sound like a lot, but the advertiser would have to spend an extra 12 percent on TV to reach the same audience. More significantly it boosted the impressions amongst the 38 percent of the campaign’s target who watched little or no TV.
It’s yet another survey showing the strength of combining online video and TV, treating them as part of a single cohesive campaign. The Millward Brown research showed that adding online video increased the impact of product awareness by 30 percent. It’s not surprising given how a combined campaign provides limitless new creative ways to engage the audience. In the olden days people used to sell TV/radio and newspapers together: the electronic media created awareness, the newspapers filled in with more information. Now online has taken over the role of the newspaper, but in a much more personalised way.
Phil Duffield, Managing Director of Australia and APAC for Adap.tv
The doom-sayers have been out for some time predicting the demise of traditional TV. It started with the invention of the VCR: we could watch what we wanted, when we wanted, provided we could figure out how to program the damned thing. Of course, TV survived and grew bigger, in every sense – the choice, our consumption and the size of the sets. But the Mayan-like predictions that TV will die have gathered pace since we started watching video online.
It’s true that Aussie TV companies have been struggling financially, but that’s reflected across all media sectors right now. It’s also because they haven’t adapted to the new opportunities ahead with integrated cross platform video sales.
Today, Adap.tv introduced Certified Viewability for video, or as we like to say, “One small step for Adap.tv. One giant step for the video advertising industry.” With 31% of digital ads being reported by comScore as non-viewable, the industry is long overdue for a solution. Adap.tv CEO, Amir Ashkenazi, tells us why verified viewability is a win-win for buyers AND sellers.