Posts Tagged ‘state of the industry’

Where next for video advertising?

Categories: Data Trends    ||    Posted on: January 8, 2013

The rapid growth of the online video sector continued in 2012, with more campaigns undertaken and clients seeing the medium offer real value. According to our recent State of the Video Industry report, all but 3% of buyers said spending went up an average rate of 27%, and they expect the upward trend to continue an additional 20% in 2013.

What’s clear is no one speaks any longer about the supposedly apocryphal “video ad wars.” It’s becoming a distant memory that marketers ever even thought in terms of either TV or online video, instead of how best to integrate the two. The more than double-digit rise in planning TV and online video together in the last six month’s tells us that was emerging in 2011 is becoming the norm.

It’s hard to pinpoint any single reason for this synergy, but one factor that seems to be driving digital video even deeper into integrated campaign planning is the rise in programmatic buying. Advertisers’ patronage of exchanges and DSPs to facilitate their online video ad campaigns tripled from last year to this year. Trading desks weren’t tracked a year ago as buying vehicles, but are now used by nearly 19% of brand advertisers.

So, what will 2013 look like? What will fuel the debates at industry conferences or have we even spotted them yet? We asked the industry and here’s what they said.

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Part Four: 2012 video ad predictions “checkpoint”

Categories: Data Trends    ||    Posted on: June 27, 2012

Here is the last of our four-part “checkpoint” series.

Prediction #4 – An increase in demand for audience targeting capabilities – either 1st or 3rd

There was a time when reach was the most important factor for video buyers, however in our recent State of the Video Industry report, it was out-ranked 7%  by targeting capabilities. As our industry has matured, so have the tools for buying video making agencies more savvy and efficient about their campaigns – note that price came in a close second to targeting.

So it wasn’t terribly surprising when we asked Adap.tv clients if targeting capabilities, either first or third-party, were significantly impacting their business this year – 56% of agencies and 70% of ad networks said yes. But it did make us wonder why only less than half of our publisher clients (45%) were feeling the same shift. Regardless, with the demand-side trending towards first and third-party audience targeting, it will inevitably make an impact on nearly all publisher business.

So publishers prepare and ask yourselves these 3 critical questions:

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What the ad industry really thinks about TV and online video

Categories: Data Trends    ||    Posted on: April 18, 2012

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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