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.