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Digiday Adap TV Stateof The Industry Q12012
Digiday Adap TV Stateof The Industry Q12012
19%
Agencies
23%
14%
11%
11%
TV
49% 40%
Display Neither
62% 56%
10% 11%
2012
2011
28% 33%
Growth in advertisers who view brand engagement as their primary video campaign objective 68% 73%
18%
13%
Very important
51%
Somewhat important
28%
Less important
8%
Click-through rate
Completion rate
Brand lift
GRP
TRP
2011
2012
26%
17% 11% 8% 8%
2010
2012
32%
27%
Ad Networks
Exchanges
DSPs
Trading Desks
76%
49% 36%
50%
17%
Advertisers Publishers Ad networks/DSPs
28%
Within 12 Months
8%
17%
Currently
20% 17%
21%
Brands
Agencies
2011
2012
Increase in original content Standardization as to what counts as pre-roll Video metrics in a centralized measurement platform Ownership of who buys video, TV buyers vs. digital planners
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