Q1 2012

638 agencies, brands, publishers, ad networks and DSPs

19%
Agencies

43% 25% 13%

Brands Publishers Ad networks/ DSPs

23%

14%
11%

Expected increase in ad spend in 2012

Average increase in CPM from 2011

Average increase in fill-rate from 2011

Which of the following should video be more aligned with?

11%

TV

49% 40%

Display Neither

How video buyers view online video

62% 56%

10% 11%

2012

2011

28% 33%

Growth in advertisers who view brand engagement as their primary video campaign objective 68% 73%

18%

How important are unified TV and video metrics?
Most important

13%

Very important

51%

Somewhat important

28%

Less important

8%

Which video metrics deliver the highest success?

Click-through rate

Completion rate

Click per view

Brand lift

GRP

TRP

2011

2012

Ad spend/support for connected TV by year
28%
38% of buyers plan to buy in the next 12 months

26%

17% 11% 8% 8%

2010

2011 Advertisers Publishers

2012

Where are advertisers buying their video inventory?
75% 72% 72% 73% of ad networks source via exchanges

29% 15% 15%

32%

27%

Direct from Publishers

Ad Networks

Exchanges

DSPs

Trading Desks

Percent of industry currently using RTB
RTB investment in 12 months

76%

49% 36%

50%

17%
Advertisers Publishers Ad networks/DSPs

Percent of publishers running private ad marketplaces

28%

Within 12 Months

8%

17%
Currently

Percent of advertisers who look to TV Upfronts for video
44%
Upfronts account for <10% of overall video buy

20% 17%

21%

Brands

Agencies

2011

2012

Percent of advertisers who use data targeting

74% use 3rd party data

61% use 1st party data

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

Cross-platform advertising standards
Increased in-stream opportunities in mobile The advent of the viewable impression as a currency will make video far more valuable Wider availability in RTB

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