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State of the Video Industry
Over 700                   11%                                     6%   11%Professionals surveyed         from across the ...
TV & Video
WHICH OF THE FOLLOWING SHOULD VIDEO BE MORE ALIGNED WITH?Q1 „12 Q4 „12TV               Display          Neither      49%  ...
AGENCIES PLANNING TV AND ONLINE VIDEO TOGETHERQ1 „12 Q4 „12                Current   48%    Within 12 Months   25%        ...
AGENCIES AND TRADING DESKS: ARE TV AND VIDEO PLANNING TOO SILOED? More than half answered “YES”           27%             ...
TV/ VIDEO OPTIMIZATION                               17%   If you had access tounified reporting, would you optimize betwe...
Programmatic
HOW ARE ADVERTISERS BUYING VIDEO?  2011     2012           TV Upfront                       44%                           ...
WHATS YOUR BIGGEST CONCERN ABOUT PUBLIC MARKETPLACES     Lack of control       over buyers                   32%  It confl...
PERCENT OF PUBLISHERS RUNNING PRIVATE AD MARKETPLACESQ1 „12 Q4 „12    8%                        + 20%
PUBLISHERS WITH AN AVERAGE MONTHLY FILL-RATE OF 50% OR MORE 2011   2012                21%                                ...
Viewability
STANDARDIZATION OF VIEWABILITYBRANDS   AGENCIES                                 70%                              Current  ...
Guaranteed Audiences
GUARANTEED AUDIENCESBRANDS   AGENCIES               Current    41%      Within 12 Months   27%                            ...
2013            Acceptance            Increase in from   INDUSTRY Greater collaboration            Standardization of     ...
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DES: State of the Industry by Adap.tv: Online Video and Programmatic Buying

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The digital marketing industry increased its online video budgets by 27 percent last year and is projected to increase budgets again this year by 20 percent, according to new research by Adap.tv. Donnie Williams, chief digital officer at Horizon Media will join Adap.tv CEO Amir Ashkenazi to discuss these findings, the future of video online and how programmatic buying is fueling its growth.

Presenters: Amir Ashkenazi, Founder and CEO @Amirtime
Curt Hecht, global CRO, Weather Channel @curthecht
Donnie Williams, CDO, Horizon Media @HorizonMediaInc

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DES: State of the Industry by Adap.tv: Online Video and Programmatic Buying

  1. 1. State of the Video Industry
  2. 2. Over 700 11% 6% 11%Professionals surveyed from across the digital media industry Brands 19% Agency Trading Desk Publisher Ad Network 2% 51% DSP
  3. 3. TV & Video
  4. 4. WHICH OF THE FOLLOWING SHOULD VIDEO BE MORE ALIGNED WITH?Q1 „12 Q4 „12TV Display Neither 49% 40% 11% 54% 37% 9% 67%Direct Complement to TV
  5. 5. AGENCIES PLANNING TV AND ONLINE VIDEO TOGETHERQ1 „12 Q4 „12 Current 48% Within 12 Months 25% Current 58% Within 12 Months 20%
  6. 6. AGENCIES AND TRADING DESKS: ARE TV AND VIDEO PLANNING TOO SILOED? More than half answered “YES” 27% 27% 30% 11% 5% Strongly Agree Agree Neither Disagree Strongly Disagree
  7. 7. TV/ VIDEO OPTIMIZATION 17% If you had access tounified reporting, would you optimize between TV and digital? Yes No 83%
  8. 8. Programmatic
  9. 9. HOW ARE ADVERTISERS BUYING VIDEO? 2011 2012 TV Upfront 44% 19% Trading Desks 19% DSPs 11% 36% Exchanges 11% 32% Ad Networks 61% 81%Direct from Publishers 78% 52%
  10. 10. WHATS YOUR BIGGEST CONCERN ABOUT PUBLIC MARKETPLACES Lack of control over buyers 32% It conflicts with mydirect sales channel 58% Risk of data leakage 10% Downward pressure on CPMs 54% I dont have any concerns 5%
  11. 11. PERCENT OF PUBLISHERS RUNNING PRIVATE AD MARKETPLACESQ1 „12 Q4 „12 8% + 20%
  12. 12. PUBLISHERS WITH AN AVERAGE MONTHLY FILL-RATE OF 50% OR MORE 2011 2012 21% 70%
  13. 13. Viewability
  14. 14. STANDARDIZATION OF VIEWABILITYBRANDS AGENCIES 70% Current 21% Within 12 Months Current 55% Within 12 Months 34%
  15. 15. Guaranteed Audiences
  16. 16. GUARANTEED AUDIENCESBRANDS AGENCIES Current 41% Within 12 Months 27% 54% Current 32% Within 12 Months
  17. 17. 2013 Acceptance Increase in from INDUSTRY Greater collaboration Standardization of brand broadcast mobileclients verifiedplatformsPREDICTIONS betweenviewability and digital teams

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