2. More than 750
Professionals surveyed from
across the digital media 15% 12%
industry.
Brand / Advertiser
Agency/ Trading
Desk
23% Video Content
Publisher / SSP
Buy-side
Intermediary
50%
4. 78%
Largest Jump in 74% 73%
Ad Spend 70%
2010
2011
2012
2013
Buyers Purchasing Video Advertising
5. 89%
87%
76%
64%
2010
2011
2012
2013
Video Content Producers Supported by Advertising
6. 96%
Buyers 2012
72%
53% Buyers 2013
39%
27%
20%
11%
% Who said "Increased" of Average Increase % Who Shifted BudgetTV
% of who shifted from from Average TV Budget Shifted
those Who Bought Video TV to Fund fund it
budgets to Increase to Digital
7. 2012 2013
TV Display Neither
49% 40% 11%
54% 35% 11%
67%
Direct Complement to TV
8. 67%
As a Direct
65%
Complement to TV
56%
9%
As a Replacement 53% of
10%
for TV publishers see it
11% as a
complement
25%
Neither 28% 20% see it as a
replacement
33%
2011 2012 2013
9. 2011 2012 2013
93%
Direct from Publishers 52%
78%
75%
Ad Networks 61%
81%
32%
DSPs 36%
11%
31%
TV Upfront 19%
44%
30%
Exchanges 32%
11%
Trading Desks 19%
25%
10. More control over my brand
More control over pricing 34%
(Better negotiated rates)
No Yes
Better targeting of audience
66%
Faster
11. Current 47% Within 12 Months
30%
Current 43% Within 12 Months
36%
Agencies
Advertisers
12. 24%
In just one year, there has
been a 300% growth in private
video ad marketplaces!
8%
2012 2013
13. 34%
Good Thing 73%
62%
26%
Bad Thing 3%
10%
39% Publisher
Don't Know 25% Agency
28% Advertiser
14. Agency
48% Advertiser
2013
52%
9% Less Publishers
are offering third
54% party validation then
2012 last year.
41%
15. Agency
40% Advertiser
35% 35%
32%
23% 24%
5% 7%
Being able to The ability to measure the The ability to Impact on pricing
understand ad efficiency of publishers compare online
spend waste and data providers video with TV
16. Buyers
31%
Sellers
25%
15% 74% of buyers do not
14%
think online video
inventory is scarce
2012 2013
