Examine the views of marketers and agencies about digital video advertising. This 2011 study shows that a shift in ad dollar allotment is starting to take place as advertisers are beginning to recognize the value.
These slides cover integrated marketing communications for traditional and digital media. Beginning with the example of P&G reducing paid media spending online, the topic covers budgets for ad expenses, the mix of media usage, paid media costs and cost per thousand. There are video case studies that show brands that effectively integrate media and a discussion of cross media strategies and effectiveness of advertising. These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press.
Digital Content NewFronts: Video Ad Spend Study 2014Ho Nguyen
The survey of 297 buy-side executives conducted by the research firm Advertiser Perceptions uncovered a prevailing optimism around digital video, with nearly two-thirds of advertisers (65%) anticipating that they will spend more on digital video advertising in the next year than they did in 2013. This comes in contrast to TV advertising, with two-thirds of respondents saying that they will help pay for their digital video increases by shifting funds from television. Additionally, almost half (48%) of respondents think the increase in their digital video spend will be backed in part by an overall expansion in ad budgets.
These slides cover integrated marketing communications for traditional and digital media. Beginning with the example of P&G reducing paid media spending online, the topic covers budgets for ad expenses, the mix of media usage, paid media costs and cost per thousand. There are video case studies that show brands that effectively integrate media and a discussion of cross media strategies and effectiveness of advertising. These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press.
Digital Content NewFronts: Video Ad Spend Study 2014Ho Nguyen
The survey of 297 buy-side executives conducted by the research firm Advertiser Perceptions uncovered a prevailing optimism around digital video, with nearly two-thirds of advertisers (65%) anticipating that they will spend more on digital video advertising in the next year than they did in 2013. This comes in contrast to TV advertising, with two-thirds of respondents saying that they will help pay for their digital video increases by shifting funds from television. Additionally, almost half (48%) of respondents think the increase in their digital video spend will be backed in part by an overall expansion in ad budgets.
Digital Video and TV Advertising Viewing Budget Share Shift and EffectivenessTeads.tv
LA ERA DEL VIDEO ONLINE ESTÁ AQUI!!
Y qué mejor ejemplo de ello es la migración paulatina y creciente de los budgets publicitarios de TV a Video Digital. Y es que el video digital no tiene el alcance total que la TV tiene, pero sí tiene la campacidad de segmentación específica por contenido y audiencia, freq. cap y optimizaciones en tiempo real, métricas específicas como el CTR, y Tasas de Finalización, y engagement por mucho mayor.
Aquí un estudio de la IAB, en conjunto con partners de video en el mundo que lo corroboran y detallan.
Digital video and tv advertising viewing budget share shift and effectivenessIAB Canada
IAB US in association with Microsoft, Yahoo and Nielsen have released this study that explores the digital video and TV landscape in the U.S.
The study includes great insights into how these two media work together as well as how shifts in spend can affect campaign CPMs and reach.
ECMAScript 6 from an Attacker's Perspective - Breaking Frameworks, Sandboxes,...Mario Heiderich
ECMAScript 6, in short ES6, has been boiling in a copper pot for many years by now and step-by-step, browser vendors come forward to taste the first sips of this mystery soup. So, ES6 is no longer a theoretic language but already crawled across the doorstep and now lurks under your bed, ready for the nasty, waiting for the right moment to bite.
Now, what is this whole ES6 thing? How did it develop and who made it? And why is it now implemented in your favorite browser? And what does it mean for web-security and beyond?
This talk will answer these questions and showcase the new language from an attacker's perspective. You will see the new code constructs possible to be executed with ES6, new attack vectors and learn what you can do to tame that beast. Kafkaesque terminology such as expression interpolation, proper tail calls, computed properties, spread parameters, modules and tagged template strings will no longer be surprising you after attending this talk.
Digital Video and TV Advertising Viewing Budget Share Shift and EffectivenessTeads.tv
LA ERA DEL VIDEO ONLINE ESTÁ AQUI!!
Y qué mejor ejemplo de ello es la migración paulatina y creciente de los budgets publicitarios de TV a Video Digital. Y es que el video digital no tiene el alcance total que la TV tiene, pero sí tiene la campacidad de segmentación específica por contenido y audiencia, freq. cap y optimizaciones en tiempo real, métricas específicas como el CTR, y Tasas de Finalización, y engagement por mucho mayor.
Aquí un estudio de la IAB, en conjunto con partners de video en el mundo que lo corroboran y detallan.
Digital video and tv advertising viewing budget share shift and effectivenessIAB Canada
IAB US in association with Microsoft, Yahoo and Nielsen have released this study that explores the digital video and TV landscape in the U.S.
The study includes great insights into how these two media work together as well as how shifts in spend can affect campaign CPMs and reach.
ECMAScript 6 from an Attacker's Perspective - Breaking Frameworks, Sandboxes,...Mario Heiderich
ECMAScript 6, in short ES6, has been boiling in a copper pot for many years by now and step-by-step, browser vendors come forward to taste the first sips of this mystery soup. So, ES6 is no longer a theoretic language but already crawled across the doorstep and now lurks under your bed, ready for the nasty, waiting for the right moment to bite.
Now, what is this whole ES6 thing? How did it develop and who made it? And why is it now implemented in your favorite browser? And what does it mean for web-security and beyond?
This talk will answer these questions and showcase the new language from an attacker's perspective. You will see the new code constructs possible to be executed with ES6, new attack vectors and learn what you can do to tame that beast. Kafkaesque terminology such as expression interpolation, proper tail calls, computed properties, spread parameters, modules and tagged template strings will no longer be surprising you after attending this talk.
Stuff I've said to FOIA officers to get them to give me ... well, stuffCezary Podkul
This is a lightning talk I gave at the 2017 NICAR conference in Jacksonville, FL (March 3, 2017) in which I shared some of my favorite strategies for overcoming roadblocks in FOIA requests.
Copy & Pest - A case-study on the clipboard, blind trust and invisible cross-...Mario Heiderich
The clipboard is one of the most commonly used tools across operating systems, window managers and devices. Pressing Ctrl-C and Ctrl-V has become so fundamentally important to productivity and usability that we cannot get rid of it anymore. We happily and often thoughtlessly copy things from one source and paste them into another. URLs into address-bars, lengthy commands into console windows, text segments into web editors and mail interfaces. And we never worry about security when doing so. Because what could possibly go wrong, right?
But have we ever asked ourselves what the clipboard content actually consists of? Do we really know what it contains? And are we aware of the consequences a thoughtless copy&paste interaction can have? Who else can control the contents of the clipboard? Is it really just us doing Ctrl-C or is there other forces in the realm who are able to infect what we believe to be clean, who can desecrate what we trust so blindly that we never question or observe it?
This talk is about the clipboard and the technical details behind it. How it works, what it really contains – and who can influence its complex range of contents. We will learn about a new breed of targeted attacks, including cross-application XSS from PDF, ODT, DOC and XPS that allow to steal website accounts faster than you can click, turn your excel sheet into a monster and learn about ways to smuggle creepy payload that is hidden from sight until it executes. Oh, and we’ll also see what can be done about that and what defensive measures we achieved to create so far.
In the wild, a user’s experience of your website can vary greatly due to network latency, browser rendering and your backend server processing. You need to be able to measure the user experience with standard metrics. Luckily your favorite web tool, the browser, can provide this data to you. Sending this browser data back to your site is called Real User Monitoring (RUM).
In this session, we will explore how to measure web performance that your users are experiencing. We will cover the W3C standards for timings and how to analyze them. How can you capture this information from your user’s browser and transmit that back to your webserver for analysis? We will look at an open source project Boomerang which provides JavaScript code that you can run in your web pages to gather this data. Then we will review a few options for customization and analysis of the data.
The efficiency of online advertising (Andrew Felbert - Nielsen)SEMPL
The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.
While the worldwide media and marketing spending reaches $ 1 Trillion USD; the ground beneath them is transforming, especially with Digital enabling advertisers transform consumer journeys from experience to POS(point of sales); CMOs are going beyond the campaign mindset and exploring growth opportunities through the Internet of Everything; Old guards are being replaced by new-age consultants with strong technology and strategy arms.
Through our extensive primary research with executives across Omnicom, Kantar Media and NAM(to name a few) and secondary research; the following themes emerge for Advertising & Marketing agencies :-
Convergence of AdTech and MarTech will transform the marketing industry
Data-driven Strategy and Programmatic Automation are enablers to bypass publisher dependencies
Multi-dimensional view of Customer (Customer Data Management) is the ultimate currency
Lack of Transparency and ROI driven management of assets is driving clients away from agencies
The above needs coupled with Cognizant’s current solution offerings (platforms, IPs and accelerators) became the primary slivers upon which we built potential solutions using the Cognizant opportunity framework analysis.
From consultative services aimed at the Digital Advertising operations, developing Integrated Marketing services, creating financial models leveraging our assetSERV solutions for the Ad Industry, big-data solutions to accelerate data marketing platforms to Code halos to drive the future of Customer Data Management , we have identified a host of opportunities!
Let’s dive in!
iMedia Brand Summit "Reengineering Omni-Channel Marketing to Drive Revenue"MediaMath
Edwin Lee, VP Strategic Accounts, MediaMath presented at the iMedia Brand Summit, September 2014. His presentation is titled "Reengineering Omni-Channel Marketing to Drive Revenue."
The next 5 years will hold more change for the advertising industry than the previous 50 did.
The information for this post is from an IBM global surveys of more than 2,400 consumers and 80 advertising experts … the report is titled, The end of advertising as we know it.”
Imagine an advertising world where ... spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.
Based on IBM global surveys there are four change drivers shifting control within the ad industry:
Attention — Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world.
Creativity — Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semi- professionals are now creating lower-cost advertising content.
Measurement — Advertisers are demanding more individual-specific and involvement- based measurements, putting pressure on the traditional mass-market model.
Advertising inventories — Will be bought and sold through efficient exchanges, bypassing traditional intermediaries.
There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.
Keep in mind … this change will also will also impact ad agency new business practices.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
ProTableau is a programmatic digital media buying specialist agency serving marketers, advertisers and agencies. We plan and buy online advertising across all digital media formats using the latest programmatic technology, data and cost efficiency - for better campaign ROI.
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Advertising effectiveness for cross screen modelsIABmembership
Join representatives from Jumptap and Operative to learn about how their approach to advertisers has changed, shifting the focus of the conversation from channel/screen specific models to a user-centric advertising model. They will discuss this topic from a marketer/sell-side perspective and will also address the technical and business challenges they’ve identified using these models. Ultimately, the goal is to understand how a cross-platform / cross-screen approach starting with the right audience can effectively deliver targeted content.
Joe Laszlo, Senior Director of IAB’s Mobile Marketing Center of Excellence, and a panel of IAB members who worked on MRAID shared their experiences drafting these specs and answered member questions about implementation, how this will impact the mobile advertising landscape, and discussed next steps for 2012.
Understanding the New IAB MMA Mobile Web Ad Measurement GuidelinesIABmembership
In February 2011, the IAB and the MMA jointly released the mobile web ad measurement guidelines, establishing standard definitions and methodology for counting ad impressions on the mobile Web. Positioned as a giant step forward for the mobile advertising industry, the guidelines will help create more confidence in the metrics that make the market run.
This Webinar, included speakers from the MMA, IAB, and MRC, and helped to explain what the guidelines cover, and allowed for numerout attendee questions. It will also feature a brief roundtable discussion with a group of auditors, explaining the process and procedures behind third party audits against these guidelines.
Speakers:
Joe Laszlo, Deputy Director, Mobile Marketing Center of Excellence, IAB
Leo Scullin, Industry Initiatives, Mobile Marketing Association
George Ivie, CEO and Executive Director, Media Rating Council
IAB Membership Code of Conduct - Webinar Slides, April 13, 2011IABmembership
On February 27, 2011, the IAB Board of Directors approved the first-ever IAB Member Code of Conduct. This Code of Conduct incorporates the Self-Regulatory Principles for Online Behavioral Advertising, and makes adherence to the Principles a condition of membership in the IAB. Members were encouraged to join IAB staff on April 13, 2011 to learn more information on what companies need to do to come into compliance with the Principles, what kind of monitoring and enforcement programs are in place, and what company executors should be looking for when evaluating their company roles in online behavioral advertising.
SPEAKERS:
Alison Pepper, Director Public Policy, IAB
Michael Signorelli, Associate, Venable LLP
HOST:
Luke Luckett, Senior Manager, Member Services, IAB
Mobile Campaign Measurement – Your Questions Answered, hosted by Bango, Mille...IABmembership
With more brands using mobile as a marketing platform to engage with customers, measuring the performance of mobile campaigns is now becoming more essential. Measurement is at the heart of mobile, giving brands the data they need to target and personalize their offerings and more importantly to build customer engagement.
This webinar will provide information on how to measure your mobile campaigns directly from the experts. Bango, mobile agency Somo, Yahoo!, and mobile advertising network Millennial Media will provide tips to understanding the performance of mobile campaigns.
You’ll learn:
*An overview of the mobile marketing landscape
*The importance of measuring mobile campaigns
*What marketers should watch out for
*How to measure mobile campaigns
*How to get the most accurate view of active, ongoing mobile campaigns
*What matters to brand marketers
SPEAKERS:
Martin G. Harris, SVP Strategic Accounts, Bango
Marcus Startzel, Senior Vice President, Sales, Millennial Media
Ed Chater, Group Account Director, Somo
Brian Morel, Strategic Account Director, Yahoo!
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
IAB: An Inside Look at Demand Side Perceptions of Digital Video Advertising (2011)
1. An Inside Look at
Demand Side Perceptions of
Digital Video Advertising
Conducted, Analyzed and Prepared by Advertiser Perceptions
0
2. “Digital video is becoming an ever more
common way that our target is consuming
what was traditionally broadcast content --
and our target is spending more time online,
and video is another way to reach and
engage the target.” TV Media Buyer
1
4. Today’s Discussion
Digital Video Advertising… What do advertisers think?
Insights and Perceptions
• Outlook
• Shifting Ad Dollars
• Why They Buy
• Selection Criteria
• Obstacles and Accelerators
• Past and Future Use
• Preferences and Purpose
Summary and Conclusion
3
6. Methodology and Profile
Method
• All interviews completed online
• Cash Incentives
• Blind Survey
• Timeframe: November 17th – December 6th 500 Respondents in Total Count Percent
Sample: Marketer and Agency contacts from Marketer 148 30%
Advertiser Perceptions Media Decision Maker Agency 352 70%
Database
Higher Level Titles 219 44%
Qualification Lower Level Titles 281 56%
• Digital and/or Television media decision
Television Decision Making 311 62%
making involvement
• Spending $1million or more in next 12 months Digital Decision Making 427 85%
Directional Data is used in this presentation
5
5
7. Methodology and Profile
Continued
Represents Leading U.S. Advertisers by Ad Category
• Alcoholic Beverages
• Apparel (Fashion)
• Automotive
• Consumer Electronics
• Consumer Packaged Goods (Cleaning, Food and Beverages)
• Energy
• Entertainment (Movies, Music, TV and Books)
• Financial (Financial Services, Insurance, and Real Estate)
• Home (Shelter)
• Pharmaceuticals
• Quick Service Restaurants
• Retail
• Technology (Computers, Hardware, Software, Services, Office
Products)
• Telecommunications
• Toiletries and Cosmetics (Beauty)
• Travel (Transportation, Hotels and Resorts)
6
9. Spending | Next 12 Months
Majority plan to increase digital video advertising; 22% Growth Predicted
“More reach, easier to track ROI.”
55%
Agencies • Agencies are more bullish than
marketers
• TV and digital media decision
makers are aligned
• On average, spending will grow
by 22%
69%
Marketers “Online video advertising is trending
better than television. Consumers
show a higher engagement rate with
online video.” Media Supervisor
Q: Imagine the amount of your total online display (not including search) advertising budget as a whole is a pie, and each of these media types is a share of the pie. In the next 12 months, would you expect the share
spent on each to increase, stay the same or decrease?
Q: What overall increase in digital video advertising do you expect in the next 12 months compared to the past 12 months?
Base: ALL RESPONDENTS
8
10. Spending | Next 12 Months
Majority plan to increase digital video advertising
Digital Video
Advertising
Digital Video Share
Influencers
of Ad Budget
17%
Agencies 19%
Marketers 15%
Total Ad Budget
Online Decision Makers 18%
TV Decision Makers 18%
Q: What percentage of your total online display advertising budget will be spent on digital video advertising in the next 12 months?
Base: ALL RESPONDENTS
9
12. Shifting Ad Dollars | Next 12 Months
Majority are likely to migrate a portion of TV ad budget to Digital Video
“Digital video advertising
is more trackable and
targetable. Production is
less expensive. Overall,
Total Ad more efficient
it's a Budget “Digital video advertising
spend.” Media Planner gives me more bang for the
buck!” Brand Manager
Q: Why are you (extremely/somewhat likely)to shift ad dollars from television advertising to digital video advertising in the next 12 months?
Base: Those extremely/somewhat likely to shift ad dollars from television advertising to digital video advertising in the next 12 months.
11
13. Shifting Ad Dollars | Next 12 Months
The reasons why they differ slightly by certain key influencers
Digital Video Advertising
Influencers
Marketers = ROI Delivers Better ROI
More marketers will migrate TV ad Agencies 53%
dollars to Digital Video based on the
Marketers 62%
belief that it will deliver better ROI
Online Decision Makers 55%
TV Decision Makers 57%
Digital Video Advertising is
Influencers Where Audience is Moving
Agencies = AUDIENCE
More agencies and television Agencies 47%
decision makers will shift TV ad
Marketers 41%
dollars to Digital Video in an attempt
to follow their target audience Online Decision Makers 44%
TV Decision Makers 50%
Base: ALL RESPONDENTS
12
15. Digital Video Advertising
Decision drivers in their own words…
“We think we can target our ads more effectively thru digital video
advertising than with TV advertising.” VP Advertising, Consumer Products
“Because consumers are watching more and more television online - so we
are following the eyeballs. Also, the economics work better for our clients
and their budgets - much more affordable.” Senior Media Planner
“The ability for prospect to skip ads on television or to go to the Internet for
their viewing needs. The traffic between online and television simply are no
longer in the same ballpark.” Chief Marketing Officer
VERBATIMS
14
16. Digital Video Advertising | Most Important Decision
Making Criteria
Targeting, Results, Reach and Cost Drive Digital Ad Decisions
Percent Rating Decision Making Criteria as being Very Important (4, 5 on a 5-Point Scale)
Q: Thinking about digital video advertising, please tell us how important each of these criteria are in your decisions to spend on your digital video advertising.
Base: All Respondents.
15
17. Digital Video Advertising | Obstacles
In their own words…
Mass Reach:
“Client’s perceptions of digital video advertising vs. the mass
reach of TV.” Media Supervisor
Brand Building:
“Strong evidence and case study showing effectiveness for
brand awareness and promotional activities, as well as
alignment with target demographics.” Brand Manager
Measurement:
“Research behind the numbers to show clients the results”
Senior Media Planner
VERBATIMS
16
18. Digital Video Advertising | Obstacles
Targeting, Results, Reach and Cost are Hindering Greater Usage of DVA
Percent Selecting Obstacles
Q: Which of the following reasons are hindering your greater use of digital video advertising?
Base: All Respondents.
17
19. Digital Video Advertising | Migration Accelerators
In their own words…
“An ROI analysis showing our money will be better spent
with this shift.” Agency Planner
“Better proof-of-performance from digital media distribution.”
Marketing Manager
“Stronger metrics and more cost per engagement based
modeling.” Agency Media Supervisor
“Stronger ROI/metrics to show how video can ultimately
lead to sales.” Senior Brand Manager
VERBATIMS
18
20. Digital Video Advertising | Migration Accelerators
Better ROI Measurement and Standardized Metrics
Percent Selecting
Q: Which of the following, IF IMPROVED would lead to your greater use of digital video advertising
Base: All Respondents.
19
21. Media Decision Making for Digital Video Advertising…
Primary Involvement:
•Decision Making
•Budgets
•Creative, Tactics, Placement
•Other Marketer Concerns
20
22. Who Is Most Responsible In the DVA Decisions. . .
Roles for DVA Decisions are Unresolved | Agencies Believe That They
Should Decide Whether to Use and How Much $ to Allocate | Marketers
Focusing on Creative, Tactics and Placement?
Total Agency Marketer
Whether to Use Digital Video Advertising:
Agency (Net) 47% 55% 28%
Marketer (Net) 41% 33% 60%
How Much Budget to Allocate for DVA :
Agency (Net) 55% 65% 31%
Marketer (Net) 37% 28% 59%
Creative, Tactics, and/or Placement of DVA:
Agency (Net) 62% 71% 41%
Marketer (Net) 26% 17% 47%
Q: To the best of your knowledge, please tell us which role/function is most responsible in the following aspects of decision-making for digital video advertising.
Base: ALL RESPONDENTS
21
23. Agreement with Statements About DVA
Agencies and Marketers have Similar Concerns
Agreement Rated 4, 5 on a 5-Point Scale
Total Agency Marketer
If I had more proof and/or certainty that my
ads/campaigns ran, I would spend more on digital video 72% 69% 80%
advertising
I'd rather buy digital video advertising in an "upfront"
41% 39% 46%
versus in real‐time
Not having a digital video upfront limits my digital video
41% 39% 45%
ad spending
Digital video advertising is too difficult to buy 35% 32% 43%
Consumers don't really engage with digital video ads 35% 32% 41%
Please indicate how much you agree or disagree with each of the statements below as they pertain to digital video advertising.
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24. Use of Digital Video Advertising
•Past
•Future
•Purpose
•Preferences
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25. Digital Video Advertising | Preferences
Pre-roll, CPM and 15 Seconds
Q: And which one digital video ad type do you prefer?
Q: Which one type of pricing do you prefer for digital video advertising?
Q: In your personal opinion, what is the appropriate length of a digital video ad?
Base: All Respondents.
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26. Digital Video Advertising | Past Use
Agencies Using Pre-roll | Marketers are Not Committed to Any Format
Percent Selecting
Q: Please select the digital video ad types have you used in the past 12 months.
Base: All Respondents.
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27. Digital Video Advertising | Future Use
It’s growing
Percent Selecting
Q: Which digital video ad types will you use in the next 12 months?
Base: All Respondents.
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28. Digital Video Advertising | Purpose for Use
Product/Brand Awareness, Store/Website Traffic and Product Info.
“More targeted advertising
possible through digital video
advertising.” CMO
“The social media and it's network
has a broader reach to our
branded consumers.”
Marketing Director
“Digital Video advertising works.”
Agency Buyer
VERBATIMS
Q: Why are you (extremely/somewhat likely)to shift ad dollars from television advertising to digital video advertising in the next 12 months?
Base: Those extremely/somewhat likely to shift ad dollars from television advertising to digital video advertising in the next 12 months.
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29. Digital Video Advertising
What Do Advertisers Think?
Good News for DVA Action Items
• Spending will increase Accelerate Migration
• Share of ad budget will increase
• Ad dollars will migrate from TV to Digital • Improve ROI measurement
• Use will increase • Create better standardized metrics
• Demonstrate audience shift to digital
Sell More
Observation
Focus on the decision drivers
Marketers are lagging in nearly • Targeting
• Results
all areas • Reach
• Education and greater exposure to Digital
Video Advertising is warranted Offer products advertisers prefer
• Managing perceptions of ROI from Digital • Create Offerings that Marketers will Commit to
Video Advertising and television’s audience
movement to digital should be a priority
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