This document reports on findings from a study about digital video advertising spend conducted in March-April 2017. Some key highlights:
- Advertisers are spending on average over $9 million annually on digital/mobile video advertising, representing a 67% increase over the past two years.
- Over half of digital ad budgets are now being allocated to video. Spending on original digital video content in particular has nearly doubled since 2015.
- Advertisers anticipate increasing their spending on digital and mobile video over the next 12 months while maintaining TV spend levels. Primary sources of increased funding will come from TV and expanded budgets.
2018's IAB Europe survey aims to assess the current adoption of and attitudes...Dmytro Lysiuk
ATTITUDES TO DIGITAL VIDEO ADVERTISING
IAB Europe report, 2018
Executive Summary
SECTION 1 Introduction
SECTION 2 Methodology and Participants
SECTION 3 Current Adoption
SECTION 4 Objectives and Measurement
SECTION 5 Digital Video Inventory Supply
SECTION 6 Cross-Screen: TV and Digital Video
SECTION 7 Future of Digital Video Advertising
Contact Details
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission
is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory
environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to
the market, and developing and facilitating the uptake of harmonised business practices that take account of
changing user expectations and enable digital brand advertising to scale in Europe.
IAB Europe European Video Ad Format Landscape InfographicIAB Europe
IAB Europe conducted the Video Ad Formats survey amongst approximately 700 stakeholders including publishers, agencies and advertisers across all European markets during Q1 2017. The results provide insight into the video ad formats landscape across Europe including the current usage, trends and technological specifications.
2018's IAB Europe survey aims to assess the current adoption of and attitudes...Dmytro Lysiuk
ATTITUDES TO DIGITAL VIDEO ADVERTISING
IAB Europe report, 2018
Executive Summary
SECTION 1 Introduction
SECTION 2 Methodology and Participants
SECTION 3 Current Adoption
SECTION 4 Objectives and Measurement
SECTION 5 Digital Video Inventory Supply
SECTION 6 Cross-Screen: TV and Digital Video
SECTION 7 Future of Digital Video Advertising
Contact Details
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission
is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory
environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to
the market, and developing and facilitating the uptake of harmonised business practices that take account of
changing user expectations and enable digital brand advertising to scale in Europe.
IAB Europe European Video Ad Format Landscape InfographicIAB Europe
IAB Europe conducted the Video Ad Formats survey amongst approximately 700 stakeholders including publishers, agencies and advertisers across all European markets during Q1 2017. The results provide insight into the video ad formats landscape across Europe including the current usage, trends and technological specifications.
IAB Europe Report: European Programmatic Market Sizing 2017Romain Fonnier
The European Programmatic Market Sizing Report produced in collaboration with IHS Markit reveals that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 27.1% to €12bn in 2017.
Pertaining to this growth, 62% of European display ad spend was traded programmatically in 2017. Mobile continues to be the ‘most’ programmatic format as more than 80% of mobile was traded programmatically whilst video catches up – 74.1% of video was traded programmatically. Further, programmatic video is the force behind the growth as it saw 64.6% growth followed by programmatic mobile at 53.2%.
Whilst CEE is still small in size it continues to make large gains and grew by 65% compared to Western Europe which grew by 24%.
Programmatic revenues by format:
Mobile – €6.8bn
Video – €3.9bn
Programmatic revenues by region:
Western Europe – €10.8bn
Central and Eastern Europe – €1.2bn
Adobe's Programmatic TV Survey for Q3 2017 tells a compelling story: first-party data-driven targeting is a game-changer in programmatic television.
The Programmatic Television Survey for Q3 2017 contains data from a survey of over 400 UK & US advertising professionals from both agencies and brands. It was conducted online by Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their experience with programmatic television.
IAB Netherlands & DDMA - Report on Paid Search AdvertisingIAB Europe
This is the third edition of the Dutch National Search Study from IAB Netherlands and DDMA. The ambition of this study was to arm agencies and advertisers with the insights they need to make strategic decisions.
IAB Spain report: H1 2016 digital ad spendIAB Europe
This study, carried out annually by IAB Spain since 2002, has as its main objective provide a trend report about media buying and give an investment figure for the digital advertising industry.
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
Anúncios em podcasts devem chegar a US$ 1 bi nos EUA em 2021Reginaldo Osnildo
De acordo com o "Podcast Advertising Revenue Study", produzido pela PwC em parceria com o IAB US, as receitas de anúncios de podcast deverão chegar a US$ 1 bilhão nos EUA em 2021. O estudo aponta que a publicidade nas plataformas de áudio crescerá nos dois próximos anos o mesmo que na última década.
"Os ouvintes de podcast mostraram que, mesmo quando se trabalha em casa, os podcasts são o meio preferido. Os anunciantes estão se beneficiando das novas tecnologias desenvolvidas para atender a esses mercados e para tornar a publicidade em podcast mais dinâmica e mensurável do que nunca", diz Eric John, vice-presidente do IAB Media Center.
TYNY forecasts India’s advertising investment to reach an estimated Rs. 91,641 crores this year. This represents an estimated growth of 10.7%, for the calendar year 2020.
The paramount importance of digital video to the future of TV and entertainment has become indisputable. New digital-only offerings by TV networks, a dramatic increase of streaming device sales, ever-expanding screen sizes, media conglomerates purchasing digital-first Publishers, and a new generation of platform-agnostic millennial viewers coming of age – all continue to drive advertising dollars to digital channels.
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.
Adobe Digital Insights reveals its latest report, based on over 1.7 trillion visits to 16,000+ websites from January 2014 to January 2017, around the state of digital advertising, including the cost of digital channels compared to traditional channels, growth of digital channels, and the blend of technology and creative required to meet the customer’s expectation around personalization and advertising.
IAB Europe Report: European Programmatic Market Sizing 2017Romain Fonnier
The European Programmatic Market Sizing Report produced in collaboration with IHS Markit reveals that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 27.1% to €12bn in 2017.
Pertaining to this growth, 62% of European display ad spend was traded programmatically in 2017. Mobile continues to be the ‘most’ programmatic format as more than 80% of mobile was traded programmatically whilst video catches up – 74.1% of video was traded programmatically. Further, programmatic video is the force behind the growth as it saw 64.6% growth followed by programmatic mobile at 53.2%.
Whilst CEE is still small in size it continues to make large gains and grew by 65% compared to Western Europe which grew by 24%.
Programmatic revenues by format:
Mobile – €6.8bn
Video – €3.9bn
Programmatic revenues by region:
Western Europe – €10.8bn
Central and Eastern Europe – €1.2bn
Adobe's Programmatic TV Survey for Q3 2017 tells a compelling story: first-party data-driven targeting is a game-changer in programmatic television.
The Programmatic Television Survey for Q3 2017 contains data from a survey of over 400 UK & US advertising professionals from both agencies and brands. It was conducted online by Adobe during May and June of 2017. Respondents were recruited online and asked a series of questions about their experience with programmatic television.
IAB Netherlands & DDMA - Report on Paid Search AdvertisingIAB Europe
This is the third edition of the Dutch National Search Study from IAB Netherlands and DDMA. The ambition of this study was to arm agencies and advertisers with the insights they need to make strategic decisions.
IAB Spain report: H1 2016 digital ad spendIAB Europe
This study, carried out annually by IAB Spain since 2002, has as its main objective provide a trend report about media buying and give an investment figure for the digital advertising industry.
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
Anúncios em podcasts devem chegar a US$ 1 bi nos EUA em 2021Reginaldo Osnildo
De acordo com o "Podcast Advertising Revenue Study", produzido pela PwC em parceria com o IAB US, as receitas de anúncios de podcast deverão chegar a US$ 1 bilhão nos EUA em 2021. O estudo aponta que a publicidade nas plataformas de áudio crescerá nos dois próximos anos o mesmo que na última década.
"Os ouvintes de podcast mostraram que, mesmo quando se trabalha em casa, os podcasts são o meio preferido. Os anunciantes estão se beneficiando das novas tecnologias desenvolvidas para atender a esses mercados e para tornar a publicidade em podcast mais dinâmica e mensurável do que nunca", diz Eric John, vice-presidente do IAB Media Center.
TYNY forecasts India’s advertising investment to reach an estimated Rs. 91,641 crores this year. This represents an estimated growth of 10.7%, for the calendar year 2020.
The paramount importance of digital video to the future of TV and entertainment has become indisputable. New digital-only offerings by TV networks, a dramatic increase of streaming device sales, ever-expanding screen sizes, media conglomerates purchasing digital-first Publishers, and a new generation of platform-agnostic millennial viewers coming of age – all continue to drive advertising dollars to digital channels.
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.
Adobe Digital Insights reveals its latest report, based on over 1.7 trillion visits to 16,000+ websites from January 2014 to January 2017, around the state of digital advertising, including the cost of digital channels compared to traditional channels, growth of digital channels, and the blend of technology and creative required to meet the customer’s expectation around personalization and advertising.
There are major changes happening in the world of digital video marketing, see industry statistics that show how video ad spend is changing -- and why.
7 Ways Brands Will Transform TV and Media Strategies in 2017iQ Media
2017 will undoubtedly see a significant shift in the way “TV” is delivered, what it looks like, and how advertisers will be able to use it like never before to initiate consumer engagement.
ValueClick Media's Director of Video Strategy, Dan Alexander, offers four tips for cross-platform marketers to maximize their digital video ROI. Before digital video, TV was one of the few visual mediums where advertisers knew that when they bought air time, they were getting a specific audience, at a precise time, for a determined spend. While navigating the current video landscape can be unnerving for both traditional and digital marketers – often unsure of what they are getting in return for their time and spend – digital video is where top brands are progressively allocating their advertising budgets.
Now is the time to grow your video comfort zone to meet increasing demand. Learn the 4 essential questions to ask your video ad provider.
Adobe Digital Insights reveals its latest report, based on over 183 billion visits to U.S. Online video data based on 12 billion
plays of TVE & 9 billion ad impressions, E-mail analysis based on 150 billion e-mails sent via Adobe Campaign in 2017. With insights ranging from personalization, to relevant ad channels, and how one size does not fit all for video completions.
New advertising opportunities in Netinfo 2017Hristo Hristov
Check out the latest advertising formats Netinfo can offer. Increase your business today with digital advertising through the biggest digital media company in Bulgaria!
MAU Vegas 2016 — Taking AIM: Top 10 App Install Marketing TrendsGrow.co
Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Acquisition Breakout Session — 11:20am - 11:40am
With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Learn what’s working for the top 100 apps — and what isn’t — during this session revealing the results from the latest App Install Survey.
Bryan Buskas, Chief Customer Officer @ Adcolony
Facebook Video has become a powerful marketing channel. Learn about recent changes in consumer behavior and new capabilities with Facebook video making it even more powerful than YouTube.
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.
In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Userfarm - Video Production and Video CrowdsourcingBruno Pellegrini
Userfarm introduction to the Social Case History Forum 2014 in Milan (SCHF 2014) with relevant data about video production industry, video marketin strategy and video crowdsourcing solutions.
Similar to New fronts video ad spend report - IAB - 2017 (20)
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
Levelwise PageRank with Loop-Based Dead End Handling Strategy : SHORT REPORT ...Subhajit Sahu
Abstract — Levelwise PageRank is an alternative method of PageRank computation which decomposes the input graph into a directed acyclic block-graph of strongly connected components, and processes them in topological order, one level at a time. This enables calculation for ranks in a distributed fashion without per-iteration communication, unlike the standard method where all vertices are processed in each iteration. It however comes with a precondition of the absence of dead ends in the input graph. Here, the native non-distributed performance of Levelwise PageRank was compared against Monolithic PageRank on a CPU as well as a GPU. To ensure a fair comparison, Monolithic PageRank was also performed on a graph where vertices were split by components. Results indicate that Levelwise PageRank is about as fast as Monolithic PageRank on the CPU, but quite a bit slower on the GPU. Slowdown on the GPU is likely caused by a large submission of small workloads, and expected to be non-issue when the computation is performed on massive graphs.
As Europe's leading economic powerhouse and the fourth-largest hashtag#economy globally, Germany stands at the forefront of innovation and industrial might. Renowned for its precision engineering and high-tech sectors, Germany's economic structure is heavily supported by a robust service industry, accounting for approximately 68% of its GDP. This economic clout and strategic geopolitical stance position Germany as a focal point in the global cyber threat landscape.
In the face of escalating global tensions, particularly those emanating from geopolitical disputes with nations like hashtag#Russia and hashtag#China, hashtag#Germany has witnessed a significant uptick in targeted cyber operations. Our analysis indicates a marked increase in hashtag#cyberattack sophistication aimed at critical infrastructure and key industrial sectors. These attacks range from ransomware campaigns to hashtag#AdvancedPersistentThreats (hashtag#APTs), threatening national security and business integrity.
🔑 Key findings include:
🔍 Increased frequency and complexity of cyber threats.
🔍 Escalation of state-sponsored and criminally motivated cyber operations.
🔍 Active dark web exchanges of malicious tools and tactics.
Our comprehensive report delves into these challenges, using a blend of open-source and proprietary data collection techniques. By monitoring activity on critical networks and analyzing attack patterns, our team provides a detailed overview of the threats facing German entities.
This report aims to equip stakeholders across public and private sectors with the knowledge to enhance their defensive strategies, reduce exposure to cyber risks, and reinforce Germany's resilience against cyber threats.
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
2. Video Ad Spend Study
April 2017
2
Methodology
• 358 total respondents
• All interviews conducted online
• Incentives include cash and sweepstakes entry
Timeframe: March 15 – April 2 2017
Sample: Marketer & Agency contacts from The Advertiser
Perceptions Media Decision Maker Database, and third-party
databases as needed.
Qualification:
• Involved in Digital Video Advertising Decision-Making
• $1M+ Total Annual Ad Spend
• Minimum of a modest understanding of the Digital Content
NewFronts
Note: Throughout the report ‘Original Digital Video Content’
refers to programming (not advertising) that is professionally
produced specifically for digital/online consumption.
Digital-Primary: Refers to advertisers who use Digital Budgets
as the primary source for Digital Video Advertising
TV-Primary: Refers to advertisers who use TV Budgets as the
primary source for Digital Video Advertising
Directional Data: Some findings in the presentation could
reflect data with low bases.
3. Video Ad Spend Study
April 2017
3
Respondent Profile Snap Shot
Profile of Respondents (358) Total
Agency 47%
Marketer 53%
Senior (VP+) Job Title 51%
Mid (Director) Job Title 30%
Junior Job Title 19%
TV-Primary Digital Video Budget Source 14%
Digital-Primary Digital Video Budget Source 85%
Plan to Attend 2017 NewFronts 67%
Total
Market Sectors:
Automotive 15%
Financial Services 13%
Food & Beverage 15%
Health & Beauty 14%
Household Goods 15%
Retail 15%
Telecom 14%
4. Video Ad Spend Study
April 2017
4
Key Highlights – Digital Video Landscape
• Ongoing strong growth for Digital Video
Advertisers are spending on average more than $9 million annually for their brand’s Digital Video advertising,
representing a 67% increase from 2 years ago
Video represents more than 50% of their Digital/Mobile Ad Spending
High spend optimism (plans to invest more in next 12 months) for both Digital and Mobile Video; while most are
expecting to maintain current TV spend levels
• Cross-Platform spending (TV + Online Video) seeing continued growth in 2017 – driven by Agencies, 67% of
whom plan to increase cross-platform spending
• Digital Video Spending Practices
Direct and indirect buying of Digital Video are both robust: Programmatic Video buying seeing broad adoption
and steady growth – accounting for 45% of all Digital Video dollars spent. Yet still more than half spend directly
with premium video sites.
Advertisers currently allocate digital video budgets fairly evenly across multiple channels (TV shows online, news
sites, etc.) Suggesting advertisers are still in a test and learn phase and presenting an opportunity for channels to
prove their effectiveness for a greater slice of the pie.
5. Video Ad Spend Study
April 2017
5
Key Highlights – Original Digital Video and the NewFronts
• Original Digital Video Spending & Trends
Robust growth: Ad spending on original digital programming has nearly doubled since 2015
• In 2016, 42% of ODV dollars went to Native advertising opportunities
Perceptual momentum: Fully three-quarters of Video advertisers agree that ODV:
• …reaches an audience that can’t be reached on TV
• …will become as important as original TV programming within 3 Years
• Digital Content NewFronts: Impact and Importance
Attendance: 67% of video advertisers plan to attend the 2017 NewFronts
Video Trends: More than three-quarters agree that attending the 2016 NewFronts encouraged them to actively
plan ways to incorporate VR or360 degree video advertising into their line up
Spending
• The 2017 NewFronts event is poised to capture a full 40% of advertisers’ original digital video budgets
• 9 in 10 advertisers agree that their attendance at the 2016 NewFronts resulted in increased spending on
Original Digital Video content and/or motivated them to increase their budgets for ODV content
6. Video Ad Spend Study
April 2017
6
Opportunities/Recommendations
• Best Practices for Original Digital Video selling:
Laser focus on quality content/environment: Quality is their top consideration when choosing
an ODV publisher. Likewise it’s their biggest perceived obstacle for ODV spending—especially
among TV primary buyers
Viewability: Address concerns, have measurements in place
Price that makes sense in the ROI equation
Effective audience reach: A key criteria when advertisers choose an ODV publisher. Lean into
advertisers’ understanding that ODV reaches an audience that can’t be reached on TV
Independent measurement audit: 8 in 10 advertisers agree that an independent audit
influences their decision to work with a media brand
Promote Native advertising opportunities–a significant number of ODV dollars go to Native
advertising
Messaging: Make the case that ODV is an essential component of their overall Video strategy.
Growing demand for Original Digital Video content. Greater perceived engagement with ODV
content.
8. Video Ad Spend Study
April 2017
8
Advertisers Will Spend Over $9 Million, on Average, on their Brand’s Digital/Mobile
Video Advertising In 2017. Spend Has Increased Sharply YOY
Q143. Previously you said your company will spend [INSERT RANGE] on digital video /mobile video in 2017. We’d like to get a bit more detail on that and prior
year’s spending. To the best of your knowledge, what exactly was that spending amount in 2015 and 2016? What do you anticipate spending in 2017?
Base: Total Respondents
$5.6
$6.6
$4.8
$6.8
$8.1
$5.7
$9.4
$9.7
$9.1
Total Agency Marketer
+67%
Increase
2015-2017
+46%
Increase
2015-2017
+90%
Increase
2015-2017
2015 2016 2017 2015 2016 2017 2015 2016 2017
Average Dollar Amount Spent on Digital/Mobile Video Advertising—3 Year Trend (in millions)
= % Change in
Digital/Mobile Video Dollar
Spend 2015 – 2017
9. Video Ad Spend Study
April 2017
Spending on Digital/Mobile Video Advertising Increased Across ALL
Market Sectors Over the Past 3 Years
9
Q143. Previously you said your company will spend [INSERT RANGE] on digital video/mobile video in 2017. We’d like to get a bit more detail on that and prior
year’s spending. To the best of your knowledge, what exactly was that spending amount in 2015 and 2016? What do you anticipate spending in 2017?
Base: Total Respondents
Telecom Advertisers
Are the Biggest
Spenders on
Digital/Mobile Video
Advertising - Up
Threefold Since 2015
2017 Average Dollar Amount Spend in Millions on Digital/Mobile Advertising by Market Sector
% Change from 2015% Change from 2015
Financial
$10.2 +85%
Telecom
$13.3 +281%
Household
Goods
$10.0
+20%
+24%
Retail
$10.0
Total
$9.4 +67%%
Health/
Beauty
$5.1
+193%
Food/
Beverage
$7.6
+37%
Auto
$9.1 +54%
10. Video Ad Spend Study
April 2017
10
Majority Are Planning Increases on Mobile and Digital Video
Advertising in Next 12 Months
Q125: In the next 12 months, would you expect the amount of [your company’s/your clients’] spend on the following types of advertising to increase, stay the
same or decrease?
Base: Total Respondents
36%
48%
61%
62%
48%
49%
37%
36%
16%
3%
3%
2%
Broadcast/ Cable
TV
Advanced TV
Digital/Online
Video
Mobile Video
Spending Optimism for Video and TV Advertising Types TV-Primary buyers show
greater Net Optimism than
their Digital-Primary
counterparts across all media
types
Digital/Online Video
- Digital-Primary: 57%
- TV-Primary: 65%
Mobile Video
- Digital-Primary: 59%
- TV-Primary: 66%
Advanced TV
- Digital-Primary: 41%
-TV-Primary: 65%
Broadcast/Cable TV
- Digital-Primary: 14%
- TV-Primary: 43%Increase Maintain Decrease
60%
58%
45%
20%
Net Optimism
(Increase Minus
Decrease)
11. Video Ad Spend Study
April 2017
11
Primary Sources of Funding for Increased Digital Video Spend:
TV and Expanded Budgets
Q125: In the next 12 months, would you expect the amount of [your company’s/your clients’] spend on the following types of advertising to increase, stay the
same or decrease?
Q130a. You mentioned that your spending on digital video advertising will increase in 2017 compared to 2016. Where will the funding come from for the
increasing digital video advertising spend?
Base: Respondents Whose Digital Video Advertising Will Increase in 2017
Percent Indicating Shift of Funds Away From Advertising Types (Multiple Response)
50% 49% 42% 34% 32% 28%
Overall Expansion
of Budgets
Broadcast TV
Advertising
Cable TV
Advertising
Non-Video Ads
Online
Advanced/
Interactive TV
Neither Digital
nor TV
61%
Will Increase Spending on
Digital Video Advertising in
the
Next 12 Months
Shifting Funds Away
from Any TV (net)
Total: 76%
12. Video Ad Spend Study
April 2017
12
More than 50% of Digital Budgets Are Allocated to Video
Q111. Thinking about your overall digital ad spend, for [your company’s/your client’s] biggest or most important product or service in the [INSERT ASSIGNED
MARKET SECTOR] market, what share of spending was allocated to each of the following advertising formats in 2015 and 2016? What share do you anticipate
allocating to each in 2017?
Base: Respondents Involved in Video and Other Digital/Mobile
Marketer Marketer
Digital Spend Allocation: Video vs. Other Non-Video—3 Year Trend ; Average Percent
Digital
Video
32%
Mobile
Video
20%
Other
Digital
31%
Other
Mobile
17%
2015
Digital
Video
33%
Mobile
Video
21%
Other
Digital
29%
Other
Mobile
17%
2016
Digital
Video
34%
Mobile
Video
22%
Other
Digital
28%
Other
Mobile
16%
2017
Digital Video Mobile Video Other Digital Other Video
56%
Combined
Allocation
to
Video
52%
to Video
54%
to Video
13. Video Ad Spend Study
April 2017
13
Digital/Mobile Video Allocations Are Evenly Dispersed Across
Channels
Q115 Imagine that the digital video/mobile video advertising budget for [your company’s/your client’s] biggest or most important product or service in the [INSERT
ASSIGNED MARKET SECTOR] market is a pie and each of these types of digital video advertising is a slice. What share do you anticipate allocating to each
slice in 2017?
Q115a What percent of your digital video budget for [your company’s/your client’s] biggest or most important product or service in the [INSERT ASSIGNED
MARKET SECTOR] is spent on:
Base: Total Respondents
TV Shows Online
20%
News Sites
20%
Original Digital
Video Site
18%
User Generated
Content
17%
Music Video
Sites
16%
Other
9%
Average Percent Allocation to Each
Digital/Mobile Video Budget Allocations to Each Channel
14. Video Ad Spend Study
April 2017
14
Digital/Mobile Video Allocations Are Evenly Dispersed Across
Video Ad Formats
Q115 Imagine that the digital video/mobile video advertising budget for [your company’s/your client’s] biggest or most important product or service in the [INSERT
ASSIGNED MARKET SECTOR] market is a pie and each of these types of digital video advertising is a slice. What share do you anticipate allocating to each
slice in 2017?
Q115a What percent of your digital video budget for [your company’s/your client’s] biggest or most important product or service in the [INSERT ASSIGNED
MARKET SECTOR] is spent on:
Base: Total Respondents
Average Percent Allocation to Each
Video ads in
videos (i.e. pre-
roll, mid-roll)
33%
Video ads in
social media
(i.e. video ads in
social media
feeds)
31%
Video ads on
article-based
pages (i.e. video
in rich media-like
ads that are
outside of a
video player)
27%
Other
9%
Digital/Mobile Video Budget Allocations to Each Ad Format
15. Video Ad Spend Study
April 2017
15
Advertisers Typically Use Creative Developed for Cross Screen Purposes or
Repurposed TV Creative for their Digital/Mobile Video Campaigns
Q189a Which best describes how the creative for a digital video/mobile video campaign is typically developed?
Base: Total Respondents
26%
23%
20%
18%
14%
Creative is developed which is intended to be
used for cross screen purposes
A creative execution is developed primarily
intended for TV
Separate creative executions are developed
tailored specifically for each platform
A creative execution is developed primarily
intended for online/desktop platforms
A creative execution is developed primarily
intended for mobile platforms
How Creative for a Digital/Mobile Video Campaign Is Typically Developed
17. Video Ad Spend Study
April 2017
17
Original Digital Video Increasingly Taking a Larger Share of
Video Budgets
Q145 What portion of your total digital video advertising budget for [your company’s/your client’s] biggest most important product or service in the [INSERT
ASSIGNED MARKET SECTOR] market was spent advertising on each type of content in 2015 and 2016? And what do you anticipate those shares will be in
2017?
Base: Total Respondents
Average Percent of Digital Video Budget Allocated to Original Digital Video vs. Other Video—3 Year Trend
44% 45% 47%
56% 55% 53%
2015 2016 2017
Other Digital
Video
Content
Original
Digital Video
Content
18. Video Ad Spend Study
April 2017
Annual Average Spend on Original Digital Video Advertising Has Nearly
Doubled Over 3 Years
Average Dollar Amount Spent on
Original Digital Video
—3 Year Trend (in millions)
18
Q143. Previously you said your company will spend [INSERT RANGE] on digital video/mobile video in 2017. We’d like to get a bit more detail on that and prior
year’s spending. To the best of your knowledge, what exactly was that spending amount in 2015 and 2016? What do you anticipate spending in 2017?
Q145 What portion of your total digital video advertising budget for [your company’s/your client’s] biggest most important product or service in the [INSERT
ASSIGNED MARKET SECTOR] market was spent advertising on each type of content in 2015 and 2016? And what do you anticipate those shares will be in
2017?
Base: Total Respondents
$2.4
$2.9
$2.1
$3.0
$3.7
$2.5
$4.4 $4.5
$4.3
Total Agency Marketer
+80%
Increase
2015-2017
+53%
Increase
2015-2017
+108%
Increase
2015-2017
2015 2016 2017 2015 2016 2017 2015 2016 2017
= % Change in Original Digital
Video Dollar Spend 2015 –
2017
19. Video Ad Spend Study
April 2017
19
Q143. We’d like to get a bit more detail on that and prior year’s spending. To the best of your knowledge, what exactly was that spending amount in 2015 and
2016? What do you anticipate spending in 2017?
Q145 What portion of your total digital video advertising budget for [your company’s/your client’s] biggest most important product or service in the [INSERT
ASSIGNED MARKET SECTOR] market was spent advertising on each type of content in 2015 and 2016? And what do you anticipate those shares will be in
2017? Base: Total Respondents
Spending on Original Digital Video Advertising Increased Across ALL
Verticals Over the Past 3 Years
Retail
$2.0
2017 Average Dollar Amount Spend in Millions on Original Digital Video Advertising by Market Sector
% Change from 2015 % Change from 2015
Telecom Advertisers
Are the Biggest
Spenders on ODV
Advertising followed
by Financial and Retail
Financial
$4.7 +115%
Telecom
$6.9
+321%
Household
Goods
$4.1 +19%
+27%
Retail
$4.5
Total
$4.4
+80%
Health/
Beauty
$2.7 +238%
Food/
Beverage
$3.7
+55%
Auto
$3.9
+49%
20. Video Ad Spend Study
April 2017
20
Overall Expansion of Advertising Budgets and TV Budgets are the Primary Sources
of Funding for Increased Original Digital Video Spend
Q150 You mentioned that your advertising spending on professionally produced original digital video programming/content will increase in 2017 compared to
2016. Where will the funding come from for the increasing original digital video programming content advertising spend?
Base: Respondents Whose Original Digital Video Advertising Will Increase in 2017
53% 40% 38% 28% 26% 24% 15%
Overall
Expansion of
Budgets
Broadcast TV
Advertising
Cable TV
Advertising
Advanced/
Interactive TV
Other Online
(Non-Video)
Other
(Non-Digital/
Non-TV) Media
Types
Other Digital
Video
Advertising
+80%
Projected Increase in ODV
Spending 2015 - 2017
Shifting Funds Away from
Cable TV
Agency 25%
Marketer 47%
Shifting Funds Away
From TV (net)
Total: 66%
Percent Indicating Shift of Funds Away From Advertising Types (Multiple Response)
21. Video Ad Spend Study
April 2017
40% 40% 40%
Total Agency Marketer
2017
21
40% of Advertisers’ Original Digital Video Budget Will be Allocated at
the NewFronts
Q155c What share of the dollars for advertising spending on professionally produced original digital video programming/content do you anticipate allocating
to each this year (Spring 2017)?
Base: Total Respondents
Average Percent of Original Digital Video Dollars Tied to NewFronts
22. Video Ad Spend Study
April 2017
22
4 out of 7 Key Market Sectors Allocate Nearly Half of their Original
Digital Video Budgets During the NewFronts
Q155a/b//c What share of the dollars for advertising spending on professionally produced original digital video programming/content was committed as a result of the
Digital Content NewFronts two years ago (Spring 2015)? A year ago (Spring 2016)? What share do you anticipate allocating to each this year (Spring 2017)?
Base: Total Respondents
40%
44% 45% 45%
36% 34% 31%
45%
Total Automotive Health and
Beauty
Food and
Beverage
Household
Goods
Financial
Services
Retail Telecom
2017 Average Percent Allocation of Original Digital Video Dollars Tied to the NewFronts
23. Video Ad Spend Study
April 2017
23
Nearly 9 in 10 Advertisers Increased their Original Digital Video
Budget as a Result of Attending the 2016 NewFronts
Q163b In which of these ways did the 2016 Digital Content NewFronts affect your advertising on original digital programming content?
Base: Respondents who Participated in 2016 Digital Content NewFronts
88%
52%
48%
45%
29%
26%
25%
Budget change/increase (Net)
I committed more than I had planned to at the NewFronts
During the course of the year I spent more than I had
planned to due to the NewFronts
Asked for More Information/Did research (Net)
I did more research into original digital programming
content
The 2016 NewFronts encouraged me to increase my
budget for advertising on original digital programming
content in 2017
I asked my agency for more information about advertising
on original digital programming content (marketers)
Impact of 2016 Digital Content NewFronts on ODV Advertising
About half spent
more than planned
24. Video Ad Spend Study
April 2017
24
Q163b In which of these ways did the 2016 Digital Content NewFronts affect your advertising on original digital programming content?
Base: Respondents who Participated in 2016 Digital Content NewFronts
Attending the NewFronts Increases Original Digital Video Spend;
Digital Focused Buyers Committed More than Planned at the NewFronts,
TV Focused Buyers Spend More Throughout the Year
88%
51%
45%
45%
30%
29%
24%
Budget change/increase (Net)
I committed more than I had planned to
at the NewFronts
During the course of the year I spent
more than I had planned to due to the
NewFronts
Asked for More Information/Did research
(Net)
I did more research into original digital
programming content
The 2016 NewFronts encouraged me to
increase my budget for advertising on
original digital programming content in…
I asked my agency for more information
about advertising on original digital
programming content
87%
65%
55%
45%
29%
26%
10%
Budget change/increase (Net)
During the course of the year I spent
more than I had planned to due to the
NewFronts
I committed more than I had planned to
at the NewFronts
Asked for More Information/Did research
(Net)
I asked my agency for more information
about advertising on original digital
programming content
I did more research into original digital
programming content
The 2016 NewFronts encouraged me to
increase my budget for advertising on
original digital programming content in…
TV PrimaryDigital Primary
Impact of 2017 Digital Content NewFronts on ODV Advertising—by Buyer Type
25. Video Ad Spend Study
April 2017
25
Reasons for Allocating MORE at the
2017 Digital Content NewFronts
Q137b You anticipate allocating more on digital video advertising during the 2017 Digital Content NewFronts than you allocated as a result of the 2016 Digital
Content NewFronts. Would you explain why?
Base: Respondents who Anticipate Allocating More During the 2017 Digital Content NewFronts
Results
“We are receiving better conversions through this channel.”
(Marketer, VP+, Health & Beauty, Digital Primary)
“With the evolving market trends of today, more sales are generated
from digital advertising than in the past. That is what causes us to
increase our spending so that we keep a strong presence of market
share.”
(Agency, VP+, Financial Services, Digital Primary)
Reserve Content/Quality Content
“Digital is more important each year. So we need to get the best content locked.”
(Marketer VP+, Telecommunications, TV Primary)
“More quality content offerings expected.”
(Marketer, C-Level Telecommunications, TV Primary)
Maturation of Digital Video
“We feel digital video ads are the best way to attract new customers as digital avenues are the
future.”
(Agency, VP+, Retail, Digital Primary)
“Nowadays it is very important to be promoted through social networks therefore we
designates a higher percentage for this year.”
(Marketer, VP+, Telecommunications, Digital Primary)
“Now the growing number of mobile videos watched per day has significantly increased.
People's dependency on mobile videos made our revenue hike. Thus we have planned to
utilize it to expand our core model.”
(Agency, Director/Supervisor, Retail, Digital Primary)
26. Video Ad Spend Study
April 2017
Most Important Selection Criteria When Deciding Between Brands; Respondents Who Allocated Spending at the 2016
NewFronts
26
Q164a. Thinking about your digital video spending on original digital video with media brands/publishers that participate in the NewFronts, please select the most
important criteria you consider when deciding on which media brand(s)/publishers to advertise with.
Base: Total Respondents Who Allocated to Spending at the 2016 Digital Content NewFronts
Quality of Environment and Audience Reach Are the Most Important
Criteria When Choosing Between ODV Brands
44%
42%
39%
39%
37%
36%
34%
30%
30%
27%
25%
25%
24%
22%
Quality of environment
Effective audience reach
Attractive costs/CPMs
The quality of their programming
Relationship with the media brand/publisher
Audience insights/data analytics
Promotional plan around digital video offerings to expand their audience
Integrated multi-platform campaigns
Availability of programmatic buying
Program integrations—strong creative services
Long form digital video offerings
Short form digital video offerings
Large inventory of digital video offerings
Portfolio of assets including creative services/ client solutions
27. Video Ad Spend Study
April 2017
43%
43%
39%
39%
36%
35%
34%
32%
31%
26%
26%
24%
23%
20%
Quality of environment
Effective audience reach
Attractive costs/CPMs
The quality of their programming
Audience insights/data analytics
Promotional plan around digital video offerings to
expand their audience
Relationship with the media brand/publisher
Availability of programmatic buying
Integrated multi-platform campaigns
Program integrations—strong creative services
Long form digital video offerings
Short form digital video offerings
Large inventory of digital video offerings
Portfolio of assets incl. creative services/ client
solutions
27
In addition to Quality of Environment, Digital Primary Buyers Focus on Reach,
While TV Primary Buyers Lean More towards Established Relationships
Q164a. Thinking about your digital video spending on Original Digital Video with media brands/publishers that participate in the NewFronts, please select the
most important criteria you consider when deciding on which media brand(s)/publishers to advertise with..
Base: Total Respondents Who Allocated to Spending at the 2016 Digital Content NewFronts
Most Important Selection Criteria When Deciding Between NewFronts Publishers; Sorted by Total
50%
48%
42%
40%
38%
38%
34%
34%
32%
32%
30%
28%
24%
20%
Quality of environment
Relationship with the media brand/publisher
Effective audience reach
Audience insights/data analytics
Attractive costs/CPMs
The quality of their programming
Program integrations—strong creative services
Short form digital video offerings
Promotional plan around digital video offerings to
expand their audience
Portfolio of assets incl. creative services/ client
solutions
Integrated multi-platform campaigns
Large inventory of digital video offerings
Availability of programmatic buying
Long form digital video offerings
TV PrimaryDigital Primary
28. Video Ad Spend Study
April 2017
28
Q166. What do you view as the biggest obstacles to spending more on original digital video advertising (i.e. the type of video content presented at the
NewFronts)?
Base: Total Respondents
Quality of Content Is the Biggest Obstacle Preventing Increased
Spending on Original Digital Video Advertising
38%
33%
32%
32%
31%
30%
29%
28%
27%
24%
24%
22%
14%
12%
2%
Quality of Content
Price
Viewability
ROI vs. Other Media
Challenges around Audience Targeting and Reach
Consumer Ad Blocking
Audience and Campaign Measurement
Complexity of Executing a Buy
Scale
Video Ad Unit Lengths
Lack of Promotion of the Video Content to Audiences
Lack of Transparency in the Buying Process
Need More Education/Better Understanding of the Space
Client's Lack of Education/Understanding of the Space
No Obstacles
Biggest Obstacles to Spending More on ODV Advertising
29. Video Ad Spend Study
April 2017
29
Q166. What do you view as the biggest obstacles to spending more on original digital video advertising (i.e. the type of video content presented at the
NewFronts)?
Base: Total Respondents
Quality of Content Is a Greater Concern to TV Primary Buyers when
Spending on Original Digital Video
37%
34%
33%
33%
31%
30%
29%
27%
27%
23%
22%
22%
13%
13%
2%
Quality of Content
ROI vs. Other Media
Price
Challenges around Audience…
Viewability
Consumer Ad Blocking
Audience and Campaign Measurement
Complexity of Executing a Buy
Scale
Lack of Transparency in the Buying…
Video Ad Unit Lengths
Lack of Promotion of the Video…
Client's Lack of Education/…
Need More Education/ Better…
No Obstacles
47%
35%
35%
35%
33%
33%
31%
27%
24%
24%
24%
22%
18%
6%
0%
Quality of Content
Viewability
Consumer Ad Blocking
Video Ad Unit Lengths
Price
Lack of Promotion of the Video…
Complexity of Executing a Buy
Audience and Campaign Measurement
Challenges around Audience Targeting…
Scale
Need More Education/ Better…
ROI vs. Other Media
Lack of Transparency in the Buying…
Client's Lack of Education/…
No Obstacles
TV PrimaryDigital Primary
Biggest Obstacles to Spending More on ODV Advertising—By Buyer Type; Sorted by Total
30. Video Ad Spend Study
April 2017
30
Q166. What do you view as the biggest obstacles to spending more on original digital video advertising (i.e. the type of video content presented at the
NewFronts)?
Base: Total Respondents
Biggest Obstacles to Spending More on ODV Advertising Vary By
Market Sector
Auto Viewability (43%)
Health/
Beauty
Complexity of Executing a Buy (44%) Retail Quality of Content (47%)
Financial
Services
Price (34%)
Total Quality of Content (38%)
Food/
Beverage
ROI vs. Other Media (35%) Telecom Audience and Campaign Measurement (49%)
Household
Goods
Quality of Content (36%)
Challenges around Audience Targeting and Reach (36%)
31. Video Ad Spend Study
April 2017
31
Q165. To what extent do you agree with each of these statements about original digital video advertising?
Base: Total Respondents
3 in 4 Advertisers Agree that Original Digital Video Advertising Reaches an
Audience that Can’t Be Reached on TV and Will Become as Important as TV
Programming
Percent of Respondents Total Agency Marketer
Agree
Completely
Completely/
Somewhat
Agree
Agree
Completely
Completely/
Somewhat
Agree
Agree
Completely
Completely/
Somewhat
Agree
Advertising that appears in original digital video reaches an audience
that can’t be reached on TV
30% 75% 31% 75% 30% 75%
Original digital video programming will become as important as original
TV programming within the next three years
28% 75% 31% 77% 26% 73%
Advertising that appears in original digital video is more engaging than
TV commercials
29% 71% 29% 76% 29% 66%
Ads that appear in original digital video are more effective than ads in
other digital video content
29% 68% 29% 71% 28% 66%
Original digital video advertising is less likely to be blocked 25% 63% 27% 64% 24% 63%
Sorted by Agree Somewhat/Completely
Agencies Are More
Likely Than Marketers
to Feel ODV
Advertising is More
Engaging Than TV
Commercials
33. Video Ad Spend Study
April 2017
42% 41%
47%
Digital
Primary
TV
PrimaryTotal
33
Q164 What percent of the ad dollars you spent in 2016 on professionally produced original digital video programming/content was spent on native advertising?
Base: Total Respondents
42% of Original Digital Video Advertising Dollars Goes to
Native Advertising
+55
Share of Original Digital Video Ad Dollars Allocated to Native Advertising
34. Video Ad Spend Study
April 2017
34
Q164 What percent of the ad dollars you spent in 2016 on professionally produced original digital video programming/content was spent on native advertising?
Base: Total Respondents
Automotive and Telecom Sectors Allocate About Half of their Original
Digital Video Ad Dollars to Native Advertising
42%
52%
47%
44%
40%
31% 32%
49%
Total Automotive Health and
Beauty
Food and
Beverage
Household
Goods
Financial
Services
Retail Telecom
2016 Average Percent Share of ODV Ad Dollars Allocated to Native Advertising—by Market Sector
35. Video Ad Spend Study
April 2017
35
Q164b Did you spend more/same/less of your professionally produced original digital video programming/content budget on
native advertising in 2016 than in 2015?
Base: Total Respondents
YOY More than Half Increased their Original Digital Video Advertising
Allocation to Native
Spent More on Native
Advertising
Agency: 63%
Marketer: 50%
+55
Change in Original Digital Video Ad Dollars Allocated to Native Advertising Since 2015
56%
55%
62%
43%
44%
38%
1%
2%
0%
Total
Digital Primary
TV Primary
More Same Less
37. Video Ad Spend Study
April 2017
32% 33%
31%
34% 35% 34%
38% 38% 38%
Total Agency Marketer
37
More than 1/3 of Advertisers’ 2017 Budget Will Be Spent on
Cross Platform (TV + Digital Video) Buys
Q180a What share of your advertising budget was spent on cross-platform buys (TV and digital video from the same programmer/TV network) in 2015? In 2016?
And what share do you anticipate spending in 2017?
Base: Total Respondents
Average Percent Share of Ad Budgets Spent on Cross-Platform—3 Year Trend
= % Change in Share Spent
on Cross Platform 2015 – 2017
+19%
Increase
2015-2017
+15%
Increase
2015-2017
+23%
Increase
2015-2017
2015 2016 2017 2015 2016 2017 2015 2016 2017
38. Video Ad Spend Study
April 2017
38
Q180c. You said in 2017 you anticipate spending [FILL IN % FROM Q180a_3]% of your advertising budget on cross-platform buys. Thinking about dollars (as
opposed to share of budget) you anticipate spending in 2017, would this be an increase, the same amount, or a decrease compared to dollars spent on cross-
platform in 2016?
Base: : Total Respondents Who Anticipate Spending More on Cross-Platform Buys
Cross-Platform Spending Will Continue to Grow in 2017,
Driven by Agencies
+58
59%
67%
53%
40%
33%
46%
1%
0%
1%
Total
Agency
Marketer
Increase Maintain Decrease
Change in YOY Spending on Cross-Platform—2017 vs. 2016
58%
67%
52%
Net Optimism
(Increase Minus
Decrease)
39. Video Ad Spend Study
April 2017
Video Advertising Trends
40. Video Ad Spend Study
April 2017
40
1 in 2 Purchased Vertical Video Ads in 2016
Q189 Have you bought ads in vertical video in 2016?
Base: Total Respondents
Yes
51%
No
49%
41. Video Ad Spend Study
April 2017
41
More than 3 in 4 Intend to Buy Either Virtual Reality, 360 Video or
Augmented Reality Advertising in the next 12 months
Q185 In the next 12 months do you plan to buy advertising in any of the following formats?
Base: Total Respondents
Q186 How will you buy Augmented Reality, Virtual Reality, 360 Video advertising formats?
Base: Total Respondents Who Intend to Buy Any Listed Formats
51%
46%
39%
23%
Virtual Reality
360 Video
Augmented Reality
None of the above
Intend to Purchase
Augmented Reality
Agency: 32%
Marketer: 46%
Purchase Individually
TV Primary: 64%
Digital Primary: 44%
Tie-In with Something Else
TV Primary: 36%
Digital Primary: 55%
Individual
deal
47%
Tie-in with
something
else
52%
Other
1%
Method of Buying These FormatsAdvertising Formats Intend to Buy Next 12 Months
42. Video Ad Spend Study
April 2017
42
Advertisers Anticipate Placing Original Digital Video Ads in their
Augmented Reality, Virtual Reality & 360 Video Buys; Funds Will
Come from Multiple Budget Sources
Q187 Which types of advertising will you buy in Augmented Reality, Virtual Reality, 360 Video?
Q188 Which budget will fund your Augmented Reality, Virtual Reality or 360 Video purchase?
Base: Total Respondents Who Intend to Buy Any Listed Formats
63%
57%
48%
48%
Original Digital Video Ads
Display ads
Sponsorships
Native ads
Budget Funding These BuysTypes of Advertising Most Likely To Purchase
57%
56%
47%
43%
Digital (not Video)
Video
Experimental
TV
43. Video Ad Spend Study
April 2017
43
Q184. To what extent do you agree with each of these statements about Virtual Reality and 360-degree video advertising?
Base: Total Respondents * Participated in 2016 Digital Content NewFronts
More Than 3 in 4 Agree the 2016 NewFronts Encouraged Advertisers
to Plan VR / 360 Degree Advertising
Percent of Respondents Total Agency Marketer
Agree
Completely
Completely/
Somewhat
Agree
Agree
Completely
Completely/
Somewhat
Agree
Agree
Completely
Completely/
Somewhat
Agree
The 2016 NewFronts encouraged me to investigate/actively plan ways to
incorporate VR or 360 degree video advertising into our ad platform line up
*
34% 77% 35% 77% 33% 77%
VR and 360 degree video advertising offer more engaging ad environments
than standard digital video
33% 71% 32% 69% 34% 73%
I believe consumers will be quick to adopt and immerse themselves into VR
and 360 degree video ad experience
29% 69% 30% 68% 28% 70%
Sorted by Agree Somewhat/Completely
Agree (Net) “consumers will
be quick to adopt and
immerse themselves into
VR and 360 degree video
ad experience”
TV Primary: 82%
Digital Primary: 67%
45. Video Ad Spend Study
April 2017
45
Spending Directly with Premium Video Sites Is Wide Spread among
Nearly All Market Sectors
Q175: Which of these digital video advertising options do you currently use?
Base: Total Respondents
Auto
1. Spend directly with premium video sites (61%)
2. Spend directly with any digital media brand(s)/
publishers that offer video advertising (48%)
Health/
Beauty
1. Spend directly with premium video sites (47%)
2. Buy a cross-platform “package” from a cable/satellite
provider (44%)
Retail
1. Spend directly with premium video sites (55%)
2. Buy through programmatic companies (53%)
Financial
Services
1. Use a digital video ad network (58%)
2. Spend directly with premium video sites (55%)
Total 1. Spend directly with premium video sites (51%)
2. Buy through programmatic companies (46%)
Food/
Beverage
1. Spend directly with native digital video providers (42%)
1. Buy digital through programmatic companies (42%)
1. Buy a “package” through TV networks that includes digital
ad opportunities (42%)
Telecom
1. Buy a “package” through TV networks that includes
digital ad opportunities (59%)
2. Spend directly with premium video sites (55%)
Household
Goods
1. Buy through programmatic companies (56%)
2. Spend directly with premium video sites (50%)
Percent of Buyers Who Use This Method to Buy Digital Video; Top 2 Methods by Market Sector
46. Video Ad Spend Study
April 2017
46
Share of Digital Video Ad Spend Bought Programmatically
Will Continue to Grow in 2017
Q131. What share of your company’s digital video/mobile video ad spending, if any, was bought via programmatic companies (i.e. DSPs, SSPs, RTB) in 2015
and 2016? What share do you anticipate allocating to programmatic in 2017?
Base: Total Respondents
Average Percent Share of Digital/Mobile Video Ad Spend Bought Programmatically—3 Year Trend
+45%
Increase
2015 -2017
+39%
Increase
2015 -2017
+52%
Increase
2015 -2017
= % Change in Share of Digital Video Advertising
Bought Programmatically 2015– 2017
Total Agency Marketer
47. Video Ad Spend Study
April 2017
47
Advertisers Use Multiple Data Sources to Optimize their Digital Video
Buys, Primarily Demographic and Behavioral Data
Q142a Which of the following data sources do you frequently use to optimize your digital video buys?
Base: Total Respondents
70%
65%
58%
10%
Demographic data
Behavioral data
My [company's/client's] sales data, credit card
data, etc.
Do not frequently use data to optimize digital
video buys
Use Demographic Data
TV Primary: 49%
Digital Primary: 73%
Sources Used to Optimize Digital Video Buys
48. Video Ad Spend Study
April 2017
48
Confidence in 3rd Party Data Accuracy Is High
Q142b How confident are you in the accuracy of the 3rd party data you use to optimize your digital video buys?
Base: Total Respondents Who Use Demographic/Behavioral Data
33%
34%
32%
50%
50%
49%
83%
84%
81%
Total
Agency
Marketer
Completely Confident Somewhat Confident
Confidence in 3rd Party Data Accuracy
49. Video Ad Spend Study
April 2017
49
8 in 10 Agree that an Independent Measurement Audit Influences
their Decision to Work with a Media Brand
Q142 How much do you agree with the following statement?
Base: Total Respondents
28%
34%
23%
53%
50%
56%
81%
84%
79%
Total
Agency
Marketer
Agree Completely Agree Somewhat
Agreement with Following Statement:
Knowing that a media company has undergone an independent measurement
audit (i.e. MRC accreditation) influences my decision to work with them
50. Video Ad Spend Study
April 2017
Questions:
Kristina Sruoginis
IAB Research Director
Kristina@IAB.com
Randy Cohen
Randy.Cohen@AdvertiserPerceptions.com
Erin Firneno
Erin. Firneno@AdvertiserPerceptions.com
51. Video Ad Spend Study
April 2017
51
When Selecting an ODV Publisher, Agencies Focus on Quality of
Environment, while Marketers Consider Reach Most Important
Q164a. Thinking about your digital video spending on Original Digital Video with media brands/publishers that participate in the NewFronts, please select the
most important criteria you consider when deciding on which media brand(s)/publishers to advertise with..
Base: Total Respondents Who Allocated to Spending at the 2016 Digital Content NewFronts
49%
41%
41%
39%
39%
36%
34%
34%
29%
27%
27%
23%
23%
23%
Quality of environment
Effective audience reach
Attractive costs/CPMs
Relationship with the media brand/publisher
Audience insights/data analytics
The quality of their programming
Promotional plan around digital video offerings to
expand their audience
Availability of programmatic buying
Integrated multi-platform campaigns
Program integrations—strong creative services
Long form digital video offerings
Short form digital video offerings
Large inventory of digital video offerings
Portfolio of assets incl. creative services/ client
solutions
Most Important Selection Criteria When Deciding Between NewFronts Publishers; Sorted by Total
43%
41%
41%
37%
35%
35%
35%
32%
28%
27%
27%
25%
24%
22%
Effective audience reach
Quality of environment
The quality of their programming
Attractive costs/CPMs
Relationship with the media brand/publisher
Promotional plan around digital video offerings to
expand their audience
Audience insights/data analytics
Integrated multi-platform campaigns
Availability of programmatic buying
Program integrations—strong creative services
Short form digital video offerings
Large inventory of digital video offerings
Long form digital video offerings
Portfolio of assets incl. creative services/ client
solutions
MarketerAgency
52. Video Ad Spend Study
April 2017
52
40% of Advertisers’ Original Digital Video Budget Will be Allocated at
the NewFronts
36%
39%
34%
37%
39%
35%
40% 40% 40%
Total Agency Marketer
= % Change in Original Digital
Video Spending Allocated as a
Result of the NewFronts 2015- 2017 +11%
Increase
2015-2017
+3%
Increase
2015-2017
+18%
Increase
2015-2017
2015 2016 2017 2015 2016 2017 2015 2016 2017
Average Percent of Original Digital Video Dollars Tied to NewFronts—3 Year Trend
Q155a/b//c What share of the dollars for advertising spending on professionally produced original digital video programming/content was committed as a result of the
Digital Content NewFronts two years ago (Spring 2015)? A year ago (Spring 2016)? What share do you anticipate allocating to each this year (Spring 2017)?
Base: Total Respondents