State of the Video Industry
11%
51%2%
19%
11%6%
BrandsAgencyTrading DeskPublisherAd NetworkDSP
Over 700 Professionals surveyed
from across the digital media industry
TV & Video
WHICH OF THE FOLLOWING SHOULD VIDEO BE MORE ALIGNED WITH?
TV
Q1 ‘12 Q4 ‘12
54%49%
37%
Display
40%9%11%
Neither
Direct Complement to TV67%
AGENCIES PLANNING TV AND ONLINE VIDEO TOGETHER
48%Current
Q1 ‘12 Q4 ‘12
58%Current
25%Within 12 Months
20%Within 12 Months
AGENCIES AND TRADING DESKS: ARE TV AND VIDEO PLANNING TOO SILOED?
27%27% 30%
Strongly Agree Agree Neither Disagree
Strongly Disagree
More than half answered “YES”
11% 5%
TV/ VIDEO OPTIMIZATION
83%
17%
Yes
No
If you had access to unified reporting,
would you optimize between TV and
digital?
Programmatic
HOW ARE ADVERTISERS BUYING VIDEO?
2011 2012
Ad Networks
Trading Desks
Direct from Publishers
DSPs
Exchanges
TV Upfront
32%
19%
81%
19%
52%
36%
44%
11%
11%
61%
78%
WHAT'S YOUR BIGGEST CONCERN ABOUT PUBLIC MARKETPLACES
32%Lack of control over buyers
It conflicts with my direct sales
channel
Risk of data leakage
Downward pressure on CPMs
I don't have any concerns
58%
10%
54%
5%
PERCENT OF PUBLISHERS RUNNING PRIVATE AD MARKETPLACES
8%
Q1 ‘12 Q4 ‘12
+ 20%
PUBLISHERS WITH AN AVERAGE MONTHLY FILL-RATE OF 50% OR MORE
21%70%
2011 2012
Viewability
STANDARDIZATION OF VIEWABILITY
70%Current
BRANDS AGENCIES
55%Current
21%Within 12 Months
34%Within 12 Months
Guaranteed Audiences
GUARANTEED AUDIENCES
41%Current
BRANDS AGENCIES
54%Current
27%Within 12 Months
32%Within 12 Months
INDUSTRYPREDICTIONS
2013Greater collaboration between broadcast and digital teams
Increase in mobile platformsStandardization of verified viewabilityAcceptance from brand clients