State of the Industry presented by Adap.tv
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Adap.tv will present the findings of our State of the Industry survey, drawing on the most influential leaders in digital advertising to offer their assessment of agency efficiency and their evolving role in the creative process.
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State of the Industry presented by Adap.tv
- 1. Highest number of respondents ever…908. Who took the survey? Ad network/ DSP/SSP 14% Agency/trading desk Brand/advertiser 43% 19% 11% Video content publisher 25%
- 2. Anticipated video spending increases in 2014. 91% 86% 14% Agencies 9% Brands Yes No
- 3. Agencies + brands: Which budgets will most likely be tapped to fund video advertising? Online display 3% 26% 21% Broadcast Print Direct response 31% 16% 23% 3% 3% 16% No other category Cable Search OOH 10% 11% 3% 26% 3% 2013 42% 3% 2010
- 4. Brands up close—budget shifts into video 2012–2013? 33% No other category 26% 31% TV Broadcast 19% 30% 32% Display 19% Print 29% 10% 13% Cable Direct response Search OOH 6% 3% 5% 0% 2013 3% 3% 2012
- 5. Brands: how do you buy video ad inventory? 75% From an ad network 61% 68% Direct from a publisher From an exchange From a DSP Agency trading desk 78% 28% Programmatic more than doubles in 2 years. 11 % 21% 11% 18% 0% *Not asked 2013 2011
- 6. Agencies: How do you buy video ad inventory? 85% 82% From an ad network 86% Direct from a publisher From an exchange From a DSP Agency trading desk 73% 34% 19% 36% Programmatic patronage nearly doubles, but publisher relationships have strengthened! 19% 22% 0% *Not asked 2013 2011
- 7. In your experience, is premium inventory available via programmatic environments? 48% Yes 44% I have no experience with programmatic buying. No We don’t buy premium inventory. 31% 24% 13% 32% 8% 0% *Not asked Agency Brand
- 8. Publishers: Do you make your most valuable video inventory available for sale via programmatic environments? 66% 34% No Yes
- 9. Do you delineate between Web and mobile inventory? 69% 59% 41% 15% Yes No 16% Sellers Do not buy mobile. Buyers
- 10. Do you delineate between smartphone and tablet inventory? 61% 53% 39% 35% 12% Sellers Yes No Do not buy mobile. Buyers
- 11. Do existing measurement standards satisfy your need for audience guarantees? Publishers: Do existing measurement standards satisfy your need for audience guarantees? 81% 70% 73% 65% 30% 35% 27% 19% No Agencies Yes Brands No All respondents Yes Broadcasters
Notas del editor
- Speaking notes - The large majority of publishers saw strong growth in inventory over the past 12 months as people consumed more video and became increasingly comfortable watching long-form video, particularly on PC and tablet devices.