AustraliaState of the Video Industry

2013

Who took the survey?

Agency/trading desk

50%Publisher/ad network

50%

DSP/SSP6%

Advertiser10%

Video advertising is poised for growth.

Change in video ad spend.

Increased

89%

Same Decreased

7%4%

31%+

average increase

Where is the money coming from?

Online display

Print

FTA TV

Pay TV

Incremental spend

Outdoor

Search

Direct reach

11%

44%

44%

38%

25%

6%

5%

5%

11%

Barriers to growth.

Scale/availability of premium inventory

Training/education of staff

Lack of reportingand measurement

Lack of targeting

Lack of creative standards

45%36%

23%

22%

19%15%

9%

13%

4%

15%

Publisher/ad network

Agency/trading desk

Inventory and yield.

Change in video ad inventory.

Increased

89%

Same Decreased

8%3%

31%+

average increase

Change in CPMs.

Increased

62%

Same Decreased

18 21%

16%+

average increase

Buying and planning.

Agencies: Who’s in charge?

Digital group

38%

54%

29%

11%

6%

Cross platform group

Other

TV group

Scarcity.

Is inventory scarce?

Yes No

45%

57%55%

43%

Publisher/ad network

Agency/trading desk

What type of inventory is most scarce?

Australianinventory

Long-formcontent

38%

50%50%

35%Publisher/ad network

Agency/trading desk

Short-form content

12%15%

Is locking-up inventory 6-12 months in advance important?

Extremely20%

Not at all20%

Somewhat20%

Moderately23%

Slightly17%

Extremely9%

Not at all23% Somewhat

15%

Moderately30%

Slightly23%

Publisher/ad network Agency/trading desk

Looking ahead.

Areas of Consensus Overall market growth Mobile as a major driver Further alignment

with TV More measurement & ROI

reporting demands

Areas of Debate Fragmentation vs

consolidation Increase vs decrease in

programmatic buying Long vs short form Niche vs high reach

opportunities

How the future of video will play out.

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