Adap.tv soi q1 2013 slides_final
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Transcript of Adap.tv soi q1 2013 slides_final
Q1 2013 State of the Industry Report
12%
50%
23%
15%
Brand / Adver-tiser
Agency/ Trading Desk
Video Content Publisher / SSP
Buy-side In-termediary
More than 750 Professionals surveyed from across the digital media industry.
Video Ad Spending By Brand Category
11%10% 10%
9%8% 8%
7% 7% 7%6% 6%
5%
3% 3%
1%
12%11%
7%8%
6% 6%
4%
2%
Buyers 2012
Buyers 2013
Video Buyers vs. Non-Buyers Relatively Stable
74%
70%
78%
73%
Buyers Purchasing Video Advertising
2010
2011
2012
2013
Largest Jump in Ad Spend
76%
64%
87%89%
Video Content Producers Supported by Advertising
2010
2011
2012
2013
Growth in Ad-Supported Video Fairly Constant
Buyers Whose Video Spending Did Increase Doubled Down
% Who said "Increased" of those Who Bought
Video
Average Increase % Who Shifted Budget from TV to Fund In-
crease
Average TV Budget Shifted to Digital
96%
20%27%
72%
53%
39%
11%
Buyers 2012
Buyers 2013
% of who shifted from TV
budgets to fund it
TV
2012 2013
54%49%
35%
Display
40%11%11%
Neither
Direct Complement to TV67%
Which of the Following Should Video Be More Aligned With?
How Buyers View Online Video
As a Direct Complement to
TV
As a Replacement for
TV
Neither33%
11%
56%
28%
10%
65%
25%
9%
67%
201320122011
53% of publishers see it as a complement
20% see it as a replacement
How are advertisers buying video?
2011 2012 2013
Trading Desks
Exchanges
TV Upfront
DSPs
Ad Networks
Direct from Publishers78%
52%93%
61%81%
75%
11%36%
32%
44%19%
31%
11%32%
30%
19%25%
Brands: Do you do your own programmatic buying?
66%
34%
YesNo
More control over my brand
More control over pricing (Better negotiated rates)
Better targeting of audience
Faster
Do you currently purchase any premium inventory from private marketplaces?
47%Current
43%Current
Within 12 Months 30%
36%Within 12 Months
Agencies
Advertisers
8%
24%In just one year, there has
been a 300% growth in private video ad marketplaces!
2012 2013
Publishers:Are you currently running a private video ad marketplace?
Has the introduction of audience guarantees been a good thing or a bad thing for the digital advertising industry?
28%
10%
62%
25%
3%
73%
39%
26%
34%
Don't Know
Bad Thing
Good Thing
Publisher
Agency
Advertiser
Are you using third-party validation to guarantee audiences, such as Nielsen OCR or comScore Campaign Essentials?
9% Less Publishers are offering third
party validation then last year.
Agency
Advertiser2013
201241%
52%
54%
48%
What has been the greatest impact of audience guarantees?
23%
40%
32%
5%
35% 35%
24%
7%
Being able tounderstand adspend waste
The ability to measure theefficiency of publishers
and data providers
The ability tocompare onlinevideo with TV
Impact on pricing
Agency
Advertiser
Do you buy or sell video at the Digital Newfronts?
Buyers
Sellers
14%
25%
15%
31%
2012 2013
74% of buyers do not think online
video inventory is scarce
Advertisers Who Buy Mobile Video
% of Buyers
36%2013
2012
2011
48%
32%36%
Video Publishers Who Sell Mobile Video
% of Video Publishers
38%36%
26%
2013
2012
2011