Download - State of the Industry presented by Adap.tv
Highest number of respondents ever…908.
11%11%
Agency/trading desk
43%
Video content publisher
25%
Brand/advertiser
19%
Ad network/DSP/SSP
14%
Who took the survey?
Anticipated video spending increases in 2014.
Yes No
14%9%
86%91%
Agencies
Brands
Online display
Broadcast
Direct response
No other category
3%26%
21%
31%
3%3%
16%
10%
16%23%
2013
2010
11%
26%3%
42%
3%
Cable
Search
OOH
3%
Agencies + brands: Which budgets will most likely be tapped to fund video advertising?
No other category
TV Broadcast
Display
Cable
2013
2012
33%
31%
19%
10%
30%
6%
5%
3%
Direct response
Search
OOH
26%
19%
29%
13%
32%
0%
3%
3%
Brands up close—budget shifts into video 2012–2013?
Brands: how do you buy video ad inventory?
From an ad network
Direct from a publisher
From an exchange
From a DSP
Agency trading desk
75%
68%
21%
18%
28%
61%
78%
11%
0% *Not asked
11%
2013
2011
Programmatic morethan doubles in 2 years.
Agencies: How do you buy video ad inventory?
From an ad network
Direct from a publisher
From an exchange
From a DSP
Agency trading desk
85%
86%
36%
22%
34%
82%
73%
19%
0% *Not asked
19%
2013
2011
Programmatic patronagenearly doubles, but publisher relationships have strengthened!
In your experience, is premium inventory available via programmatic
environments? Yes
I have no experience with programmatic buying.
No
We don’t buypremium inventory.
48%
13%
8%
31%
44%
32%
0% *Not asked
24%
Agency Brand
Publishers: Do you make your most valuable video inventory available for sale via programmatic environments?
No
66%
Yes
34%
Do you delineate between Weband mobile inventory?
Yes No Do not buy mobile.
59%
41%
69%
15% 16%Sellers Buyers
Do you delineate between smartphoneand tablet inventory?
Yes No Do not buy mobile.
39%
61%
53%
35%
12%Sellers Buyers
70%
30%
65%
35%
No Yes
73%
27%
81%
19%
Do existing measurementstandards satisfy your needfor audience guarantees?
No Yes
Agencies Brands
Publishers: Do existing measurement standards satisfy
your need for audience guarantees?
All respondents Broadcasters
