state of the industry presented by adap.tv
DESCRIPTION
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.TRANSCRIPT
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