the Study

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What Advertisers Think™
The More You Know
The Stronger Your Brand
The More You’ll Sell™
Digital Content NewFronts:
Video Ad Spend Study
April 2014
2014 Custom Study | P. 1
Today’s Discussion
What do advertisers think of the Digital
Content NewFronts?
Insights and Perceptions
 The Digital Content NewFronts Impact on
Original Digital Video Ad Spending
 Original Digital Video Advertising Spending Trends
 Digital Video Advertising Spending Trends
Action Items for Strengthening the Impact of
the Digital Content NewFronts
2014 Custom Study | P. 2
Methodology, Profile and Ad Categories
Method
• All interviews conducted online
• Incentives include cash and sweepstakes entry
• Timeframe: April 1st – 16th, 2014
Sample: Marketer & Agency contacts from The Advertiser Perceptions
Media Decision Maker Database, and third-party databases as needed.
Profile of 297 Respondents
Overall
Agency
57%
Marketer
43%
Senior (VP+) Job Title
49%
Mid (Director) Job Title
30%
Junior Job Title
21%
Solid Understanding of Digital
Content NewFronts
78%
Modest Understanding of Digital
Content NewFronts
12%
Don’t Know the Digital Content
NewFronts
10%
Qualification:
• Involved in Digital Video or TV Advertising Decision-Making
• $1M+ Total Annual Ad Spend
Directional Data: Some findings in the presentation could reflect data
with low bases.
Note: Throughout the survey Original Digital Video Content refers to
programming (not advertising) that is professionally produced specifically
for digital/online consumption.
Represents Leading U.S. Advertisers
by Ad Category and Media Type
• Automotive and Related
• Men's or Women’s Apparel/Fashion
• Baby, Child or Parenthood
• Consumer Electronics
• Men's or Women’s Toiletries &
Cosmetics
• Consumer Packaged Goods
• Pharmaceuticals & Remedies
• Energy
• Quick Service Restaurants
• Entertainment
• Retail
• Financial Products/Services
(Including Insurance and Real
Estate)
• Technology (Computer, Hardware,
Software or Services)
• Home & Appliance
• Liquor, Beer and Wine
• Telecommunications
• Travel
2014 Custom Study | P. 3
Key Highlights
Digital Video Spending and Trends
•
Digital video demonstrates continuing strong growth. Advertisers plan to spend more on digital
video advertising in 2014 than they did in 2012, the first year of the NewFronts.
•
The increase in digital video advertising will be funded by shifting money away from TV particularly away from broadcast and cable.
•
Agencies, in particular, are enthusiastic about the potential growth in digital video ad spending.
Original Digital Video Content Spending and Trends
•
Over the past 3 years, Advertisers have slowly increased the % of their digital video budget
dedicated to original digital programming.
•
Within 5 years Advertisers agree that original digital programming will become as important as
TV programming.
•
Research demonstrating original digital video content’s effectiveness at increasing sales and
impacting branding will encourage more advertising. Having digital metrics that are consistent
with TV will also spur growth.
Digital Content NewFronts: Awareness and Impact
•
Nearly all Advertisers, 9 in 10, are aware of the Digital Content NewFronts.
•
The 2014 Digital Content NewFronts will be widely attended, with 8 in 10 Advertisers, who are
familiar with the NewFronts, planning to attend.
•
These Advertisers anticipate allocating over one-third of their digital video advertising dollars as
a Result of the 9 day event.
•
This year’s Digital Content NewFronts will capture 40% of advertisers’ original digital video
budgets.
•
The Digital Content NewFronts impacts ad budgets all year long. Nearly half of Advertisers say
it impacts their original digital video spending at the event, over the course of the year, and
when planning next year’s budget.
2014 Custom Study | P. 4
Knowledge of the Digital Content NewFronts Among Total Universe*
The Digital Content NewFronts is well known throughout the ad community. About 9 in 10 Advertisers say they have some level
of familiarity with the NewFronts. Over one in two have a solid understanding of the NewFronts.
Percent of Respondents
Total
Agency
11%
Marketer
9%
12%
31%
33%
34%
54%
56%
Solid Understanding
60%
Modest Understanding
Don't Know the Digital Content NewFronts
S35a: Which of these best describes your knowledge of the Digital Content NewFronts?
*Base: Total Universe (411) [Agency (249) Marketer (162)], including those who screened out at this question.
2014 Custom Study | P. 5
Digital Video Advertising Spending Plans & Trends
• Comparison of Digital Video and TV
Ad Spending
• Digital Video Budget Allocations by
Channel
• Digital Video Advertising Optimism
• TV Advertising Optimism
• How Advertisers Will Fund Their
Increase In Digital Video Advertising
• Average Digital Video Budget
2014 Custom Study | P. 6
Comparison of Spending Allocated to Digital Video and TV — Three Year Trend
Digital video allocations are increasing compared with TV spending. Advertisers predict a 17% increase in their digital video
allocations in 2014 over 2012.
Total Respondents
Average Percent TV/Digital Video Budget Allocated to Each
58%
% Change in
Digital Video
Allocation
2012-2014
+ 17%
54%
51%
TV
Digital Video
42%
46%
49%
2012
2013
2014
Q110. Imagine that the TV and digital video advertising budget for [your company’s/your client’s] biggest or most important product or service is a pie and each of these types of advertising
is a slice. What share of spending was allocated to each in 2012 and 2013? What share do you anticipate allocating to each slice in 2014?
Base: Respondents Involved in Both Digital Video and TV (229)
2014 Custom Study | P. 7
Comparison of Spending Allocated to Digital Video and TV — Three Year Trend
Over the past 3 years, Agencies recorded a + 17% change in digital video spending compared to TV. Marketers also recorded a double digit
% change - up 14% - in digital video allocations.
Average Percent TV/Digital Video Budget Allocated to Each
% Change in
Digital Video
Allocation
2012-2014
+17%
Agency
58%
54%
51%
42%
46%
49%
2012
2013
2014
Digital Video
TV
% Change in
Digital Video
Allocation
2012-2014
+14%
Marketer
57%
53%
51%
43%
47%
49%
2012
2013
2014
Digital Video
TV
Q110. Imagine that the TV and digital video advertising budget for [your company’s/your client’s] biggest or most important product or service is a pie and each of these types of advertising
is a slice. What share of spending was allocated to each in 2012 and 2013? What share do you anticipate allocating to each slice in 2014?
Base: Respondents Involved in Both Digital Video and TV Agency (128) Marketer (101)
2014 Custom Study | P. 8
Digital Video Budget Allocations By Channel—Three Year Trend
TV Digital Sites, Video Ad Networks, Social and Video Sites received the largest video budget allocations in 2014. Marketers are planning to
spend more than Agencies on Portals and Social. Agencies are projecting to spend more on Video Ad Networks.
Social Budgeting (2014)
Agency 12%
Marketer 15%
Average Percent Allocated to Each
Video Ad Network Budgeting (2014)
Agency 16%
Marketer 10%
2012
16%
2013
Portals Budgeting (2014)
Agency 10%
Marketer 13%
2014
15% 15%
13% 13%
12%
13%
12% 12%
13% 13%
12% 12%
12%
11%
12% 12%
11% 11% 11%
11%
10%
9%
TV Digital
Sites
Video Ad
Networks
Social
Portals
Ad Networks
Video Sites
Publishers
9%
Exchanges
Q115. Imagine that the digital video advertising budget for [your company’s/your client’s] biggest or most important product or service is a pie and each of these types of digital video
advertising is a slice. What share of spending was allocated to each slice in 2012 and 2013? What share do you anticipate allocating to each slice in 2014?
Base: Respondents Involved in Digital Video (280) Agency (155 ) Marketer (125)
2014 Custom Study | P. 9
Digital Video Advertising Optimism
Overall there is high optimism for digital video advertising. Agencies are particularly enthusiastic with 7 out of 10 expecting their digital video
advertising to increase.
Percent of Respondents
Total
65%
34%
1%
64%
67%
Agency
70%
Marketer
59%
30%
40%
0%
70%
1%
58%
Ad Spending,
Next 12 Months
Increase
Maintain
Decrease
Net Optimism
(Increase Minus
Decrease)
Percent saying spending will
increase, maintain, decrease
Q125: In the next 12 months, would you expect the amount of [your company’s/your clients’] spend on the following types of advertising to increase, stay the same or decrease?
Base: Respondents Involved in Digital Video (280) Agency (155) Marketer (125)
2014 Custom Study | P. 10
TV Advertising Optimism
Optimism for TV ad spending is markedly lower. About half expect their TV spending to stay the same.
Percent of Respondents
Total
39%
Agency
41%
Marketer
47%
47%
37%
48%
14%
25%
12%
29%
25%
15%
22%
Ad Spending,
Next 12 Months
Increase
Maintain
Decrease
Net Optimism
(Increase Minus
Decrease)
Percent saying spending will
increase, maintain, decrease
Q125: In the next 12 months, would you expect the amount of [your company’s/your clients’] spend on the following types of advertising to increase, stay the same or decrease?
Base: Respondents Involved in TV (246) Agency (141) Marketer (105)
2014 Custom Study | P. 11
If Digital Video Spending Will Increase Where Funding Will Come From
Over 2 out of 3 Advertisers say they will shift funds away from their TV budgets to increase their digital video advertising—particularly away
from Broadcast and Cable TV. About half say that an overall expansion in ad budgets will fund their digital video spending increase.
Percent of Respondents Who Say Funding Will Increase
Cable TV
TV (net)
Total 67%
Agency 68%
Marketer 66%
Total 43%
Agency 44%
Marketer 42%
Broadcast TV
Total 45%
Agency 45%
Marketer 43%
Non-Video
Digital Ads
Digital Video
Spending
$$$$
Total 32%
Agency 36%
Marketer 26%
Non-Digital/
Non-TV Ads
Interactive TV
Total 27%
Agency 28%
Marketer 27%
Overall
Expansion of Ad
Budgets
Total 33%
Agency 33%
Marketer 32%
Total 48%
Agency 47%
Marketer 49%
Q130a. You mentioned that your spending on digital video advertising will increase in 2014 compared to 2013. Where will the funding come from for the increasing digital video advertising
spend?
Base: Respondents Whose Digital Video Advertising Will Increase in 2014 (182) Agency (108) Marketer (74)
2014 Custom Study | P. 12
Digital Content NewFronts: Impact on Digital Video Advertising
• Digital Content NewFronts Attendance
• Digital Video Allocations as a Result of the
Digital Content New Fronts
• In Their Own Words: Reasons Advertisers
Will Increase Their Spending At This
Year’s Digital Content NewFronts
2014 Custom Study | P. 13
Digital Content NewFronts Attendance—Three Year Trend
Eighty percent of Advertisers who are aware of the Digital Content NewFronts plan to attend in 2014—an increase of 145% percent over its
inaugural year.
Percent of Respondents
82%
81%
81%
73%
68%
64%
33%
33%
32%
9%
2012
2013
2014
Never
9%
2012
2013
Total
2014
Agency
Never
9%
2012
2013
2014
Never
Marketer
S35b Which Digital Content NewFronts have you attended/do you plan to attend?
Base: Respondents who Know Digital Content NewFronts (267) Agency (153) Marketer (114)
2014 Custom Study | P. 14
Percent of Digital Video Advertising Allocated as a Result of the Digital Content
NewFronts — Three Year Trend
Marketers and Agencies anticipate allocating over one-third of their digital video advertising dollars as a result of the 2014 Digital Content
NewFronts. The percent that they allocate as a result of the Digital Content NewFronts has steadily increased over the years.
Average Percent
% Change in Digital Video Spending
Allocated as a Result of the NewFronts
2012 – 2014
Total 19%
Total Agency 22%
Marketer 19%
39%
38%
32%
2012
34%
2013
Total
32%
2014
2012
35%
34%
2013
Agency
38%
32%
2014
2012
2013
2014
Marketer
Q135a/b//c What share of your digital video advertising dollars was allocated as a result of the Digital Content NewFronts two years ago (Spring 2012), last year (Spring 2013), this year
(Spring 2014)
Base: Respondents who know Digital Content NewFronts and Involved in Digital Video (252) Agency (141) Marketer (111)
2014 Custom Study | P. 15
Reasons Plan to Allocate MORE as a Result of the 2014 Digital Content NewFronts
Lock-In Rates/Greater Value
“After testing, we realized this is the best usage of spending for digital video. Secures spots.”—Agency
“Because more partners are becoming involved and it may be a necessity to get the schedules and pricing desired.” –Agency
“…client is convinced medium works and is willing to commit upfront.” –Agency
“Our clients are becoming more comfortable with original digital video as part of our video buy so they want to lock into lower rates upfront.” –Agency
“I think we can do a better job of utilizing it to make our ad budgets more efficient.” –Agency
“We plan on meeting with certain providers and finalizing new contracts there.”—Marketer
“The continual explosion of digital video as a compelling medium increases. The Digital Content NewFronts are seen as a way to lock-in early, at great rates providing the best value versus going to usual routes.”—Agency
“It performed well for us in the past and we received a lot of value from partners.”—Agency
Digital Video Programming Offers Greater Growth/Has More to Offer
“(There’s been a…) better explanation of offerings and progress in metrics in the digital world.”—Agency
“Heavier focus to online versus broadcast video.”—Agency
“More exciting partnerships upcoming in 2014 and it's proving to be the best place for brands to interact with consumers based on high numbers of consumers are
flocking to digital video.”—Agency
“We are focusing less on television advertising.”—Marketer
“I feel that this is developing as a primary way to allocate our valuable advertising dollars…”—Marketer
“Online pure plays making better content and better demo targeting.”—Agency
“We think it will lead to more sales and profits.”—Marketer
“The budget of the 2013 Digital Content NewFronts gave our company more customers and brought more profits than other ad formats. So our company decided
to increase the budget of the 2014 Digital Content NewFronts.”—Marketer
“We are getting a better understanding on how to use the format to our advantage.”—Marketer
“Increasing effectiveness of Digital Video Advertising. Clients becoming more convinced by Digital Video Advertising, so funds made available especially for
event. Excitement over new organizations that will be attending this year.”--Agency
Q137b You anticipate allocate more during the 2014 Digital Content NewFronts than you allocated as a result of the 2013 Digital Content NewFronts. Would you explain why?
Base: Respondents who Anticipate Allocating More During the 2014 Digital Content NewFronts
2014 Custom Study | P. 16
Original Digital Video Content Advertising Spending Plans & Trends
• Comparison of Ad Spending on
Original Digital Video Content
and Other Digital Video Content
• How Advertisers Will Fund Their
Increase In Original Digital Video
Content Advertising
• Original Digital Video Content:
Attitudes and Perceptions
2014 Custom Study | P. 17
Percent of Digital Video Advertising Spent on Original Digital Video Content and
Other Digital Video Content - Three Year Trend
In 2014 Advertiser’s digital video budgets will be almost evenly split between original digital video content and other digital video content.
Total Respondents
Average Percent of Digital Video Budget Allocated to Each
56%
53%
52%
44%
47%
48%
2012
2013
2014
Original Digital Video Content
Other Digital Video Content
Q145 What portion of your total digital video advertising budget was spent advertising on each type of content in 2012 and 2013? And what do you anticipate those share will be in
2014?
Base: Respondents Involved in Digital Video and TV Agency (280)
2014 Custom Study | P. 18
Percent of Digital Video Advertising Spent on Original Digital Video Content and
Other Digital Video Content - Three Year Trend
Agencies have steadily increased the share of their original digital video content advertising—yet more than half of their digital video budget
is still allocated to other digital video content. For the past 2 years, Marketer’s digital video allocations have been evenly split between
original digital video content and other digital video content.
Average Percent
Agency
Marketer
58%
55%
54%
53%
50%
50%
42%
45%
46%
47%
50%
50%
2012
2013
2014
2012
2013
2014
Original Digital Video Content
Other Digital Video Content
Original Digital Video Content
Other Digital Video Content
Q145 What portion of your total digital video advertising budget was spent advertising on each type of content in 2012 and 2013? And what do you anticipate those share will be in
2014?
Base: Respondents Involved in Digital Video and TV Agency (155 ) Marketer (125)
2014 Custom Study | P. 19
If Original Digital Video Spending Will Increase Where Funding Will Come From
Overall, Advertisers plan to shift funds away from their TV budgets to increase their original digital video spend, primarily from Broadcast TV.
Marketers are more likely to say that an overall expansion of their ad budgets will fund their increased spending on original digital video.
Percent of Respondents Who Say Funding Will Increase
Cable TV
TV (net)
Total 63%
Agency* 68%
Marketer* 55%
Total 32%
Agency* 40%
Marketer* 19%
Broadcast TV
Total 49%
Agency* 53%
Marketer* 42%
Non-Video
Digital Ads
Original
Digital Video
Spending
$$$$
Total 29%
Agency* 32%
Marketer* 26%
Non-Digital/
Non-TV Ads
Interactive TV
Total 23%
Agency* 30%
Marketer* 13%
Overall
Expansion of Ad
Budgets
Total 41%
Agency* 36%
Marketer* 48%
Total 22%
Agency* 21%
Marketer* 23%
Q150 You mentioned that your advertising spending on professionally produced original digital video programming/content will increase in 2014 compared to 2013. Where will the funding
come from for the increasing original digital video programming content advertising spend?
Base: Respondents Whose Original Digital Video Advertising Will Increase in 2014 (78) Agency (47) Marketer (31)
*Caution: Small Base
2014 Custom Study | P. 20
Agreement with Statements Regarding Original Digital Video Content
Overall, 3 in 4 agree that original digital video will become as important as original TV programming within 5 years. Research demonstrating
original digital video content’s effectiveness at increasing sales and impacting branding will encourage more advertising. Having digital metrics
that are consistent with TV will also spur growth.
Percent Rating 4 to 5 on a 5-Point Scale (Ranked by 5 Rating)
Top Box Notable Differences:
Original digital video programming will begin to
become as important as original TV
programming in the coming 3 - 5 years.
I'd more likely advertise on original digital video
if there were research that proved that it works
as well/better than TV at generating sales.
33%
30%
Original digital video programming is
compelling.
28%
Original digital video programming will begin to
become as important as original TV but it will
take more than 5 years.
28%
I would spend more advertising on original
digital video if there were more consistency in
ad formats across sites so I could buy scale.
27%
I'd be more likely to advertise on original digital
video if there were research that proved that it
works as well/better than TV ads at branding.
26%
Digital metrics that are consistent with TV
would increase the amount of dollars allocated
to advertising on original digital video…
26%
I would spend more advertising on original
digital video programming if I could buy it more
like TV advertising (i.e. GRPs and TRPs).
21%
TV media buyers/planners are a roadblock in
our increased spending on advertising on
original digital video programming.
20%
49%
79%
46%
Agency 33%
Marketer 26%
74%
37%
65%
43%
70%
52%
78%
48%
74%
46%
35%
Agree Completely
Agency 36%
Marketer 29%
75%
42%
67%
Agency 26%
Marketer 16%
55%
Somewhat Agree
Q165. To what extent do you agree with each of these statements about original digital video programming/content?
Base: Total Respondents (297) Agency (168) Marketer (129)
2014 Custom Study | P. 21
Digital Content NewFronts:
Impact on Original Digital Content Advertising
• Original Digital Video Allocations Due to
the Digital Content NewFronts
• In Their Own Words: The Impact of the
2013 Digital Content NewFronts on their
Original Digital Content Advertising
• How the Digital Content NewFronts
Affected their Original Digital Content
Advertising
2014 Custom Study | P. 22
Percent of Original Digital Video Content Advertising Allocated Due to the
Digital Content NewFronts - Three Year Trend
Each year the % committed to original digital content advertising as a result of the Digital Content NewFronts grows. This year
Agencies and Marketers estimate allocating ~40% of their original digital video spending due to the Digital Content NewFronts.
% Change in Original Digital Video
Spending Allocated Due to NewFronts
2012 - 2014
Total 25%
Agency 26%
Marketer 21%
Average Percent
41%
40%
39%
38%
36%
34%
32%
2012
34%
31%
2013
Total
2014
2012
2013
Agency
2014
2012
2013
2014
Marketer
Q155a/b//c What share of the dollars for advertising spending on professionally produced digital video programming/content was committed as a result of the Digital Content NewFronts
two years ago (Spring 2012)? A Year Ago (Spring 2013) and this year (Spring 2014)?
Base: Respondents Aware of Digital Content NewFronts and Involved in Digital Video (252) Agency (141) Marketer (111)
2014 Custom Study | P. 23
2013 Digital Content NewFronts: In Their Own Words
Budget Increase/Change in Spending
“More comfort with new/original content offerings than years past – increased our belief that certain shows are worth committing ad dollars in advance”—Marketer
“It made me more aware of the shifting to online content versus cable or traditional TV. It also allowed me to find ways to brand the company with lower cost video
content that reaches the customers we want.”—Agency
“Positive results from 2013 increased our clients’ spending in 2014.”—Agency
“I was influenced by the in-person presentations and demonstrations to secure additional advertising and to leverage the buys with public relations
strategies.”—Marketer
“Opened up budget reallocation conversations”—Agency
“It gave us better pricing and more confidence to move more dollars into this.”—Agency
“We are likely to shift more budget away from television and into digital video over the course of the next year.”—Marketer
“Helped increase budget for this, mainly due to 2 things: Able to arrange a few key meetings during that time that revealed attractive information that was not
revealed through other channels. Able to come away with some compelling comparative metrics that helped clients commit funds.”—Agency
Increased Sales/Profits/Efficiency
“It definitely increased our sales by 15%”—Agency
“(The NewFronts)…helped to increase efficiency and value ad opportunities.”—Agency
“The convention helped us to realize the value being placed on the original digital programming content, and just how much a profit margin we will get should we
decide to emphasize this aspect of our business. So, we set about trying to ensure that our department would focus more on this type of content than we did in
2012. And, lo and behold, this worked out well for us in a profitable manner, as we grossed more than we did in 2012, and this helped us tremendously in our
work.”—Marketer
Better Understanding of Original Digital Content Trends
“Thousands of people who attended the second annual Digital Content NewFronts witnessed great new original video content, learned from marketing best
practices, and heard headline-grabbing announcements about partnerships that will change the course of the digital medium. The powerful series of presentations
proved that digital video is the right place for brands to engage with consumers because consumers are engaging with digital video.”—Agency
“Better understanding of industry trends and vendor capabilities.”—Marketer
“It gave us new ideas and encouraged us to advertise on new platforms with new providers.”—Agency
“Saw that suppliers are making a stake in investment of content and production value.”—Agency
“Provides me with innovative solutions that give me a competitive edge.”—Marketer
Q163a: How did the 2013 Digital Content NewFronts affect your advertising on original digital programming content?
2014 Custom Study | P. 24
2013 Digital Content NewFronts: Effect on Original Digital Content Advertising
9 in 10 Advertisers said that their participation in the 2013 Digital Content NewFronts resulted in more spending on original digital
content in 2013 and/or motivated them to increase their 2014 budgets.
Percent of Respondents
90%
Budget change/increase (Net)
97%
83%
I committed more than I had planned to at
the NewFronts.
During the course of the year I spent more
than I had planned to due to the NewFronts.
The 2013 NewFronts encouraged me to
increase my budget for advertising on
original digital programming content in 2014.
Asked for more information/did research
(Net)
I did more research into original digital
programming content.
I asked my agency for more information
about advertising on original digital
programming content.
45%
49%
40%
47%
48%
47%
57%
63%
Total
Agency
50%
Marketer
64%
55%
74%
57%
55%
59%
60%
Q163b In which of these ways did the 2013 Digital Content NewFronts affect your advertising on original digital programming content?
Base: Respondents who Participated in 2013 Digital Content NewFronts (125) Agency (67) Marketer (58)
2014 Custom Study | P. 25
Trends
• Importance of Multi Platform
Solutions
• How Digital Video Advertising Is
Currently Purchased
• Adoption of Cross Platform Buys
2014 Custom Study | P. 26
Importance of Multi-Platform Solutions That Include TV and Digital Video Under One
Media Buy
Overall about eight in ten advertisers say that a multi-platform solution including TV and digital video under one buy is important.
Percent of Respondents
82%
Extremely/Very important
85%
79%
35%
Extremely important
39%
30%
47%
Very Important
46%
49%
17%
Neither Important nor
Unimportant
15%
Total
Agency
Marketer
19%
1%
Not at All/Not Very
important
1%
2%
Q170 With the above statement in mind, how important is it that the media brands/ad networks/DSPs that you work with offer a multi-platform solution that includes both traditional TV and
digital video under one media buy?
Base: Total Respondents (297) Agency (168) Marketer (129 )
2014 Custom Study | P. 27
Usage of Digital Video Advertising Options
Agencies use a variety of digital video advertising options but they typically spend directly with premium video sites or use a digital ad
network. Marketers favor spending directly with premium video sites over other methods.
Percent of Respondents
77%
80%
73%
Spend Directly (Net)
62%
Spend directly with premium video sites
54%
Spend directly with any digital media
brand(s) that offer video advertising
68%
48%
50%
46%
Use Ad Network (Net)
65%
Use a digital video ad network
Use a traditional digital ad network
55%
46%
50%
54%
46%
Buy a cross-platform “package” from a
cable/satellite provider
63%
Total
Agency
66%
66%
66%
Buy Package (Net)
Buy a “package” through TV networks
that include digital ad opportunities
71%
76%
Marketer
52%
54%
49%
45%
45%
46%
Q175 Which of these digital video advertising options do you currently use?
Base: Respondents Involved in Digital Video (280) Agency (155) Marketer (125)
2014 Custom Study | P. 28
Share of Advertising Spent on TV plus Online Video Cross Platform Buys
- Three Year Trend
Advertisers have increased their share of spending on cross platform buys over the past 3 years. About one third of their 2014 advertising
budget will be spent on TV and online video cross platform buys—up from a quarter of their budget in 2012.
% Change in Share Spent on Cross
Platform
2012 - 2014
Total 35%
Agency 32%
Marketer 42%
Average Percent
37%
35%
33%
32%
30%
28%
26%
26%
25%
2012
2013
Total
2014
2012
2013
Agency
2014
2012
2013
2014
Marketer
Q180a What share of your advertising budget was spent on cross-platform buys (TV and online video from the same programmer/TV network) in 2012? In 2013? And what share do you
anticipate spending in 2014?
Base: Total Respondents (297) Agency (168) Marketer (129)
2014 Custom Study | P. 29
Change in Dollars Spent On Cross-Platform Buys - 2013 vs. 2012
Overall advertisers adopted cross platform buys at a high rate in 2013. Agencies in particular increased their dollar spending on cross
platform buys over 2012.
Percent of Respondents
56%
Total
43%
60%
Agency
Marketer
50%
38%
50%
1%
55%
2%
58%
0%
50%
Cross Platform
Spending
Increase
Maintain
Decrease
Net Cross Platform Adoption
(Increase Minus Decrease)
Percent saying spending will
increase, maintain, decrease
Q180b/c You said in 2013 you spent [FILL IN % FROM Q180a_2]% of your advertising budget on cross-platform buys. Thinking about dollars (as opposed to share of budget) spent in
2013, was this an increase, the same amount, or a decrease compared to dollars spent on cross-platform in 2012?
Base: Total Respondents (297) Agency (168) Marketer (129)
2014 Custom Study | P. 30
Change in Dollars Spent On Cross-Platform Buys - 2014 vs. 2013
Cross platform dollar spending will continue to rise in 2014. 6 out of 10 Agencies predict they will increase their cross platform dollar
spending in 2014. Half of all Marketers will increase their spending on cross platform buys.
Percent of Respondents
Total
56%
42%
60%
Agency
Marketer
52%
39%
47%
2%
54%
1%
58%
1%
51%
Cross Platform
Spending
Increase
Maintain
Decrease
Net Cross Platform Adoption
(Increase Minus Decrease)
Percent saying spending will
increase, maintain, decrease
Q180c Thinking about dollars (as opposed to share of budget) you anticipate spending in 2014, would this be an increase, the same amount, or a decrease compared to dollars spent on
cross-platform in 2013?
Base: Total Respondents (297) Agency (168) Marketer (129)
2014 Custom Study | P. 31
Contacts:
Randy Cohen
[email protected]
Tedd Speck
[email protected]
Erin Firneno
[email protected]ptionsGroup.com
What Advertisers Think™
The More You Know
The Stronger Your Brand
The More You’ll Sell™
Sherrill Mane
[email protected]
Kristina Sruoginis
[email protected]
2014 Custom Study | P. 32
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