DES: State of the Industry by Adap.tv: Online Video and Programmatic Buying
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The digital marketing industry increased its online video budgets by 27 percent last year and is projected to increase budgets again this year by 20 percent, according to new research by Adap.tv. Donnie Williams, chief digital officer at Horizon Media will join Adap.tv CEO Amir Ashkenazi to discuss these findings, the future of video online and how programmatic buying is fueling its growth. Presenters: Amir Ashkenazi, Founder and CEO @Amirtime Curt Hecht, global CRO, Weather Channel @curthecht Donnie Williams, CDO, Horizon Media @HorizonMediaInc
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DES: State of the Industry by Adap.tv: Online Video and Programmatic Buying
- 1. State of the Video Industry
- 2. Over 700 11% 6% 11% Professionals surveyed from across the digital media industry Brands 19% Agency Trading Desk Publisher Ad Network 2% 51% DSP
- 3. TV & Video
- 4. WHICH OF THE FOLLOWING SHOULD VIDEO BE MORE ALIGNED WITH? Q1 „12 Q4 „12 TV Display Neither 49% 40% 11% 54% 37% 9% 67% Direct Complement to TV
- 5. AGENCIES PLANNING TV AND ONLINE VIDEO TOGETHER Q1 „12 Q4 „12 Current 48% Within 12 Months 25% Current 58% Within 12 Months 20%
- 6. AGENCIES AND TRADING DESKS: ARE TV AND VIDEO PLANNING TOO SILOED? More than half answered “YES” 27% 27% 30% 11% 5% Strongly Agree Agree Neither Disagree Strongly Disagree
- 7. TV/ VIDEO OPTIMIZATION 17% If you had access to unified reporting, would you optimize between TV and digital? Yes No 83%
- 8. Programmatic
- 9. HOW ARE ADVERTISERS BUYING VIDEO? 2011 2012 TV Upfront 44% 19% Trading Desks 19% DSPs 11% 36% Exchanges 11% 32% Ad Networks 61% 81% Direct from Publishers 78% 52%
- 10. WHAT'S YOUR BIGGEST CONCERN ABOUT PUBLIC MARKETPLACES Lack of control over buyers 32% It conflicts with my direct sales channel 58% Risk of data leakage 10% Downward pressure on CPMs 54% I don't have any concerns 5%
- 11. PERCENT OF PUBLISHERS RUNNING PRIVATE AD MARKETPLACES Q1 „12 Q4 „12 8% + 20%
- 12. PUBLISHERS WITH AN AVERAGE MONTHLY FILL-RATE OF 50% OR MORE 2011 2012 21% 70%
- 13. Viewability
- 14. STANDARDIZATION OF VIEWABILITY BRANDS AGENCIES 70% Current 21% Within 12 Months Current 55% Within 12 Months 34%
- 16. GUARANTEED AUDIENCES BRANDS AGENCIES Current 41% Within 12 Months 27% 54% Current 32% Within 12 Months
- 17. 2013 Acceptance Increase in from INDUSTRY Greater collaboration Standardization of brand broadcast mobileclients verifiedplatforms PREDICTIONS betweenviewability and digital teams
Notes de l'éditeur
- Despite Hurricane Sandy bearing down on the East Coast last month, this survey was our biggest to date. We saw a 10% increase in total respondents that topped just over 700.
- The gap between those who believe display is more closely aligned with online video and that it’s more aligned with TV continues to widen. Given that Digiday’s constituency of media and marketing professionals are predominantly “digital” in their outlook, it is all the more striking that more than two thirds of respondents (67 percent) saying that they see video as a direct compliment to TV display, an 8 percent increase over Q1. Less than 10 percent of respondents say they don’t know where online video fits in their cross-platform planning.
- When we look at how agencies are planning, we can see that the so-called “TV-video ad wars” are quickly becoming a distant memory.Among agencies, the growth in combined TV/video planning over the same half-year period is striking. In Q1, 48% of them were beginning to plan TV and video together with another 25% thinking about it. Now six months later, almost one fifth more buyers are doing it, and nearly 80 percent of all ad buyers will be doing so by this time next year. What was emerging then is becoming the norm.
- So how does all this collaborative planning occur? From the survey, it seems not as seamless as buyers want. More than half of agencies and trading desks admit that TV and digital video planning remains too siloed within their organizations. Among this group, 83 percent said that the digital group remains in charge of all digital video ad buying. But a surprising number of our publisher respondents – 43 percent – say they’ve dealt directly with TV buyers, however, making clear that, at the senior level at least, video publishers are reaching across the aisle in large numbers. (need to add a call-out here for the 43%)
- Next – transition to programmatic
- A year ago, we didn’t ask advertisers whether they patronized trading desks to purchase video advertising – the practice was too sparse. But even the 19 percent rise of trading desk business in just one year doesn’t compare with the dramatic shifts away from publisher-direct buying and largely publisher-controlled Upfronts into Exchanges and DSPs.
- From what we could see, publishers are still very concerned about exchanges, citing sales channel conflict and downward pressure on CPMs as the main reasons. Very reasonable concerns given the history of programmatic buying in the display world. But are they valid when it comes to video? Let’s take a look.
- Earlier this year, many publishers considered private marketplaces as an alternative to opening their inventory to RTB. Over the course of the last six months, there was a 20 percent increase in publishers running private marketplaces, coupled with a 17 percent drop in those planning to construct such marketplaces within the next year, meaning that this time next year, the number of leading digital publishers running a private marketplace could approach 50 percent.
- For the majority of publishers (80 percent), fill-rates are up an average of 19 percent from last year. But what’s even more impressive is that last year only 21 percent of publisher respondents were able to fill 50 percent or more of their video inventory. This year, the scales have tipped – the majority of publishers (70 percent) told us they have fill-rates of 50 percent or more.Transition – discussion on viewability
- Transition – guaranteed audiences
- We asked buyers, are you using 3rd party services like OCR and vCE to guarantee audiences?