Analysis for 'Programmatic'
Research: Majority of Ad Buyers Expect Programmatic Will Account for Over Half of TV Ads in 3-5 YearsThursday, April 20, 2017, 10:50 AM ET|
Videology has released new research showing strong enthusiasm for data-enabled TV ads among agencies and advertisers. According to a study conducted by Advertiser Perceptions for Videology, 64% of respondents believe that within 3-5 years, more than half of total TV buying will be programmatic or “advanced TV.” For buyers already using advanced TV, 57% are planning to increase their budgets this year.
The survey defined programmatic as high-indexing linear TV that uses advanced data to define a strategic consumer target (“data-enabled TV”) and TV advertising delivered at the household level (“addressable TV”).
Friday, December 4, 2015, 10:36 AM ET|
I'm pleased to present the 301st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
First up on this week’s podcast, I share some of the key highlights from this past Tuesday’s SHIFT // 2015 Programmatic Video & TV Ad Summit. Perhaps the biggest takeaway is the diversity of perspectives on what programmatic means in video and TV. Most definitions focus on automation and data, but understanding which business model applies makes things fuzzier. I’ll have a lot more on SHIFT as I post the session videos in the coming weeks.
Next we discuss Digitalsmiths’ new Q3 2015 Video Trends Report which was released this week. Colin zeroes in on a couple of noteworthy data points: the soaring adoption of over-the-air antennas plus how these complement SVOD subscriptions and the wide variation of SVOD subscription rates by pay-TV operator. Colin has much more detail in his analysis of the report here.
Listen now to learn more!
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Wednesday, October 21, 2015, 10:48 AM ET|
AOL has released its 2015 U.S. State of the Video Industry report, finding, among other things, that 91% of media buyers surveyed said they’re now buying some of their online video ads programmatically, up from 53% in 2012. AOL found that 68% of advertisers have either brought programmatic video buying in-house or plan to next year. They’re doing so primarily to achieve greater buying efficiencies and because they’re skeptical of their agencies’ programmatic expertise.
Wednesday, October 14, 2015, 11:28 AM ET|
According to eMarketer’s latest forecast, by 2017, programmatic will account for 65%, or $7.43 billion, of total online video ad spending of $11.4 billion.
eMarketer has also increased it forecast of programmatic’s share of online video spending in 2015 and 2016. For 2015, eMarketer is now estimating 39%, or $2.91 billion, of online video advertising will be done programmatically (vs. the prior forecast of 28% or $2.18 billion). For 2016, eMarketer is now estimating 56%, or $5.37 billion, of online video advertising will be done programmatically (vs. the prior forecast of 40% or $3.84 billion).
Monday, August 17, 2015, 9:01 AM ET|
Vdopia’s “Chocolate” programmatic mobile video marketplace, which launched last October, has experienced a 172% increase in ad spend from Q1 ’15 to Q2 ’15. Vdopia said that Chocolate served 12 billion mobile video ad auctions per month in Q2, a 110% increase vs. Q1. Chocolate had a 97% increase from Q1 to Q2 in mobile web ad auctions and a 195% increase in mobile in-app ad auctions.
Thursday, June 4, 2015, 11:17 AM ET|
A new survey from Unruly reveals that 70% of U.S. advertisers have shifted a portion of their TV ad budgets to programmatic online video ads in the past 12 months (see graph below). In addition, 75% of U.S. advertisers said that programmatic will account for a share of their overall online video ad budget.
The data is based on a survey of 1,000 senior advertiser and agency executives, 500 each in the U.S. and U.K. from March, 2015. It is one of the strongest endorsements yet for the adoption of programmatic video advertising.
Thursday, February 19, 2015, 10:33 AM ET|
BrightRoll has released findings from its 3rd annual U.S. ad agency survey, including among other things, that agencies believe targeting is by far the most valuable benefit of online video advertising. Cited by 56% of respondents, targeting alone exceeded all other benefits combined: reach (20%), price relative to TV (8%), other (8%), ad unit format (7%) and ability to reuse creative (2%).
Monday, September 15, 2014, 10:25 AM ET|
In another sign of programmatic video advertising's rising popularity among brand advertisers, Adap.tv's newly released 2014 State of the Video Industry report has found that 60% of brands' video ad spending is now allocated to programmatic channels. That compares with 44% for ad networks and 38% for agencies and trading desks.
However, when it comes to premium video, brands said just 23% of ad spending was done programmatically, reflecting how important publisher direct sales remains for the most coveted ad inventory. In fact, 51% of publishers said they're making premium ad inventory available for sale programmatically, up just slightly from 49% in 2013. Still, private marketplaces continue to gain, with 32% of publishers running one in 2014, up from 20% in 2013.
Video Research Around the Web
- As streaming surges globally, Roku is falling behind abroad Protocol
- World-Wide Streaming Subscriptions Pass One Billion During Pandemic WSJ
- Cable Now Controls Nearly 70% of U.S. Fixed Broadband After Biggest Year Since 2008 Next TV
- Cord Cutting’s Worst Year Ever: Analyst B&C
- Disney Plus Will Surpass Netflix in Customers by 2026, Research Company Says Next TV
- Tubi Says Streaming Rose 58% In 2020, With Half Of Viewers Younger Than 35 Deadline
- U.S. SVOD Revenue Spiked 39% in Q3 to $5.5 Billion Next TV
- What Are Consumers Willing To Pay For Ad-Free TV Content? Mediapost