ADOTAS – Video advertising platform and marketplace provider Adap.tv released its Video State of the Industry Report a few days ago, which revealed an increasing interest among buyers in bringing online video and television closer to each other in their ad campaigns, and more of a demand for common metrics to measure the effectiveness of a campaign across multiple screens. In its study, which received responses from 638 agencies, brands, publishers, and networks and DSPs, 49 percent of respondents said online video advertising should be more closely aligned with TV, compared to 40 percent saying it should be more aligned with display — perhaps a surprising result, considering online video is often considered a subset of display advertising. Among buyers, 23 percent said they expected to increase video ad spend in 2012 — 62 percent said they viewed online video as a direct complement to TV, up from 56 percent in 2011, and 10 percent saw it as a direct replacement to TV. When it comes to the importance of having unified metrics across TV and online video, 13 percent said it was the most important thing, 51 percent said it was very important, and 28 percent said it was somewhat important. There’s been a shift of sorts in attitudes around metrics: 54 percent cited brand lift as the best metric for measuring success, up from 18 percent in 2011; and for the first time, GRP and TRP were seen as meaningful, with 16 and 13 percent of respondents, respectively, calling them the best metrics. In 2011, GRP and TRP were each seen as the best metric by about 1 percent of respondents. Connected TV seems to be on the rise, too: 28 percent of advertisers and 26 percent of publishers said they were already spending in or supporting connected TV, and 38 percent of buyers said they were planning on moving into connected TV in the next 12 months.
According to Adap.tv president Toby Gabriner, the increasing tendency to consider online video and TV advertising in the same breath is significant, and it indeed presents challenges of cross-channel planning and measurement (which he said his company was “working on some unique products” to address). “The common currency is really essential,” he said, “but it depends on which side you’re coming from. We have a slightly different view, and I think the marketplace is coming around to it — TV’s been really smart. It’s got clear measurement. The digital people might not love it, but at least it’s agreed upon.”
Gabriner said that while poring over the results of the study, the Adap.tv crew was impressed by the interest in connected TV, but, he said, “I think the big ‘ah-ha’ that came out of this was the emergence of programmatic buying,” with 36 percent of advertisers saying they were already working in real-time bidding environments. This is something he’s seen with Adap.tv’s marketplace and platform, he said. “We’re seeing enormous demand for our private marketplace property in, I’d say, the last two quarters,” he explained, while the public marketplace has “an abundance of suppliers and an abundance of buyers,” an environment in which “there’s a lot of control — as granular as having to allow any ad that appears and making themselves invisible” to certain buyers, “to saying, ‘This is a trusted buyer; I’ll run anything this buyer offers.'”
In a programmatic environment, Gabriner said, “sellers may be worried that somehow they’d lose touch with the buy side,” but he said human sales teams and technology that enables real-time transactions can be part of a unified package. “Our view is that they are symbiotic,” he said. “It’s about creating a more efficient method of transacting. It doesn’t mean you can’t have that relationship. It’s not the same as commoditization.” A sales team, he said, still is able to understand ad inventory and context better than software can.
The full report can be downloaded from Adap.tv’s blog, where you can also follow along while watching a video of Gabriner explaining the stats at the Digiday Upfront Conference. If an infographic is more your speed, Adap.tv has supplied one of those, too, which you can view below: