Adap.tv Video Ad Report: 70% of Agencies are Buying Mobile, and Programmatic Doubles

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ADOTAS — Adap.tv released its semi-annual “State of the Video Industry” report for the US market today, with stats based on responses from 900+ media/marketing pros. The 5 main takeaways are:

  • Brands say growing video ad spend is pulling from TV broadcast dollars; display jumps into the target zone as well.
  • Programmatic, or automated, video ad buying, defined as buying from exchanges and DSPs, has roughly doubled since we last asked about it in 2011.
  • 60 percent of both brands and agencies plan to apply programmatic buying to their cross-screen planning and buying – including both mobile and linear TV – in the next year.
  • Mobile video continues to explode: 7 out of 10 agency buyers said they’re buying mobile video today; 43 percent of brands are buying mobile video.
  • Measurement continues to be an obstacle for both buyers and sellers, but there are differences among the constituents as to why.

To view the full report, click here.

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