AdMonsters and Adap.tv released the ‘2013 European Digital Video Outlook‘. The report covers the ‘State of the UK Online Video Advertising Industry’. Research points to advertisers’ evolving perception of online advertising and highlights the challenges. 86% of UK advertising agencies purchased digital video inventory in 2012, with 62% listing brand awareness as a primary goal.
The complete report is available to download here and key findings are as follows:
What is driving the increase in online video ad spend?
Primary goals of online video advertising for media agencies:
- 62% say brand awareness
- 23% want to extend their TV reach
- 15% list direct response
- 63% of agencies say the increased spend on digital video advertising comes from digital display. 29% say it is from traditional TV budgets.
- 79% of agencies believe online video advertising should complement TV advertising, rather than replace it.
What is preventing some advertisers moving budget online?
- 50% of agencies say lack of quality inventory is the biggest barrier to TV budgets moving online.
- About 43% of agencies say they do not have the tools to enable truly unified planning and measurement of TV and video campaigns.
Buyers are adopting new trading models
- On average, 48% of advertiser video budgets were devoted to RTB channels.
- However 72% of the publishers surveyed do not offer video on an RTB basis.
- Nearly 22% of publishers and 29% of agencies surveyed were not familiar with the term ‘programmatic’.
- 10% of publishers surveyed currently run a private video ad marketplace, with an additional 43% believing that a private marketplace would adequately address their concerns about public marketplaces (which focused on lower inventory prices and lack of control over buyers).
- 30% of those who aren’t currently running a private video ad marketplace intend to do so within the next 12 months
The research was commissioned by Adap.tv and conducted by AdMonsters in November and December 2012. 159 ad operations leaders representing some of the top publishers and agencies in the UK and Europe responded to the survey.