2H 2012 State of the Industry Report

11%

51%2%

19%

11%6%

BrandsAgencyTrading DeskPublisherAd NetworkDSP

Over 700 Professionals surveyed

from across the digital media industry

SPENDING INCREASE FROM 2011

34%

Direct Response 9%

Cable 23%

Search 111%

Print 36%

Display 33%

OOH 7%

Incremental 10%

27%

13%

30%

5%

4%

2%

37%

22%

Broadcast TV

BUDGET REDUCTION REQUIRED TO FUND VIDEO SPEND:2011 2012

WHICH OF THE FOLLOWING SHOULD VIDEO BE MORE ALIGNED WITH?

TV

Q1 ‘12 Q4 ‘12

54%49%

37%

Display

40%9%11%

Neither

Direct Complement to TV67%

AGENCIES PLANNING TV AND ONLINE VIDEO TOGETHER

48%Current

Q1 ‘12 Q4 ‘12

58%Current

25%Within 12 Months

20%Within 12 Months

AGENCIES AND TRADING DESKS: ARE TV AND VIDEO PLANNING TOO SILOED?

27%27% 30%

Strongly Agree Agree Neither Disagree

Strongly Disagree

More than half answered “YES”

11% 5%

TV/ VIDEO OPTIMIZATION

83%

17%

YesNo

If you had access to unified reporting, would

you optimize between TV and digital?

GUARANTEED AUDIENCES

41%Current

BRANDS AGENCIES

54%Current

27%Within 12 Months

32%Within 12 Months

HOW ARE ADVERTISERS BUYING VIDEO?

2011 2012

Ad Networks

Trading Desks

Direct from Publishers

DSPs

Exchanges

TV Upfront

32%

19%

81%

19%

52%

36%

44%

11%

11%

61%

78%

PROGRAMMATIC BUYING HAS TRIPLED

2011

DSPs

2012

Exchanges

11%

36%

32%

11%

WHAT DO YOU THINK WHEN YOU HEAR THE TERM PROGRAMMATIC?

BUYERS SELLERS

RTB

Spot Buying

Audience Buying

Remnant Buying

20%

16%

43%

3%28%

11%

41%

21%

WHO’S USING RTB?

Q1 ‘12 Q4 ‘12

Ad Networks

Brands

Publishers

Agencies

Trading Desks

36%

36%48%

52%

100%50%

50%

17%47%

33%

HOW DO YOU SELL VIDEO?

Q1 ‘12 Q4 ‘12

Trading Desks

Ad Network

TV Upfronts

Exchanges

DSPs

Sales Team

3%

85%

9%

47%

18%

15%

51%

33%

21%

21%

33%

65%

HOW DO YOU SELL VIDEO?

Q1 ‘12 Q4 ‘12

Trading Desks

DSPs

9%

21%

21%

3%

15%

36%Exchanges

WHAT'S YOUR BIGGEST CONCERN ABOUT PUBLIC MARKETPLACES

32%Lack of control over buyers

It conflicts with my direct sales channel

Risk of data leakage

Downward pressure on CPMs

I don't have any concerns

58%

10%

54%

5%

PERCENT OF PUBLISHERS RUNNING PRIVATE AD MARKETPLACES

8%

Q1 ‘12 Q4 ‘12

+ 20%

AVAILABLEINVENTORY IS UP

FROM 2011

CPMS ARE UPAN AVERAGE OF

FROM 2011

PUBLISHERS WITH AN AVERAGE MONTHLY FILL-RATE OF 50% OR MORE

21%70%

2011 2012

STANDARDIZATION OF VIEWABILITY

70%Current

BRANDS AGENCIES

55%Current

21%Within 12 Months

34%Within 12 Months

Acceptance from brand clients

INDUSTRYPREDICTIONS

2013

Standardization of verified viewability

INDUSTRYPREDICTIONS

2013

Increase in mobile platforms

INDUSTRYPREDICTIONS

2013

INDUSTRYPREDICTIONS

2013Greater collaboration between broadcast and digital teams

Download the full report athttp://blog.adap.tv/