State of the Video Industry

11%

51%2%

19%

11%6%

BrandsAgencyTrading DeskPublisherAd NetworkDSP

Over 700 Professionals surveyed

from across the digital media industry

TV & Video

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%

Yes

No

If you had access to unified reporting,

would you optimize between TV and

digital?

Programmatic

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%

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%

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

21%70%

2011 2012

Viewability

STANDARDIZATION OF VIEWABILITY

70%Current

BRANDS AGENCIES

55%Current

21%Within 12 Months

34%Within 12 Months

Guaranteed Audiences

GUARANTEED AUDIENCES

41%Current

BRANDS AGENCIES

54%Current

27%Within 12 Months

32%Within 12 Months

INDUSTRYPREDICTIONS

2013Greater collaboration between broadcast and digital teams

Increase in mobile platformsStandardization of verified viewabilityAcceptance from brand clients