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Adap.tv and IAB Australia took a look at the massive growth happening in online video within the Australia continent, aggregating survey data from more than 160 media and marketing professionals in the region.
Citation preview
AustraliaState of the Video Industry
2013
Who took the survey?
Agency/trading desk
50%Publisher/ad network
50%
DSP/SSP6%
Advertiser10%
Video advertising is poised for growth.
Change in video ad spend.
Increased
89%
Same Decreased
7%4%
31%+
average increase
Where is the money coming from?
Online display
FTA TV
Pay TV
Incremental spend
Outdoor
Search
Direct reach
11%
44%
44%
38%
25%
6%
5%
5%
11%
Barriers to growth.
Scale/availability of premium inventory
Training/education of staff
Lack of reportingand measurement
Lack of targeting
Lack of creative standards
45%36%
23%
22%
19%15%
9%
13%
4%
15%
Publisher/ad network
Agency/trading desk
Inventory and yield.
Change in video ad inventory.
Increased
89%
Same Decreased
8%3%
31%+
average increase
Change in CPMs.
Increased
62%
Same Decreased
18 21%
16%+
average increase
Buying and planning.
Agencies: Who’s in charge?
Digital group
38%
54%
29%
11%
6%
Cross platform group
Other
TV group
Scarcity.
Is inventory scarce?
Yes No
45%
57%55%
43%
Publisher/ad network
Agency/trading desk
What type of inventory is most scarce?
Australianinventory
Long-formcontent
38%
50%50%
35%Publisher/ad network
Agency/trading desk
Short-form content
12%15%
Is locking-up inventory 6-12 months in advance important?
Extremely20%
Not at all20%
Somewhat20%
Moderately23%
Slightly17%
Extremely9%
Not at all23% Somewhat
15%
Moderately30%
Slightly23%
Publisher/ad network Agency/trading desk
Looking ahead.
Areas of Consensus Overall market growth Mobile as a major driver Further alignment
with TV More measurement & ROI
reporting demands
Areas of Debate Fragmentation vs
consolidation Increase vs decrease in
programmatic buying Long vs short form Niche vs high reach
opportunities
How the future of video will play out.
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