Video Ad Spend Study
April 2018
Methodology
353 total respondents
All interviews conducted online
Incentives include cash and sweepstakes entry
Timeframe: March 6 –March 16 2018
Sample: Marketer & Agency contacts from The Advertiser
Perceptions Media Decision Maker Database,and third-party
databases as needed.
Qualification:
Involved in Digital Video Advertising Decision-Making
$1M+ Total Annual Ad Spend
Minimum of a modest understanding of the Digital Content
NewFronts
Note: Throughout the report ‘Original Digital Video Content’
refers to programming (not advertising) that is professionally
produced specifically for digital/online consumption.
Digital-Primary: Refers to advertisers who use Digital Budgets
as the primary source for Digital Video Advertising
TV-Primary: Refers to advertisers who use TV Budgetsas the
primary source for Digital Video Advertising
Directional Data: Some findings in the presentation could
reflect data with low bases.
Video Ad Spend Study
April 2018
Respondent profile snap shot
Profile of Respondents (353)Total
Agency43%
Marketer57%
Senior (VP+) Job Title52%
Mid (Director) Job Title35%
Junior Job Title13%
Digital video advertisers100%
Mobile video advertisers82%
TV advertisers73%
Advanced TV advertisers66%
Total
TV-PrimaryDigital Video Budget Source11%
Digital-PrimaryDigital Video BudgetSource89%
Plan to Attend 2018 NewFronts 68%
Automotive sector12%
Financial Services sector15%
Food & Beverage sector7%
Health & Beauty sector7%
Household Goods sector16%
Retail sector12%
Telecom sector7%
Video Ad Spend Study
April 2018
Key Highlights –Digital Video Landscape
Continued Focus on Digital Video
Half of Advertisers will increase spending on digital video, mobile video, and Advanced TV.
On average, Advertisers will spend more than $10 million annually for their brand’s Digital and Mobile Video, a 53%
increase from 2016.
Two-thirds of advertisers will shift funds from TV budgets to fund their Digital Video advertising.
Direct To Consumer Trends
Advertisers agree that Original Digital Video is effective for advertising direct to the consumer
As direct to consumer
video sites
proliferate, investment in ODV will grow
Nearly 9 in 10 Advertisers agree that:
Direct to consumer advertising offers more data with which to track the ad’s impact
Advertisers will increasingly bring more advertising functions in-house, advertising direct to the consumer
Native Advertising is widely used in ODV advertising
Two-thirds of ODV advertisers have spent on Native Advertising opportunities
Half have increased their ODV advertising allocation to native YOY。