Presentation Transcript

1. What Advertisers Think™ Digital Content NewFronts: Video Ad Spend StudyApril 2014 The More You Know The Stronger Your Brand The More You’ll Sell™
2. Today’s Discussion What do advertisers think of the Digital Content NewFronts? Insights and Perceptions The Digital Content NewFronts Impact on Original Digital Video Ad Spending Original Digital Video Advertising Spending Trends Digital Video Advertising Spending Trends Action Items for Strengtheningthe Impact of the Digital Content NewFronts
3. Methodology, Profile and Ad Categories Method All interviews conducted online Incentives include cash and sweepstakes entry Timeframe: April 1st – 16th, 2014 Sample: Marketer & Agency contacts from The Advertiser Perceptions Media Decision Maker Database,and third-party databases as needed. Qualification: Involved in Digital Video or TV Advertising Decision-Making $1M+ Total Annual Ad Spend Directional Data: Some findings in the presentation could reflect data with low bases. Note: Throughout the survey Original Digital Video Content refers to programming (not advertising) that is professionally produced specifically for digital/online consumption. Represents Leading U.S. Advertisers by Ad Category and Media Type Automotive and Related Baby, Child or Parenthood Consumer Electronics Consumer Packaged Goods Energy Entertainment Financial Products/Services (Including Insurance and Real Estate) Home & Appliance Liquor, Beer and Wine Men's or Women’s Apparel/Fashion Men's or Women’s Toiletries & Cosmetics Pharmaceuticals & Remedies Quick Service Restaurants Retail Technology (Computer, Hardware, Software or Services) Telecommunications Travel
4. Key Highlights Digital Video Spending and Trends Digital video demonstrates continuing strong growth. Advertisers plan to spend more on digital video advertising in 2014 than they did in 2012, the first year of the NewFronts. The increase in digital video advertising will be funded by shifting money away from TV -particularly away from broadcast and cable. Agencies, in particular, are enthusiastic about the potential growth in digital video ad spending. Original Digital Video Content Spending and Trends Over the past 3 years, Advertisers have slowly increased the % of their digital video budget dedicated to original digital programming. Within 5 years Advertisers agree that original digital programming will become as important as TV programming. Research demonstrating original digital video content’s effectiveness at increasing sales and impacting branding will encourage more advertising. Having digital metrics that are consistent with TV will also spur growth. Digital Content NewFronts: Awareness and Impact Nearly all Advertisers, 9 in 10, are aware of the Digital Content NewFronts. The 2014 Digital Content NewFronts will be widely attended, with 8 in 10 Advertisers, who are familiar with the NewFronts, planning to attend. These Advertisers anticipate allocating over one-third of their digital video advertising dollars as a Result of the 9 day event. This year’s Digital Content NewFronts will capture 40% of advertisers’ original digital video budgets. The Digital Content NewFronts impacts ad budgets all year long. Nearly half of Advertisers say itimpacts their original digital video spending at the event, over the course of the year, and when planning next year’s budget.
5. Knowledge of the Digital Content NewFronts Among Total Universe* The Digital Content NewFronts is well known throughout the ad community. About 9 in 10 Advertisers say they have some level of familiarity with the NewFronts. Over one in two have a solid understanding of the NewFronts. Percent of Respondents Total Agency Marketer S35a: Which of these best describes your knowledge of the Digital Content NewFronts? *Base: Total Universe (411) [Agency (249) Marketer (162)], including those who screened out at this question.
6. Digital Video Advertising Spending Plans & Trends Comparison of Digital Video and TV Ad Spending Digital Video Budget Allocations by Channel Digital Video Advertising Optimism TV Advertising Optimism How Advertisers Will Fund Their Increase In Digital Video Advertising Average Digital Video Budget
7. Comparison of Spending Allocated to Digital Video and TV — Three Year Trend Digital video allocations are increasing compared with TV spending. Advertisers predict a 17% increase in their digital video allocations in 2014 over 2012. Total Respondents Average Percent TV/Digital Video Budget Allocated to Each % Change in Digital Video Allocation 2012-2014 + 17% Q110. Imagine that the TV and digital video advertising budget for [your company’s/your client’s] biggest or most important product or service is a pie and each of these types of advertising is a slice. What share of spending was allocated to each in 2012 and 2013? What share do you anticipate allocating to each slice in 2014? Base: Respondents Involved in Both Digital Video and TV (229)
8. Comparison of Spending Allocated to Digital Video and TV — Three Year Trend Over the past 3 years, Agencies recorded a + 17% change in digital video spending compared to TV. Marketers also recorded a double digit % change - up 14% - in digital video allocations. Average Percent TV/Digital Video Budget Allocated to Each % Change in Digital Video Allocation 2012-2014 +17% % Change in Digital Video Allocation 2012-2014 +14% Agency Marketer Q110. Imagine that the TV and digital video advertising budget for [your company’s/your client’s] biggest or most important product or service is a pie and each of these types of advertising is a slice. What share of spending was allocated to each in 2012 and 2013? What share do you anticipate allocating to each slice in 2014? Base: Respondents Involved in Both Digital Video and TV Agency (128) Marketer (101)
9. Digital Video Budget Allocations By Channel—Three Year Trend TV Digital Sites, Video Ad Networks, Social and Video Sites received the largest video budget allocations in 2014. Marketers are planning to spend more than Agencies on Portals and Social. Agencies are projecting to spend more on Video Ad Networks. Social Budgeting (2014) Agency 12% Marketer 15% Average Percent Allocated to Each Video Ad Network Budgeting (2014) Agency 16% Marketer 10% Q115. Imagine that the digital video advertising budget for [your company’s/your client’s] biggest or most important product or service is a pie and each of these types of digital video advertising is a slice. What share of spending was allocated to each slice in 2012 and 2013? What share do you anticipate allocating to each slice in 2014? Base: Respondents Involved in Digital Video (280) Agency (155 ) Marketer (125)
10. Digital Video Advertising Optimism Overall there is high optimism for digital video advertising. Agencies are particularly enthusiastic with 7 out of 10 expecting their digital video advertising to increase. Percent of Respondents 64% 67% 70% 58% Ad Spending, Next 12 Months Percent saying spending will increase, maintain, decrease Net Optimism (Increase Minus Decrease) Increase Maintain Decrease Q125: In the next 12 months, would you expect the amount of [your company’s/your clients’] spend on the following types of advertising to increase, stay the same or decrease? Base: Respondents Involved in Digital Video (280) Agency (155) Marketer (125)
11. TV Advertising Optimism Optimism for TV ad spending is markedly lower. About half expect their TV spending to stay the same. Percent of Respondents 25% 29% 25% 22% Ad Spending, Next 12 Months Percent saying spending will increase, maintain, decrease Net Optimism (Increase Minus Decrease) Increase Maintain Decrease Q125: In the next 12 months, would you expect the amount of [your company’s/your clients’] spend on the following types of advertising to increase, stay the same or decrease? Base: Respondents Involved in TV (246) Agency (141) Marketer (105)
12. If Digital Video Spending WillIncreaseWhere Funding Will Come From Over 2 out of 3 Advertisers say they will shift funds away from their TV budgets to increase their digital video advertising—particularly away from Broadcast and Cable TV. About half say that an overall expansion in ad budgets will fund their digital video spending increase. Percent of Respondents Who Say Funding Will Increase TV (net) Total 67% Agency 68% Marketer 66% Cable TV Total 43% Agency 44% Marketer 42% Non-Video Digital Ads Total 32% Agency 36% Marketer 26% Digital Video Spending $$$$ Broadcast TV Total 45% Agency 45% Marketer 43% Non-Digital/ Non-TV Ads Total 33% Agency 33% Marketer 32% Interactive TV Total 27% Agency 28% Marketer 27% Overall Expansion of Ad Budgets Total 48% Agency 47% Marketer 49% Q130a. You mentioned that your spending on digital video advertising will increase in 2014 compared to 2013. Where will the funding come from for the increasing digital video advertising spend? Base: Respondents Whose Digital Video Advertising Will Increase in 2014 (182) Agency (108) Marketer (74)
13. Digital Content NewFronts: Impact on Digital Video Advertising Digital Content NewFronts Attendance Digital Video Allocations as a Result of the Digital Content New Fronts In Their Own Words: Reasons Advertisers Will Increase Their Spending At This Year’s Digital Content NewFronts
14. Digital Content NewFronts Attendance—Three Year Trend Eighty percent of Advertisers who are aware of the Digital Content NewFronts plan to attend in 2014—an increase of 145% percent over its inaugural year. Percent of Respondents 2012 2014 2013 Never Never S35b Which Digital Content NewFronts have you attended/do you plan to attend? Base: Respondents who Know Digital Content NewFronts (267) Agency (153) Marketer (114)
15. Percent of Digital Video Advertising Allocated as a Result of the Digital Content NewFronts — Three Year Trend Marketers and Agencies anticipate allocating over one-third of their digital video advertising dollars as a result of the 2014 Digital Content NewFronts. The percent that they allocate as a result of the Digital Content NewFronts has steadily increased over the years. Average Percent % Change in Digital Video Spending Allocated as a Result of the NewFronts 2012 – 2014 Total 19% Total Agency 22% Marketer 19% Q135a/b//c What share of your digital video advertising dollars was allocated as a result of the Digital Content NewFronts two years ago (Spring 2012), last year (Spring 2013), this year (Spring 2014) Base: Respondents who know Digital Content NewFronts and Involved in Digital Video (252) Agency (141) Marketer (111)
16. Reasons Plan to Allocate MORE as a Result of the 2014 Digital Content NewFronts Lock-In Rates/Greater Value “After testing, we realized this is the best usage of spending for digital video. Secures spots.”—Agency “Because more partners are becoming involved and it may be a necessity to get the schedules and pricing desired.” –Agency “…client is convinced medium works and is willing to commit upfront.” –Agency “Our clients are becoming more comfortable with original digital video as part of our video buy so they want to lock into lower rates upfront.” –Agency “I think we can do a better job of utilizing it to make our ad budgets more efficient.” –Agency “We plan on meeting with certain providers and finalizing new contracts there.”—Marketer “The continual explosion of digital video as a compelling medium increases. The Digital Content NewFronts are seen as a way to lock-in early, at great rates - providing the best value versus going to usual routes.”—Agency “It performed well for us in the past and we received a lot of value from partners.”—Agency Digital Video Programming Offers Greater Growth/Has More to Offer “(There’s been a…) better explanation of offerings and progress in metrics in the digital world.”—Agency “Heavier focus to online versus broadcast video.”—Agency “More exciting partnerships upcoming in 2014 and it's proving to be the best place for brands to interact with consumers based on high numbers of consumers are flocking to digital video.”—Agency “We are focusing less on television advertising.”—Marketer “I feel that this is developing as a primary way to allocate our valuable advertising dollars…”—Marketer “Online pure plays making better content and better demo targeting.”—Agency “We think it will lead to more sales and profits.”—Marketer “The budget of the 2013 Digital Content NewFronts gave our company more customers and brought more profits than other ad formats. So our company decided to increase the budget of the 2014 Digital Content NewFronts.”—Marketer “We are getting a better understanding on how to use the format to our advantage.”—Marketer “Increasing effectiveness of Digital Video Advertising. Clients becoming more convinced by Digital Video Advertising, so funds made available especially for event. Excitement over new organizations that will be attending this year.”--Agency Q137b You anticipate allocate more during the 2014 Digital Content NewFronts than you allocated as a result of the 2013 Digital Content NewFronts. Would you explain why? Base: Respondents who Anticipate Allocating More During the 2014 Digital Content NewFronts
17. Original Digital Video Content Advertising Spending Plans & Trends Comparison of Ad Spending on Original Digital Video Content and Other Digital Video Content How Advertisers Will Fund Their Increase In Original Digital Video Content Advertising Original Digital Video Content: Attitudes and Perceptions
18. Percent of Digital Video Advertising Spent on Original Digital Video Content and Other Digital Video Content - Three Year Trend In 2014 Advertiser’s digital video budgets will be almost evenly split between original digital video content and other digital video content. Total Respondents Average Percent of Digital Video Budget Allocated to Each Q145 What portion of your total digital video advertising budget was spent advertising on each type of content in 2012 and 2013? And what do you anticipate those share will be in 2014? Base: Respondents Involved in Digital Video and TV Agency (280)
19. Percent of Digital Video Advertising Spent on Original Digital Video Content and Other Digital Video Content - Three Year Trend Agencies have steadily increased the share of their original digital video content advertising—yet more than half of their digital video budget is still allocated to other digital video content. For the past 2 years, Marketer’s digital video allocations have been evenly split between original digital video content and other digital video content. Average Percent Agency Marketer Q145 What portion of your total digital video advertising budget was spent advertising on each type of content in 2012 and 2013? And what do you anticipate those share will be in 2014? Base: Respondents Involved in Digital Video and TV Agency (155 ) Marketer (125)
20. If Original Digital Video Spending Will Increase Where Funding Will Come From Overall, Advertisers plan to shift funds away from their TV budgets to increase their original digital video spend, primarily from Broadcast TV. Marketers are more likely to say that an overall expansion of their ad budgets will fund their increased spending on original digital video. TV (net) Total 63% Agency* 68% Marketer* 55% Percent of Respondents Who Say Funding Will Increase Cable TV Total 32% Agency* 40% Marketer* 19% Non-Video Digital Ads Total 29% Agency* 32% Marketer* 26% Original Digital Video Spending $$$$ Broadcast TV Total 49% Agency* 53% Marketer* 42% Non-Digital/ Non-TV Ads Total 22% Agency* 21% Marketer* 23% Interactive TV Total 23% Agency* 30% Marketer* 13% Overall Expansion of Ad Budgets Total 41% Agency* 36% Marketer* 48% Q150You mentioned that your advertising spending on professionally produced original digital video programming/content will increase in 2014 compared to 2013. Where will the funding come from for the increasing original digital video programming content advertising spend? Base: Respondents Whose Original Digital Video Advertising Will Increase in 2014 (78) Agency (47) Marketer (31) *Caution: Small Base
21. Agreement with Statements Regarding Original Digital Video Content Overall, 3 in 4 agree that original digital video will become as important as original TV programming within 5 years. Research demonstrating original digital video content’s effectiveness at increasing sales and impacting branding will encourage more advertising. Having digital metrics that are consistent with TV will also spur growth. Percent Rating 4 to 5 on a 5-Point Scale (Ranked by 5 Rating) Top Box Notable Differences: Agency 36% Marketer 29% Agency 33% Marketer 26% Q165. To what extent do you agree with each of these statements about original digital video programming/content? Base: Total Respondents (297) Agency (168) Marketer (129)
22. Digital Content NewFronts: Impact on Original Digital Content Advertising Original Digital Video Allocations Due to the Digital Content NewFronts In Their Own Words: The Impact of the 2013 Digital Content NewFronts on their Original Digital Content Advertising How the Digital Content NewFronts Affected their Original Digital Content Advertising
23. Percent of Original Digital Video Content Advertising Allocated Due to the Digital Content NewFronts - Three Year Trend Each year the % committed to original digital content advertising as a result of the Digital Content NewFronts grows. This year Agencies and Marketers estimate allocating ~40% of their original digital video spending due to the Digital Content NewFronts. % Change in Original Digital Video Spending Allocated Due to NewFronts 2012 - 2014 Total 25% Agency 26% Marketer 21% Average Percent 2012 2013 Q155a/b//c What share of the dollars for advertising spending on professionally produced digital video programming/content was committed as a result of the Digital Content NewFronts two years ago (Spring 2012)? A Year Ago (Spring 2013) and this year (Spring 2014)? Base: Respondents Aware of Digital Content NewFronts and Involved in Digital Video (252) Agency (141) Marketer (111)
24. 2013 Digital Content NewFronts: In Their Own Words Budget Increase/Change in Spending “More comfort with new/original content offerings than years past – increased our belief that certain shows are worth committing ad dollars in advance”—Marketer “It made me more aware of the shifting to online content versus cable or traditional TV. It also allowed me to find ways to brand the company with lower cost video content that reaches the customers we want.”—Agency “Positive results from 2013 increased our clients’ spending in 2014.”—Agency “I was influenced by the in-person presentations and demonstrations to secure additional advertising and to leverage the buys with public relations strategies.”—Marketer “Opened up budget reallocation conversations”—Agency “It gave us better pricing and more confidence to move more dollars into this.”—Agency “We are likely to shift more budget away from television and into digital video over the course of the next year.”—Marketer “Helped increase budget for this, mainly due to 2 things: Able to arrange a few key meetings during that time that revealed attractive information that was not revealed through other channels. Able to come away with some compelling comparative metrics that helped clients commit funds.”—Agency Increased Sales/Profits/Efficiency “It definitely increased our sales by 15%”—Agency “(The NewFronts)…helped to increase efficiency and value ad opportunities.”—Agency “The convention helped us to realize the value being placed on the original digital programming content, and just how much a profit margin we will get should we decide to emphasize this aspect of our business. So, we set about trying to ensure that our department would focus more on this type of content than we did in 2012. And, lo and behold, this worked out well for us in a profitable manner, as we grossed more than we did in 2012, and this helped us tremendously in our work.”—Marketer Better Understanding of Original Digital Content Trends “Thousands of people who attended the second annual Digital Content NewFronts witnessed great new original video content, learned from marketing best practices, and heard headline-grabbing announcements about partnerships that will change the course of the digital medium. The powerful series of presentations proved that digital video is the right place for brands to engage with consumers because consumers are engaging with digital video.”—Agency “Better understanding of industry trends and vendor capabilities.”—Marketer “It gave us new ideas and encouraged us to advertise on new platforms with new providers.”—Agency “Saw that suppliers are making a stake in investment of content and production value.”—Agency “Provides me with innovative solutions that give me a competitive edge.”—Marketer Q163a: How did the 2013 Digital Content NewFronts affect your advertising on original digital programming content?
25. 2013 Digital Content NewFronts: Effect on Original Digital Content Advertising 9 in 10 Advertisers said that their participation in the 2013 Digital Content NewFronts resulted in more spending on original digital content in 2013 and/or motivated them to increase their 2014 budgets. Percent of Respondents Q163bIn which of these ways did the 2013 Digital Content NewFronts affect your advertising on original digital programming content? Base: Respondents who Participated in 2013 Digital Content NewFronts (125) Agency (67) Marketer (58)
26. Trends Importance of Multi Platform Solutions How Digital Video Advertising Is Currently Purchased Adoption of Cross Platform Buys
27. Importance of Multi-Platform Solutions That Include TV and Digital Video Under One Media Buy Overall about eight in ten advertisers say that a multi-platform solution including TV and digital video under one buy is important. Percent of Respondents Q170 With the above statement in mind, how important is it that the media brands/ad networks/DSPs that you work with offer a multi-platform solution that includes both traditional TV and digital video under one media buy? Base: Total Respondents (297) Agency (168) Marketer (129 )
28. Usage of Digital Video Advertising Options Agencies use a variety of digital video advertising options but they typically spend directly with premium video sites or use a digital ad network. Marketers favor spending directly with premium video sites over other methods. Percent of Respondents Q175Which of these digital video advertising options do you currently use? Base: Respondents Involved in Digital Video (280) Agency (155) Marketer (125)
29. Share of Advertising Spent on TV plus Online Video Cross Platform Buys - Three Year Trend Advertisers have increased their share of spending on cross platform buys over the past 3 years. About one third of their 2014 advertising budget will be spent on TV and online video cross platform buys—up from a quarter of their budget in 2012. % Change in Share Spent on Cross Platform 2012 - 2014 Total 35% Agency 32% Marketer 42% Average Percent 2012 Q180a What share of your advertising budget was spent on cross-platform buys (TV and online video from the same programmer/TV network) in 2012? In 2013? And what share do you anticipate spending in 2014? Base: Total Respondents (297) Agency (168) Marketer (129)
30. Change in Dollars Spent On Cross-Platform Buys - 2013 vs. 2012 Overall advertisers adopted cross platform buys at a high rate in 2013. Agencies in particular increased their dollar spending on cross platform buys over 2012. Percent of Respondents 55% 58% 50% Cross Platform Spending Percent saying spending will increase, maintain, decrease Net Cross Platform Adoption (Increase Minus Decrease) Increase Maintain Decrease Q180b/c You said in 2013 you spent [FILL IN % FROM Q180a_2]% of your advertising budget on cross-platform buys. Thinking about dollars (as opposed to share of budget) spent in 2013, was this an increase, the same amount, or a decrease compared to dollars spent on cross-platform in 2012? Base: Total Respondents (297) Agency (168) Marketer (129)
31. Change in Dollars Spent On Cross-Platform Buys - 2014 vs. 2013 Cross platform dollar spending will continue to rise in 2014. 6 out of 10 Agencies predict they will increase their cross platform dollar spending in 2014. Half of all Marketers will increase their spending on cross platform buys. Percent of Respondents 54% 58% 51% Cross Platform Spending Percent saying spending will increase, maintain, decrease Net Cross Platform Adoption (Increase Minus Decrease) Increase Maintain Decrease Q180c Thinking about dollars (as opposed to share of budget) you anticipate spending in 2014, would this be an increase, the same amount, or a decrease compared to dollars spent on cross-platform in 2013? Base: Total Respondents (297) Agency (168) Marketer (129)
32. Contacts: Randy Cohen Randy.Cohen@PerceptionsGroup.com Tedd Speck Tedd.Speck@PerceptionsGroup.com Erin Firneno Erin.Firneno@PerceptionsGroup.com Sherrill Mane Sherrill@IAB.net Kristina Sruoginis Kristina@IAB.net What Advertisers Think™ The More You Know The Stronger Your Brand The More You’ll Sell™