News & Events

Advertiser Perceptions to Release New Study

on Video Advertising Convergence

New study to reveal level of television advertising’s migration to digital.

NEW YORK –  Advertiser Perceptions (www.advertiserperceptions.com), the leader in providing the media industry with research-based advertiser insight, announces the fielding of a new study that will deliver what advertisers think about the convergence of television and online video advertising. The study will include attitudes about the current state of the market and advertising plans for the next 12 months. Anticipated delivery of the study results is slated for June 2012.

The inspiration for the study is based on the growing consensus among advertisers that the convergence of television and online video is approaching a tipping point. In fact, according to a study Advertiser Perceptions conducted for the IAB, digital video already represents more than 17% of advertisers’ overall digital media spend, which represents 22% growth in comparison the previous 12 months.

Some of the questions this study will answer include:

MARKET OUTLOOK

• How are dollars being spent in video across all media platforms? How will it shift in 2012?
• What formats will be most critical to advertisers in digital and mobile?
• Which vertical categories will lead the way (CPG, Travel, Entertainment, etc.)?
• Which TV, digital, or mobile media brands are viewed as the leaders? And why?

ATTITUDES, OPINIONS AND PLANS

• What will it take for digital video advertising convergence to become mainstream?
• What are the video advertising convergence plans now and in the future?
• What do advertisers think about:

-        Screen Quality – television, advanced/IP television, computers and websites, tablets/iPads, and mobile phones

-        Media – social, television, digital, and mobile

-        Cross-platform integration

-        Single vs. multiple media company solutions

DECISION MAKING

• How are video advertising convergence decisions made?
• Are advertisers brand-focused or performance / direct response focused?
• Who is involved?
• How is involvement changing?

BUYING CRITERIA

• Why do they buy?
• What is most important?
• What is changing?
• What are the obstacles and / or accelerators to video advertising convergence acceptance?

CURRENT AND FUTURE USE

• What is the current awareness and use of various video advertising products?
• What types of ads are being created?
• What is the importance of content, environment, etc.?
• What are the pricing issues?
• What are the measurement / ROI issues?

MEDIA COMPANIES AND BRANDS

• Awareness, usage and attitudes toward leading media brands:

-        Television networks

-        Video websites

-        Digital video ad networks

-        Social media

• Who are the leaders today?
• Who will the leaders be in one year? In five years?

RESPONDENTS

• 300 completed interviews
• Sample source: The Advertiser Perceptions Database of Media Decision Makers
• Qualifications: Media decision-making involvement:

-        Online display

-        Digital video

-        Television

• Mix:

-        Fifteen major advertising categories

-        Agencies and marketers

-        Titles and functions

-        Media budgets

• Field and delivery dates

-        Field: April 2012

-        Delivery: June 2012

DELIVERABLES

• Presentation of analysis and findings
• Tables
• Report

About Advertiser Perceptions

Advertiser Perceptions is the leader in providing the media industry with research-based, advertiser insight and guidance necessary for strengthening brands and increasing advertiser satisfaction. We specialize in determining, analyzing and communicating what advertisers think — their plans, opinions and motivations.

Our proprietary database of media decision makers is one of the largest in the world. The advertiser survey and questionnaire development process that we employ ensures optimal response. Focus and media industry expertise enables us to effectively analyze and accurately interpret the research that we conduct on behalf of our clients, who represent many of the largest international media companies.

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AP APPEARANCES

OMMA OUTFRONT

April 10, 2012.  The OMMA Outfront Conference places the upfront buying market in context with the overall media mix, allowing executives to enter the traditional TV and digital video upfront with their eyes wide open. Top advertisers, agencies, and network executives will discuss and debate the shape of the biggest advertising market of the year. Come join the discussion among the media giants as they fight for position and vie for the largest pot of gold at the end of the rainbow.

Presentation: Convergence on the Brink

Randy Cohen, President, Advertiser Perceptions

There’s a growing consensus among advertisers the convergence between TV and online video is nearing an inflection point. But that raises a load of questions: what ad formats work best online and on-mobile; which media brands are viewed as the pacesetters; and should advertisers focus on brand or direct-response advertising first? The 2012 Digital Video Advertising Convergence Study goes inside what the marketers think about now and what’s next.

MEETUP EVENTS

Our team attends several industry events all year long.  We encourage you to contact us for a “meetup” or a research briefing at these events. 

ANA 2012 Masters of Marketing Conference

October 10 – 13, 2012
Rosen Shingle Creek, Orlando, FL

Join the nation’s chief marketing officers and leaders from the agency and media worlds for our industry’s signature event. This conference offers an opportunity to learn and engage with the leaders of the marketing community who have built brands, leveraged the expanding array of media, made marketing more accountable and improved the quality of their marketing organizations.

2012 Advertising Week New York

October 1 – 5, 2012
Multiple Locations, New York City, NY

Advertising Week is the world’s premier annual gathering of marketing and communications leaders each year in New York City.

With more than 200 distinct events, The Week is a hybrid of thought leadership Seminars featuring the industry’s best and brightest and engaging special events which galvanize targeted constituencies. Spawned from creative roots in 2004, Advertising Week now draws from the client, media and broader cultural communities with a laser focus on key business drivers which shape and influence the global industry.

Measured by breath, scope and impact, Advertising Week transcends standard industry conferences and The Week moves the needle on key industry challenges like talent and diversity via GeneratioNext and Advertising Futures.