Video Convergence Study
The More You Know. The Stronger Your Brand. The More You’ll Sell .
NEW! VIDEO ADVERTISING CONVERGENCE STUDY
What Advertisers Think about the Convergence of Video Advertising across TV, Digital and Mobile Media Platforms
Digital video advertising is growing at light speed, and with it, top advertisers are finally seeing the web as a branding environment for their campaigns. This phenomenon is inspiring a growing consensus among advertisers that the convergence of television and online video is approaching a tipping point. What does this mean for media companies? Where will advertising dollars migrate? How will results be measured? Who will control video advertising decisions?
The impact of this shift is becoming increasingly apparent through other related Advertiser Perceptions research. In fact, our research indicates that the publishers, portals, and ad networks that are gaining the most ground are those with the capacity and the brand story to sell to the rapidly growing pool of top advertisers. Now we are seeking to more fully explore the implications of this sea change.
Our 2011 Video Advertising Convergence Study will deliver what advertisers think about the convergence of television and digital video advertising today and their collective opinion of what is likely to happen in the future. 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?
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
