Warc, 30 April 2014
NEW YORK: Two thirds of US advertisers expect to increase
their spending on digital video advertising in the coming year with a similar
proportion indicating that the money for this will be diverted from TV budgets.
A new survey from the Interactive Advertising Bureau (IAB),
covering 297 buy-side executives found that most brand marketers anticipated
that over the next three to five years digital video would become as important
to their businesses as television advertising.
While two-thirds of respondents said they would help pay for
their digital video increases this year by shifting funds from television,
almost half (48%) thought that they would also be aided by an overall expansion
in ad budgets.
Nor was this shift likely to involve simply running existing
content on a different platform. An increasing proportion of that spending was
earmarked for original digital video content – 48% in 2014 compared to 44% in
2012.
Even though the survey showed the increasing importance that
marketers attached to digital video, they were still wedded to traditional
measurements, as they wanted content providers to show effectiveness in sales
and branding while providing digital metrics consistent with TV.
The IAB's survey coincides with the 2014 Digital Content
NewFronts, the digital publishers' equivalent of the annual TV upfronts. The
trade body noted that attendances at the event were expected to be up this year
and that 90% of those who attended the 2013 event said this had influenced them
to spend more money on original digital programming or increase their overall
2014 budgets.
IAB president Randall Rothenburg, writing in AdWeek,
rejected any suggestion that the NewFronts constituted an attack on the
"classic medium" of television. "Rather, digital video
represents a culmination of television and the start of a post-television
world," he declared.
He argued that the development of digital video had mirrored
that of cable TV, moving from repurposed content to producing original
material. The outcome was not the decimation of the TV networks but "a
trove of new opportunities [for marketers] to connect with their target
consumers".
Data sourced from IAB, Advertising Week; additional content
by Warc staff
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