Digital Video Advertising: Understanding the State of a Fast Evolving Market

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    Written by By Joe Laszlo with David Daniels Digital Video Advertising, OTT, Linear TV, Adtech, Programmatic, VOD, Video,

    About: Published in July 2017 this paper leverages The Relevancy Group executive survey data to explore the adoption of Digital Video Advertising and evaluates the opportunity and tactics that are needed to optimize digital video.

    Key Questions
    What are marketers’ plans regarding digital video ad spending?
    How do advanced TV services fit in the digital video landscape?
    What’s the role of data in digital video ad transactions?
    Does the current focus on brand safety and transparency threaten the continued growth of digital video?

    Key Findings
    In 2017, 78 percent of marketers reported allocating budget to digital video, a substantial increase from the 55 percent who reported doing so in 2016.
    Digital video viewing on mobile is already at or near parity with PCs, and viewing on televisions is coming.
    Although traditional, linear TV advertising remains distinct, an increasing array of “TV Plus” advertising, including over-the-top (OTT) and video on demand (VOD), is bought, delivered, and measured digitally.
    Like all digital media, video is now a data-driven business, with automation playing an increasingly important role.
    Concerns around brand safety and transparency are pushing marketers away from pure audience buying and toward content and context.

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