2014 Custom Study | P. 1 What Advertisers Think ™ The More You Know The Stronger Your Brand The More You’ll Sell ™ Digital Content NewFronts: Video Ad

2014 Custom Study | P. 1

What Advertisers Think™

The More You Know

The Stronger Your Brand

The More You’ll Sell™

Digital Content NewFronts: Video Ad Spend Study

April 2014


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 Strengthening the Impact of the Digital Content NewFronts


Profile of 297 Respondents Overall

Agency 57%

Marketer 43%

Senior (VP+) Job Title 49%

Mid (Director) Job Title 30%

Junior Job Title 21%

Solid Understanding of Digital Content NewFronts

78%

Modest Understanding of Digital Content NewFronts

12%

Don’t Know the Digital Content NewFronts

10%Represents Leading U.S. Advertisers by Ad Category and Media Type

• 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

Methodology, Profile and Ad CategoriesMethod

• 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.

• 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


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

it impacts their original digital video spending at the event, over the course of the year, and when planning next year’s budget.


56%

33%

11%

Solid Understanding Modest Understanding Don't Know the Digital Content NewFronts

Total

54%

34%

12%

Agency Marketer

60%

31%

9%

Percent of Respondents

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.

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.


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


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

Allocation2012-2014

+ 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)

2012 2013 2014

42% 46% 49%

58% 54% 51%

TVDigital Video


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

Allocation2012-2014

+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 Agency (128) Marketer (101)

% Change in Digital Video

Allocation2012-2014

+14%

2012 2013 2014

42% 46% 49%

58% 54% 51%

Digital Video TV

2012 2013 2014

43% 47% 49%

57% 53% 51%

Digital Video TV

Agency Marketer


Digital Video Budget Allocations By Channel—Three Year TrendTV 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.

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)

Video Ad Network Budgeting (2014)

Agency 16%

Marketer 10%

Average Percent Allocated to Each Social Budgeting (2014)

Agency 12%

Marketer 15%

TV Digital Sites

Video Ad Networks

Social Portals Ad Networks Video Sites Publishers Exchanges

16%

12% 12% 12% 12%11% 11%

9%

15%

13%12% 12%

11%

13%12%

10%

15%

13% 13%

11% 11%

13%12%

9%

2012 2013 2014Portals Budgeting (2014)

Agency 10%

Marketer 13%


Marketer

Agency

Total

59%

70%

65%

40%

30%

34%

1%

0%

1%

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)

Digital Video Advertising OptimismOverall there is high optimism for digital video advertising. Agencies are particularly enthusiastic with 7 out of 10 expecting their digital video advertising to increase.


Ad Spending,

Next 12 MonthsPercent saying spending will increase, maintain, decrease

67%

58%

70%

64%


Marketer

Agency

Total

37%

41%

39%

48%

47%

47%

15%

12%

14%

Net Optimism (Increase Minus 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)

TV Advertising Optimism Optimism for TV ad spending is markedly lower. About half expect their TV spending to stay the same.


Ad Spending,

Next 12 MonthsPercent saying spending will increase, maintain, decrease

25%

22%

25%29%


If Digital Video Spending Will Increase Where Funding Will Come FromOver 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

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)

Digital Video Spending

$$$$

TV (net)

Total 67%Agency 68%

Marketer 66% Cable TV

Total 43%

Agency 44% Marketer 42%

Broadcast TV

Total 45%Agency 45%

Marketer 43%

Interactive TV

Total 27% Agency 28%

Marketer 27%

Overall Expansion of Ad

BudgetsTotal 48%


Non-Digital/ Non-TV Ads

Total 33%


Non-Video Digital Ads

Total 32%



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


Total Agency Marketer

33% 33% 32%

68%64%

73%

81% 82% 81%

9% 9% 9%

2013 2014 Never 2012 20122013 2014

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)


Digital Content NewFronts Attendance—Three Year TrendEighty 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.

2012 2013Never2014 Never



32% 32% 32%34% 34% 35%

38% 39% 38%

2012 2013 2014 2012 2013 2014 2012 2013 2014

Percent of Digital Video Advertising Allocated as a Result of the Digital Content NewFronts — Three Year TrendMarketers 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

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)

% Change in Digital Video Spending Allocated as a Result of the NewFronts

2012 – 2014Total 19%

Total Agency 22%Marketer 19%


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


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


Average Percent of Digital Video Budget Allocated to Each

2012 2013 2014

44% 47% 48%

56% 53% 52%

Original Digital Video Content Other Digital Video Content

Percent of Digital Video Advertising Spent on Original Digital Video Content andOther Digital Video Content - Three Year TrendIn 2014 Advertiser’s digital video budgets will be almost evenly split between original digital video content and other digital video content.

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)

Total Respondents


Average Percent

2012 2013 2014

42% 45% 46%

58% 55% 54%


2012 2013 2014

47% 50% 50%

53% 50% 50%


Agency Marketer

Percent of Digital Video Advertising Spent on Original Digital Video Content andOther Digital Video Content - Three Year TrendAgencies 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.

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)


Percent of Respondents Who Say Funding Will Increase

Original Digital Video

Spending$$$$

TV (net)

Total 63%Agency* 68%

Marketer* 55% Cable TV


Marketer* 19%

Broadcast TV


Marketer* 42%

Interactive TV

Total 23% Agency* 30%

Marketer* 13%

Overall Expansion of Ad

BudgetsTotal 41%

Agency* 36% Marketer* 48%

Non-Digital/ Non-TV Ads

Total 22%


Non-Video Digital Ads

Total 29%


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.

Q150 You 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


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)

Agreement with Statements Regarding Original Digital Video ContentOverall, 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.

Original digital video programming will begin to become as important as original TV programming in the coming 3 - 5 years.

I'd more likely advertise on original digital video if there were research that proved that it works as well/better than TV at generating sales.

Original digital video programming is compelling.

Original digital video programming will begin to become as important as original TV but it will take more than 5 years.

I would spend more advertising on original digital video if there were more consistency in ad formats across sites so I could buy scale.

I'd be more likely to advertise on original digital video if there were research that proved that it works as well/better than TV ads at branding.

Digital metrics that are consistent with TV would increase the amount of dollars allocated to advertising on original digital video programming.

I would spend more advertising on original digital video programming if I could buy it more like TV advertising (i.e. GRPs and TRPs).

TV media buyers/planners are a roadblock in our increased spending on advertising on original digital video programming.

33%

30%

28%

28%

27%

26%

26%

21%

20%

42%

49%

46%

37%

43%

52%

48%

46%

35%

75%

79%

74%

65%

70%

78%

74%

67%

55%

Somewhat Agree Column1

Agency 26%

Marketer 16%

Agency 36%

Marketer 29%

Top Box Notable Differences:

Agency 33%

Marketer 26%

Percent Rating 4 to 5 on a 5-Point Scale (Ranked by 5 Rating)


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


Average Percent

% Change in Original Digital Video Spending Allocated Due to NewFronts

2012 - 2014Total 25%

Agency 26%Marketer 21%


32% 31%

34%36%

34%

38%40% 39%

41%

2012 20122013 2013 201420142014

Percent of Original Digital Video Content Advertising Allocated Due to the Digital Content NewFronts - Three Year TrendEach 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.

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)

2012 2013


2013 Digital Content NewFronts: In Their Own Words

Q163a: How did the 2013 Digital Content NewFronts affect your advertising on original digital programming content?

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.”—AgencyIncreased 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



Budget change/increase (Net)

I committed more than I had planned to at the NewFronts.

During the course of the year I spent more than I had planned to due to the NewFronts.

The 2013 NewFronts encouraged me to increase my budget for advertising on original digital programming content in 2014.

Asked for more information/did research (Net)

I did more research into original digital programming content.

I asked my agency for more information about advertising on original digital programming content.

90%

45%

47%

57%

64%

57%

97%

49%

48%

63%

55%

55%

83%

40%

47%

50%

74%

59%

60%

MarketerAgencyTotal

2013 Digital Content NewFronts: Effect on Original Digital Content Advertising9 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.

Q163b In 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)


• Importance of Multi Platform Solutions

• How Digital Video Advertising Is Currently Purchased

• Adoption of Cross Platform Buys

Trends



Importance of Multi-Platform Solutions That Include TV and Digital Video Under One Media BuyOverall about eight in ten advertisers say that a multi-platform solution including TV and digital video under one buy is important.

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 )

Not at All/Not Very important

Neither Important nor Unimportant

Very Important

Extremely important

Extremely/Very important

2%

19%

49%

30%

79%

1%

15%

46%

39%

85%

1%

17%

47%

35%

82%

TotalAgencyMarketer


Usage of Digital Video Advertising OptionsAgencies 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.


Q175 Which of these digital video advertising options do you currently use?

Base: Respondents Involved in Digital Video (280) Agency (155) Marketer (125)

Spend Directly (Net)

Spend directly with premium video sites

Spend directly with any digital media brand(s) that offer video advertising

Use Ad Network (Net)

Use a digital video ad network

Use a traditional digital ad network

Buy Package (Net)

Buy a “package” through TV networks that include digital ad opportunities

Buy a cross-platform “package” from a cable/satellite provider

77%

62%

48%

71%

55%

50%

66%

52%

45%

80%

68%

50%

76%

63%

54%

66%

54%

45%

73%

54%

46%

65%

46%

46%

66%

49%

46%

Marketer

Agency

Total


Average Percent


26% 25% 26%

30%28%

32%

35%33%

37%

2012 20122013 2013 20132014 2014 2014

Share of Advertising Spent on TV plus Online Video Cross Platform Buys - Three Year TrendAdvertisers 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.

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?


% Change in Share Spent on Cross Platform

2012 - 2014Total 35%

Agency 32%Marketer 42%

2012


50%

60%

56%

50%

38%

43%

0%

2%

1%

Agency

Marketer

Total

Net Cross Platform Adoption (Increase Minus 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?


Change in Dollars Spent On Cross-Platform Buys - 2013 vs. 2012Overall advertisers adopted cross platform buys at a high rate in 2013. Agencies in particular increased their dollar spending on cross platform buys over 2012.


Cross Platform SpendingPercent saying spending will increase, maintain, decrease

50%

58%

55%


52%

60%

56%

47%

39%

42%

1%

1%

2%

Agency

Marketer

Total

Net Cross Platform Adoption (Increase Minus 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?


Change in Dollars Spent On Cross-Platform Buys - 2014 vs. 2013Cross 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.


Cross Platform SpendingPercent saying spending will increase, maintain, decrease

51%

58%

54%


Contacts:

Randy Cohen

[email protected]

Tedd Speck

[email protected]

Erin Firneno

[email protected]

Sherrill Mane

[email protected]

Kristina Sruoginis

[email protected]

What Advertisers Think™

The More You Know

The Stronger Your Brand

The More You’ll Sell™

mailto:[email protected]





Documents

2014 Custom Study | P. 1 What Advertisers Think ™ The More You Know The Stronger Your Brand The More You’ll Sell ™ Digital Content NewFronts: Video Ad