Given their positive outlook on digital video, it’s not surprising that a leading one-quarter of respondents said they expect online video to have the highest growth in media spending this year, with mobile video (23%) close behind. By contrast, direct response (32%), TV (25%), and connected TV (15%) are the categories that respondents expect to see the lowest amount of growth.
- Asked digital video’s most limiting factor, 1 in 3 respondents said that the price is too high, although the researchers note that that’s a significant drop of 15% from last year’s survey.
- 36% of respondents believe that behavioral is the most valuable form of targeting, and close to one-third say that lifestyle is the type of targeting they expect to use most in their video advertising this year.
- Respondents say that GRPs or TRPs are the audience measurement form that clients value most for video advertising, with this form growing in importance from last year.
- Completed views emerge as advertisers’ most important success metric, followed by brand lift.
- Asked where they’d like to see additional research, a leading 32% of respondents pointed to video’s impact on offline purchase behavior, with the translation of GRP to online video buying next at 23% of respondents.
- More than 1 in 3 respondents believe that around half or more of their digital budgets will likely be programmatic in the next 12 months.
- The leading benefit of programmatic buying for digital advertising is its pricing efficiency (34%), with targeting (27%) also a key benefit.