Adap.tv will present the findings of our State of the Industry survey, drawing on the most influential leaders in digital advertising to offer their assessment of agency efficiency and their evolving role in the creative process.

1. Highest number of respondents ever…908.
Who took the survey?
Ad network/
DSP/SSP
14%
Agency/trading desk
Brand/advertiser
43%
19%
11%
Video content publisher
25%

2. Anticipated video spending increases in 2014.
91%
86%
14%
Agencies
9%
Brands
Yes
No

3. Agencies + brands:
Which budgets will most likely be tapped to fund video advertising?
Online display
3%
26%
21%
Broadcast
Print
Direct response
31%
16%
23%
3%
3%
16%
No other category
Cable
Search
OOH
10%
11%
3%
26%
3%
2013
42%
3%
2010

4. Brands up close—budget shifts into video 2012–2013?
33%
No other category
26%
31%
TV Broadcast
19%
30%
32%
Display
19%
Print
29%
10%
13%
Cable
Direct response
Search
OOH
6%
3%
5%
0%
2013
3%
3%
2012

5. Brands: how do you buy video ad inventory?
75%
From an ad network
61%
68%
Direct from a publisher
From an exchange
From a DSP
Agency trading desk
78%
28%
Programmatic more
than doubles in 2 years.
11
%
21%
11%
18%
0% *Not asked
2013
2011

6. Agencies: How do you buy video ad inventory?
85%
82%
From an ad network
86%
Direct from a publisher
From an exchange
From a DSP
Agency trading desk
73%
34%
19%
36%
Programmatic patronage
nearly doubles, but publisher
relationships have strengthened!
19%
22%
0% *Not asked
2013
2011

7. In your experience, is premium inventory
available via programmatic environments?
48%
Yes
44%
I have no experience with
programmatic buying.
No
We don’t buy
premium inventory.
31%
24%
13%
32%
8%
0% *Not asked
Agency
Brand

8. Publishers: Do you make your most valuable
video inventory available for sale via
programmatic environments?
66%
34%
No
Yes

9. Do you delineate between Web
and mobile inventory?
69%
59%
41%
15%
Yes
No
16%
Sellers
Do not buy mobile.
Buyers

10. Do you delineate between smartphone
and tablet inventory?
61%
53%
39%
35%
12%
Sellers
Yes
No
Do not buy mobile.
Buyers

11. Do existing measurement
standards satisfy your need
for audience guarantees?
Publishers: Do existing measurement
standards satisfy your need for
audience guarantees?
81%
70%
73%
65%
30%
35%
27%
19%
No
Agencies
Yes
Brands
No
All respondents
Yes
Broadcasters