Programmatic Video Advertising on the Rise, Says New AOL Study

/ Sep 15, 2014

AOLadvertising

Online video advertising is definitely going programmatic, according to a new survey of marketing and media professionals from AOL’s Adap.tv. And the growth is being led by both the buy and sell sides.

Fifty-one percent of publishers surveyed by AOL said they now make their premium inventory available via programmatic channels. While only a 2% increase from the previous year, a more significant change is in the number of publishers who said they don’t make premium video-ad inventory available in programmatic environments — 36% in 2014, down from 64% in 2014. Overall, publishers said 30% of their inventory is now sold in a programmatic fashion.

Spurring the adoption are private marketplaces, according to the study, which reports a 60% jump in the number of publishers operating private marketplaces in 2014 (32%) compared to 2013 (20%).

Among buyers, brands are leading the programmatic charge, apparently. Some 60% brand video spending is allocated toward programmatic channels, compared to traditional or direct publisher sales. When professionals from agencies/trading desks and ad networks were asked the same question, respondents indicated that only 38% and 44%, respectively, of their video spend went to programmatic.

That said, there is still an issue of buying “premium” inventory through programmatic means. For instance, though brands purchased 60% of video inventory programmatically, only 23% of this was referred to as “premium.” Yet across all buyers surveyed, 60% found premium inventory to be available via programmatic means. This suggests a disconnect remains for buyers, who might be adopting programmatic but don’t view it as the primary method for accessing premium content. “Judging by their budgets, brands may have discovered that plain-old video performs just as well when purchased programmatically as does premium inventory,” the study argues.

Another issue: Ad viewability, which 62% of buyers and 58% of sellers cited as a chief concern in online video advertising, placing ahead of ad fraud like bot traffic (buyers: 60%, sellers: 41%) and ad verification/placement (buyers: 40%, sellers: 26%).

The whole study, which also goes into programmatic in TV advertising as well as how buyers are shifting existing budgets to move more into online video advertising, can be downloaded here.

Tags: , , , , ,


facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries

 
vincent-cacace-vertebrae

Getting to the Spine of VR’s Monetization Challenges with...

 
meredith_brandfront_videoink_300x250

Meredith Hosted Its Own “Front” Stacked with 20 New Series

 
complex-networks-hearst-verizon

Verizon and Hearst Move RatedRed.com and Seriously.TV Under...

 
Twitter

Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

 
YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

 
Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

 
A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

 
Defy Media

Defy Media Close $70 Million Series B Funding Round

 
YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...

 
Yahoo Esports

‘Yahoo Esports Live’ Serves Up Reeses Puffs with...

 
univision

Univision and Lionsgate Team for SVOD Movie Service for U.S. Hispanics

 
People Entertainment Weekly PEN

People/Entertainment Weekly Ad-Supported OTT Service Preps for Launch

 
George_Kliavkoff Jaunt VR

Jaunt VR Hires Hearst Exec George Kliavkoff as CEO

 
Making a Murderer Netflix

‘Making a Murderer’ Scores for Netflix at Creative...

 
Future Man Hulu Josh Hutcherson

Hulu Orders ‘Future Man’ Series Starring Josh...

 
Heirloom Paten Hughes Tom Wopat Vimeo

How an Actress’ Real-Life Tomato Farm Inspired the New...

 
Robert Redford and Jane Fonda Electric Horseman

Netflix Rolls Camera on Robert Redford & Jane Fonda...

 
AmazonBox

Amazon Greenlights Docu-Series on Tennis Star Novak Djokovic

 
FCC Chairman Tom Wheeler 2-4-15

It’s Apps or Else: FCC Chairman Wheeler Clarifies Rule...