Three Stats That Illustrate Video and TV’s Complementary Nature
By Sandy Drayton |
Video and TV are the advertising world’s ultimate example of symbiosis. While it often seems that media spending on the two formats is caught in a perpetual tug of war, advertisers are increasingly pairing the two formats to drive campaign goals. Whether we’re talking about programmatic TV, multiplatform campaigns, or new ways of experiencing live events, there are lots of options for powering brand campaigns with TV and Video. Here are three stats from eMarketer that reflect the complementary nature of the two:
More advertisers are investing in cross-platform campaigns
More and more, both advertisers and consumers are making less of a distinction between TV and video. Media investment trends in cross-platform campaigns confirm this. According to one recent study of ad budget spending on “cross-platform” campaigns (including both TV and video) by US agencies and marketing professionals, investment increased from 29% to 35% of budgets between 2014 and 2016. While six percentage points may not seem like much, when you consider total US ad spending in 2016 was close to $200 billion, this adds up to more than $10 billion dollars.
Programmatic TV is gaining in importance
Another example of how TV and video ads are converging is the growth of programmatic TV, which lets advertisers run TV campaigns with the same automation and targeting options typically reserved for programmatic video. Recent research by the ANA and Forrester found that 32% of US marketers had purchased TV programmatically in 2016, a growth of 19 percentage points from the number who did so in 2014.
Live video ads are starting to look more like live TV
As more consumers “cut the cord” or shift to viewing online, it is impacting the way advertisers buy air time during high-profile live events like award shows and sports. Both the number, and length, of ads shown during live video streams appears to be growing. A study by FreeWheel found two interesting things: the average length of ads airing in live video was often greater than what airs in on demand content, and the quantity of ads displayed during live video streams was also greater than the number broadcast during on demand video content.
Video and TV have always been great complements and, as this new evidence demonstrates, the relationship is getting deeper than ever before. Expect to see further evidence that demonstrates the continuing merger of these two media partners in the year to come.