Posts tagged with 'AdMonsters'
Despite a growing convergence between TV and online advertising, only half of agencies (50%) currently plan their TV and digital video campaigns together.
However the situation is likely to improve, as more than two-thirds (67%) of those who don’t plan TV and digital video together indicated that they would begin to do so in the next 12 months.
The findings come from research by Adap.tv and AdMonsters into how publishers and agencies view online video.
One of the issues preventing a more joined up approach to online and offline video advertising could be the difficulties involved with measurement.
About 43% of agencies agree (7% strongly) that they simply don’t have the tools they need to enable truly unified planning and measurement of TV and video campaigns.
Real-time bidding (RTB) is a small, but rapidly growing part of the overall display advertising market, which is billed as a way of giving agencies and advertisers better control of their ad buys and costs.
Last year eMarketer predicted that RTB spend in the US will reach $7.1bn by 2016 - nearly a third of the display ad market - up from $1.9bn in 2012.
However RTB also receives criticism for being too complicated, overly expensive and offering poor quality inventory.
With this in mind, AdMonsters and PubMatic have published a new report that examines publisher attitudes towards RTB.
AdMonsters distributed an online survey to its European publisher contacts and carried out several in-depth interviews with experienced RTB users in both the US and Europe.