Key Findings - Yahoo

[Pages:18]Key Findings

From the

BrightRoll 2015 Advertising Agency Survey

2015 BRIGHTROLL AGENCY SURVEY Survey Goals:

The BrightRoll research team is committed to understanding what matters most to the world's premier advertising agencies. Year-over-year, our team mines for insight into trends and topics that deserve more attention. How do agencies allocate their media budgets? How have agency RFPs changed over time? What metrics they most frequently use to measure success? It is our goal to uncover interesting, relevant, and valuable insights that video advertisers may use to grow their business.

2015 BRIGHTROLL AGENCY SURVEY Methodology:

Working with all of the top global media agencies, BrightRoll has access to unique industry data and perspectives. Over the last three years, the BrightRoll research team has conducted an annual survey of US advertising agencies. The regular deployment of this survey has allowed us to build a unique database that showcases trends in agency behavior over time. Our survey allowed for a three-week collection period for responses, with two email reminders. We incentivized participation with a drawing to win an Apple iPad. In December of 2014, we collected 120 responses to this survey, aggregated the data, and compared it to the results of previous years. The BrightRoll research team sifted through the results and selected six of the most interesting takeaways to share.

2015 BRIGHTROLL AGENCY SURVEY Key Findings:

Agencies report that: Digital video is becoming mainstream. Online video advertising is effective. Confidence in programmatic is growing. Completed views, conversions, and brand lift are the metrics that matter most. Targeting tops the list of digital video benefits. Mobile and tablet spending are poised for growth.

Digital video is becoming mainstream.

2015 BRIGHTROLL AGENCY SURVEY

We asked agencies: What portion of your RFPs include a video ad component? In 2011, 25.6% said a majority; in 2014, that number grew to 48.3%. That's an increase of 88.6% in only three years.

What percent of your digital RFPs included a video ad component in the last 12 months?

25.6% 30.2% 38.1% 48.3%

2011

Source: BrightRoll 2015 Agency Survey, Dec 2014

2012

2013

Majority

2014

Online video advertising is effective.

2015 BRIGHTROLL AGENCY SURVEY

We believe that digital video is effective, but we were surprised by this response: 72% of agency respondents said they believed online video advertising is as effective or more effective than TV.

10% 18%

In your experience, how effective is online video advertising when compared to the following alternatives?

31%

Online video is more effective than TV Online video is about the same as TV Online video is less effective than TV I don't know

41%

Source: BrightRoll 2015 Agency Survey, Dec 2014

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