Video ad spending comes from print, online display budgets
Digital video ads will see a big bump in investment during the next year in Australia, with nearly nine out of 10 advertisers planning to increase spending, according to a July 2013 survey from digital video platform Adap.tv and the Interactive Advertising Bureau Australia (IAB Australia). The greatest percentage of marketers said they would be transitioning money from their online display and print budgets—44% each—to reallocate spending to digital video. Thirty-eight percent of respondents also planned to transition dollars from their free-to-air (FTA) TV budgets to digital video, and 25% said some dollars would come from funds previously designated toward pay TV ads.
Even as more advertisers put money to digital video, however, there are still barriers holding them back from even greater increases. Both publishers and ad agencies in the survey rated a lack of premium inventory as the biggest hindrance to devoting even more spending to the format, at 45% and 36%, respectively. When asked specifically which digital video inventory was the most scarce, long-form content topped the list among publishers, while among agencies, half considered Australian-based inventory particularly scarce.
PricewaterhouseCoopers (PwC) estimated in June 2013 that video ad spending in Australia would reach $134 million this year, and more than double by 2015.
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