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(% of respondents)
Data is from the April 2017 AOL report titled "2016 State of the Video Advertising Industry." 300 US ad buyers and sellers were surveyed during October 17-November 8, 2016. All respondents were involved in digital video advertising (desktop, mobile or OTT/connected TV). Respondents included ad networks (5%), ad tech providers (18%), agencies (30%), brands (22%), publishers (12%) and both publishers and ad networks (13%).
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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