Cross-Platform Video Ad Buying: Gaining Ground, but Fraught with Hurdles - eMarketer
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Cross-Platform Video Ad Buying: Gaining Ground, but Fraught with Hurdles

eMarketer Report

By: eMarketer

Published: October 03, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Cross-platform video advertising is emerging as the new norm as buyers distribute ads across a growing range of devices and content platforms. However, significant hurdles remain before industry stakeholders can maximize the business opportunities in an always-on, multiscreen world.

  • eMarketer defines cross-platform video advertising as ads that straddle more than one device or content platform, including desktops and laptops, mobile, social, connected TV and linear TV. However, some ad buyers define it more narrowly to encompass only desktop and mobile.
  • Multiplatform video ad buying is emerging as a new normal as marketers seek to reach consumers on whatever device they happen to be on at any given moment.
  • The ad-buying process is growing in complexity as marketers and agencies make increasing use of outside data management platforms (DMPs) and programmatic buying, while also availing themselves of a mix of deterministic and probabilistic data sets for ad targeting.
  • Many obstacles remain before industry stakeholders can maximize advertising opportunities across the full range of digital and traditional media. These hurdles include inherent differences in how ads are consumed on different platforms, a lack of standardization across desktop and mobile environments (not to mention connected and linear TV) and challenges in measuring and attributing ad performance.

"Increasingly more people are multitasking with additional devices when they watch TV, with smartphones being the most prevalent. This creates opportunities for advertisers to reach users on multiple screens."

Table of Contents

Platform Mix

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Objectives of Cross-Platform Video Advertising

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Breaking Down the Multiplatform Buying Process

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Barriers Holding Back Multiplatform

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16 charts are included in the full report:

Cross-Platform Video Ad Buying: Gaining Ground, but Fraught with Hurdles

US Simultaneous Smartphone & TV User Penetration, 2014-2018 (% of internet users)

Platform Mix

US Adult Simultaneous Internet & TV User Penetration, by Device, 2014-2018 (% of internet users)

US Adult Related-Content Simultaneous Internet and TV Users and Penetration, 2014-2018 (millions and % of adult simultaneous internet and TV users)

US Digital Video Ad Benchmarks: Campaign Share, by Device, Q2 2016 (% of total campaigns served by Videology)

Share of Ad Budgets Spent on Cross-Platform TV/Video Buys* According to US Agency and Marketing Professionals, 2014-2016 (% of total)

Objectives of Cross-Platform Video Advertising

Leading Marketing Priorities Among Marketing Executives Worldwide, by Region, April 2016 (% of respondents)

Data-Driven Capabilities that Have Had Major Impact on Overall Success of Marketing Program According to US Business Decision-Makers, Jan 2016 (% of respondents)

Topics/Developments that Will Command Most of Their Attention in 2016 According to US Digital Marketing/Media Practitioners (% of respondents)

Tactics that Occupied vs. Will Occupy Their Time/Resources According to US Digital Marketing/Media Practitioners, 2015 & 2016 (% of respondents)

Biggest Mobile Opportunities According to US Publishers, May 2016 (% of respondents)

Breaking Down the Multiplatform Buying Process

Multichannel Capabilities at Their Company According to US Senior Marketers, by Tactic, March 2016 (% of respondents)

DMPs

Change in Use of Measurement Providers According to US Advertisers/Agencies vs. Media Companies/Publishers, Feb 2016 (% of respondents)

Important Features When Selecting a Data Management Platform (DMP) According to US Agency and Marketing Professionals, Aug 2015 (% of respondents)

Barriers Holding Back Multiplatform

US Digital Video Ad Benchmarks: Completion Rate, by Device, Q1 2015-Q1 2016 (among impressions served by TubeMogul)

US Digital Video Ad Benchmarks: Completion Rate, by Device and Content Length/Type, Q1 2016 (among ads served by FreeWheel)

Challenges of Digital Advertising in a Multiscreen Environment According to US Brand Marketers and Ad Buyers, May 2016 (% of respondents)