Cross-Platform Video Advertising: Momentum Builds, but Obstacles Remain - eMarketer
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Cross-Platform Video Advertising: Momentum Builds, but Obstacles Remain

eMarketer Report

By: eMarketer

Published: December 05, 2017

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

Executive Summary

This report looks at the practice of cross-platform video advertising, which eMarketer defines broadly as ad campaigns that straddle more than one device or content platform, including desktops and laptops, mobile, social, connected TV and linear TV.

  • Cross-platform video advertising represents an opportunity for digital marketers to expand their reach into the living room while allowing traditional TV advertisers to layer in the benefits of digital.
  • Connected TV sits at the intersection of digital video and linear television, but ad-supported connected TV platforms have yet to attain mass scale, making it difficult to get the reach that many buyers require.
  • Most US digital video inventory is transacted programmatically, but the same isn’t true of connected TV and advanced TV inventory. Those formats are still mainly purchased directly, which has limited the growth potential for cross-screen advertising so far.
  • Measuring cross-platform campaigns is difficult because of inherent differences in the platforms, and because of technical barriers. The industry is working on standards designed to facilitate the tracking of ad performance across connected TVs and other devices.

"The Interactive Advertising Bureau (IAB) and Advertiser Perceptions estimated that 38% of surveyed US advertisers’ budgets would be spent on cross-platform video/TV buys in 2017, up from 34% in 2016 and 32% in 2015."

Table of Contents

Opportunities and Challenges

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The Platform Mix

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Purchase Method

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Targeting Method

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Data Mining and Campaign Metrics

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Industry Standards

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Simultaneous Device Usage

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8 charts are included in the full report:

Cross-Platform Video Advertising: Momentum Builds, but Obstacles Remain

Share of Ad Budget Spent on Cross-Platform TV/Video Buys* According to US Agency and Marketing Professionals, 2015-2017 (% of total)

Opportunities and Challenges

Share of Ad Budget Spent on Cross-Platform TV/Video Buys* According to US Agency and Marketing Professionals, 2015-2017 (% of total)

Expected Change in Cross-Platform TV/Video Spending According to US Agency vs. Marketing Professionals, April 2017 (% of total)

The Platform Mix

Primary Budget Used by US Advertisers and Agencies for Connected TV Advertising, March 2017 (% of respondents)

Purchase Method

US Programmatic Digital Video Ad Spending, 2015-2019 (billions, % change and % of total digital video ad spending)

Data Mining and Campaign Metrics

Biggest Challenges of Using First-Party Data* for TV/Video Ad Buys According to US Marketers, March 2017 (% of respondents)

Simultaneous Device Usage

US Adult Simultaneous Internet & TV Users, 2015-2019 (millions and % change)

US Adult Related-* vs. Unrelated-Content** Simultaneous Internet & TV Users, 2015-2019 (millions and % change)