Digital Video for Brands in the US: Challenges to Consider and Questions to Ask Ahead of the NewFronts - eMarketer

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Digital Video for Brands in the US: Challenges to Consider and Questions to Ask Ahead of the NewFronts

eMarketer Report

By: eMarketer

Published: April 13, 2016

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

Executive Summary

Sorting through the myriad options for advertising opportunities can seem overwhelming. As brands shift budgets from linear TV to digital video, they are faced with decisions about what platforms work best, what publishers to partner with and how to assess campaign success in a fragmented, evolving media landscape.

  • There is no right way to approach a digital video campaign. With platforms evolving and publishers proliferating, there are too many choices to have a clear understanding of how any one campaign will play out. Marketers must be deliberate about objectives and selective about partners.
  • There is no standard for digital video campaign success. Marketers should establish their intentions and follow through. Key performance indicators (KPIs) must be determined by the type of ad, the intended audience and the platform on which it runs.
  • More video is being watched on mobile than PCs, but all screens are relevant. Marketers need to consider how ads will be viewed on everything from a 4-inch smartphone to a 50-inch TV screen.
  • If you think millennials are the only target audience for digital video, you are missing a lot of potential consumers. Nearly 32% of US millennials watch digital video content at least once per month. But so do a nearly equal share of those between 35 and 54.
  • Buying ad space around digital video content is not the same as buying around linear TV. Even savvy brands may struggle to realize digital content is not produced on an annual schedule, that viewers are not locked in to a viewing schedule and media plans are not made months ahead.
  • TV remains important, maybe even essential.

"US digital video ad spending is growing faster than spending on all other formats in both mobile and desktop."

Table of Contents

For Brands, Opportunity and Confusion

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The Challenges

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The Questions

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26 charts are included in the full report:

Digital Video for Brands in the US: Challenges to Consider and Questions to Ask Ahead of the NewFronts

US Digital Video Ad Spending, by Device, 2014-2020 (billions and % change)

For Brands, Opportunity and Confusion

Level of Understanding of the Digital NewFronts Among US Buy-Side Professionals, by Industry, April 2015 (% of respondents)

US TV* vs. Digital Ad Spending as a Percent of Total Media Ad Spending, 2014-2020

Attitudes Toward Original Digital Video (ODV) Programming/Content* Among US Buy-Side Professionals, April 2015 (% of respondents)

The Challenges

Weekly Time Spent with Select Media/Devices Among US Consumers, by Age, Q4 2015 (hrs:mins)

US Digital Video Viewer Share, by Age, 2014-2020 (% of total)

Expected Change in Consumer Time Spent Viewing Video According to US Advertising Professionals, by Type, Feb 2016 (% of respondents)

Determining Budget Benchmarks

US Digital Ad Spending Growth, by Device and Format, 2015-2020 (% change)

US Digital Video Ad Spending Share, by Device, 2014-2020 (% of total media ad spending)

US Digital Ad Spending Growth, by Device and Format, 2015-2020 (% change)

Ways in Which US Buy-Side Professionals Will Fund Increased Digital Video Ad Spending, by Industry, April 2015 (% of respondents)

The Questions

Obstacles to Spending More on Original Digital Video (ODV) Advertising* According to US Marketers vs. Agency Professionals, April 2015 (% of respondents)

How Should I Measure the Effectiveness of Digital Video Advertising?

Level of Confidence in ROI for Recent Digital Video Ad Purchases Among US Ad Agency Professionals, July 2015 (% of respondents)

Obstacles to Spending More on Original Digital Video (ODV) Advertising* According to US Marketers vs. Agency Professionals, April 2015 (% of respondents)

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

What Media Platforms and Channels Do I Need to Be On? What Publishers Should I Partner With?

Digital Video Ad Spending Share According to US Senior Ad Buyers, by Platform, 2015-2017 (% of total)

Should I Try Branded Content?

Challenges of Investing in Branded Video According to US Ad Buyers, Agencies vs. Brands, Aug 2015 (% of respondents)

Top 5 Industries, Ranked by Number of Branded Video Ad Views Worldwide, Dec 2015 (millions)

On What Devices Should I Be Focusing My Efforts?

Average Time Spent per Day with Digital Video by US Adults, by Device, 2015 (hrs:mins)

US Digital Video Viewers, by Device, 2014-2020 (millions, % change and % of total digital video viewers)

US Connected TV Users, 2014-2019 (millions and % change)

Change in 2015 Digital Video Ad Spending According to US Agency vs. Brand Professionals, by Device/Platform (% of respondents)

US Digital Video Ad Impression Share, by Device and Industry, Q3-Q4 2015 (% of total served by Tremor Video)

Video Ad Spending Share According to US Senior Ad Buyers, by Platform, 2015 & 2016 (% of total)

US Primetime TV Upfront Ad Sales, Cable vs. Network TV, 2011-2016 (billions)

Primary Platform Used by US Senior Ad Buyers to Launch New Video Campaigns, Dec 2015 (% of respondents)