Dive Brief:
- A new survey conducted by Unruly found that nearly 70% of U.S. and U.K. marketers have shifted their budgets from television to programmatic video ads.
- A separate study by Integral Ad Science, corroborating the Unruly survey, found that among U.S. digital media buyers, programmatic video ranked highest in terms of growth expectations for 2015.
- However, more spending on programmatic will require marketers to prove the medium's measured value.
Dive Insight:
According to eMarketer, programmatic video spending is set to explode more than 200% to $2.18 billion in 2015. As ad dollars continue to trickle down from TV to programmatic video, they are also being transferred from traditional engagement metrics to "more verified" key performance indicators, or KPIs. Respondents indicated in the Unruly survey that click-through-rate was the last KPI they were looking out for, and were rather more interested in viewability, completed views and interaction.
The same Unruly study asked respondents what the main pull to programmatic advertising was, to which they answered the ability to tap into emotional targeting through this means.
