Encuesta de Publicidad Online en Estados Unidos, 2015

Key Findings From the

BrightRoll 2015 Advertising Agency Survey

2015 BRIGHTROLL AGENCY SURVEYSurvey Goals:

The BrightRoll research team is committed to understanding what matters most to the world’s premier advertising agencies. Year-over-year, our team mines for insight into trends and topics that deserve more attention. How do agencies allocate their media budgets? How have agency RFPs changed over time? What metrics they most frequently use to measure success? It is our goal to uncover interesting, relevant, and valuable insights that video advertisers may use to grow their business.

2015 BRIGHTROLL AGENCY SURVEYMethodology:

Working with all of the top global media agencies, BrightRoll has access to uniqueindustry data and perspectives.

Over the last three years, the BrightRoll research team has conducted an annual survey of US advertising agencies. The regular deployment of this survey has allowed us to build a unique database that showcases trends in agency behavior over time.

Our survey allowed for a three-week collection period for responses, with two emailreminders. We incentivized participation with a drawing to win an Apple iPad.

In December of 2014, we collected 120 responses to this survey, aggregated the data, and compared it to the results of previous years. The BrightRoll research team sifted through the results and selected six of the most interesting takeaways to share.

2015 BRIGHTROLL AGENCY SURVEYKey Findings:Agencies report that:

Digital video is becoming mainstream.

Online video advertising is effective.

Confidence in programmatic is growing.

Completed views, conversions, and brand lift are the metrics that matter most.

Targeting tops the list of digital video benefits.

Mobile and tablet spending are poised for growth.

Digital video is becoming mainstream.

2015 BRIGHTROLL AGENCY SURVEY

We asked agencies: What portion of your RFPs include a video ad component? In 2011, 25.6% said a majority; in 2014, that number grew to 48.3%. That’s an increase of 88.6% in only three years.

25.6%

2011 2012 2013 2014

30.2% 38.1% 48.3%

What percent of your digital RFPs included a video ad component in the last 12 months?

Source: BrightRoll 2015 Agency Survey, Dec 2014

Majority

Online videoadvertising is effective.

2015 BRIGHTROLL AGENCY SURVEY

We believe that digital video is effective, but we were surprised by this response: 72% of agency respondents said they believed online video advertising is as effective or more effective than TV.

In your experience, how effective is online videoadvertising when compared to the following alternatives?

Online video is more effective than TV

Online video is about the same as TV

Online video is less effective than TV

I don’t know

41%

31%

10%

18%

Source: BrightRoll 2015 Agency Survey, Dec 2014

Confidence in programmaticis growing.

Agency respondents show confidence in programmatic. 4X more respondents plan to dedicate a majority of digital video budgets to programmatic in the next twelve months.

2015 BRIGHTROLL AGENCY SURVEY

What percent of your overall digital video budgetdo you expect to be programmatic in the next 12 months?

63%43%

32%6% 22%

Minority

35%

MajorityAround Half

2013 2014

Source: BrightRoll 2015 Agency Survey, Dec 2014

Completed views, conversions, and brand lift are the metrics that matter most.

Click-thru is relevant, but its importance is declining. Agency respondents ranked completed views, conversions, and brand lift as the three metrics that mattered most.

2015 BRIGHTROLL AGENCY SURVEY

What is the most important success metric for yourdigital video campaign?

Completed views -Conversion -

Brand lift -Viewability -

CTR (Click-thru-rate) -Inventory quality -

GRP/TRP (gross/targeted rating point) -Validated impressions -

Sales impact -

20%

18%17%

14%

10%7%

6%5%

4%

Source: BrightRoll 2015 Agency Survey, Dec 2014

Targeting tops the list of digital video benefits.

Over half of agency respondents report that targeting capability is the mostvaluable aspect of digital video. That’s more than reach, price, format, creative reuse, and “other” benefits combined.

2015 BRIGHTROLL AGENCY SURVEY

Which aspect of digital video advertising doyour clients view as most valuable?

Targeting capabilities

Reach

Other

Price relative to TV

Ad unit format

Ability to reuse creative

56%20%

8%8%

7%

2%

Source: BrightRoll 2015 Agency Survey, Dec 2014

Mobile and tablet spending are poised for growth.

60% of agency respondents agree that mobile video is where they expect the largest increase in digital media spend. 79% of agency respondents are likely to dedicate budget to tablet video — a 17% YOY increase.

2015 BRIGHTROLL AGENCY SURVEY

Which ad category do you expect to see the largest overall increase in digital media spending this year?

How likely are you to devote a portion of yourvideo ad budget to the following?

60%48%

27%13% 13% 12%

27%

52% 68% 79%

Video - mobile

Video - desktop

TV (programmatic

)

Social media

Search advertising

Display - desktop

Display - mobile

Results: Very likely/likely: tablet

2012 2013 2014

Source: BrightRoll 2015 Agency Survey, Dec 2014

2015 BRIGHTROLL AGENCY SURVEYSummary of Findings:Agencies report that:

Digital video is becoming mainstream.

Online video advertising is effective.

Confidence in programmatic is growing.

Completed views, conversions, and brand lift are the metrics that matter most.

Targeting tops the list of digital video benefits.

Mobile and tablet spending are poised for growth.

BrightRoll works with the top 15 advertising agencies. Learn more.

of AdAge 10087

10largest DSPs

15,000websites

6,000mobile web & apps

100+leading video service partners in data, research, creative

services, and technology and infrastructure.

35/50of top publishers

Top 15agencies

18 of 20top ad networks

MOBILEWEB &APPS

DESKTO

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EXCHANGES

SSPs

PRIVATE MARKETPLACEBRANDS

ADNETWORKS

ATDs

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ADVE

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