70% of Marketers Have Shifted Budgets From TV to Programmatic

Is programmatic ad buying taking off? Like a rocket! The marketing technology experts at Unruly released their Programmatic Video Pulse 2015 survey results today, showing widespread use of programmatic buying. The survey questioned 1000 senior brand and agency marketers, half in the U.S. and half in the U.K.

Big Budget Shift

Unruly-programmaticThe biggest surprise in the survey is that online programmatic video is eating away at traditional TV ad budgets. In the U.S., 70 percent of respondents said they have moved some of their budget from TV to online programmatic video in the past year. In the U.K., 65 percent have done so.

Hit the Bullseye

Why should marketers use programmatic advertising? According the respondents, the biggest draw is the ability for emotional or psychographic targeting. That’s following by demographic targeting, prospect-based targeting, and behavioral targeting. Emotional targeting, by the way, means targeting consumers based on their emotional responses to a specific video.

Success Markers

What KPIs (key performance indicators) are marketers looking at when determining whether or not a programmatic video campaign was successful? According to Unruly’s survey, viewability is the top measurement, followed by completed views, views, and interaction rate. Surprisingly, click-through rate was the lowest scored option.

For much more on the state of online programmatic video advertising, download the full report for free (registration required).


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