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Key Findings

From the

BrightRoll 2015 Advertising Agency Survey

2015 BRIGHTROLL AGENCY SURVEY


Survey Goals:
The BrightRoll research team is committed to understanding what matters most to
the worlds 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 SURVEY


Methodology:
Working with all of the top global media agencies, BrightRoll has access to unique
industry 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 email
reminders. 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 SURVEY


Key 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%. Thats an increase of 88.6%
in only three years.
What percent of your digital RFPs included a video
ad component in the last 12 months?

25.6%

30.2%

38.1%

48.3%

2011

2012

2013

2014

Majority
Source: BrightRoll 2015 Agency Survey, Dec 2014

Online video
advertising 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 video
advertising when compared to the following alternatives?

10%
31%

18%

Online video is more effective than TV


Online video is about the same as TV
Online video is less effective than TV
I dont know

41%
Source: BrightRoll 2015 Agency Survey, Dec 2014

Confidence in programmatic
is growing.

2015 BRIGHTROLL AGENCY SURVEY


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.

63%

What percent of your overall digital video budget


do you expect to be programmatic in the next 12 months?

43%

Minority

32%

6%

Around Half
2013

Source: BrightRoll 2015 Agency Survey, Dec 2014

35%

2014

22%

Majority

Completed views, conversions,


and brand lift are the metrics
that matter most.

2015 BRIGHTROLL AGENCY SURVEY


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.
What is the most important success metric for your
digital video campaign?

Completed views Conversion Brand lift Viewability CTR (Click-thru-rate) Inventory quality GRP/TRP (gross/targeted rating point) Validated impressions Sales impact Source: BrightRoll 2015 Agency Survey, Dec 2014

20%
18%
17%
14%
10%
7%
6%
5%
4%

Targeting tops the list of digital


video benefits.

2015 BRIGHTROLL AGENCY SURVEY


Over half of agency respondents report that targeting capability is the most
valuable aspect of digital video. Thats more than reach, price, format, creative
reuse, and other benefits combined.

2%
Which aspect of digital video advertising do
your clients view as most valuable?

7%
8%

Targeting capabilities

8%
20%

Reach

56%

Other
Price relative to TV
Ad unit format
Ability to reuse creative

Source: BrightRoll 2015 Agency Survey, Dec 2014

Mobile and tablet spending are


poised for growth.

2015 BRIGHTROLL AGENCY SURVEY


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

60%

48%
27%

27%
13% 13% 12%

ile

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eo
d
i
V

-m

Vid

eo

How likely are you to devote a portion of your


video ad budget to the following?

p
to
k
s

de

(
TV

am
gr
o
pr

ic)

at

lm

ia

c
So

ng

ia

ed

si
rti

ve

d
ha

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ar
e
S

Source: BrightRoll 2015 Agency Survey, Dec 2014

Di

sp

lay

p
to
k
s

de

Di

ay
pl

ile

-m

ob

52%

68%

79%

2012

2013

2014

Results: Very likely/likely: tablet

2015 BRIGHTROLL AGENCY SURVEY


Summary 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.

Top 15

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top ad networks

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18 of 20

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87

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agencies

AN

35/50

of top publishers

15,000
websites

GE

PA RT N E RS

6,000

mobile web & apps

100+

leading video service partners in data, research, creative


services, and technology and infrastructure.

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