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Direct Response Marketing

Ad Buyers: Shift From TV to Digital is Real

14 Aug, 2013 By: Doug McPherson


WASHINGTON – About 70 percent of agency and marketer attendees at the 2013 Digital Content NewFronts said they think it’s likely buyers will shift more budget away from TV and into digital video during the next 12 months, according to a new report from the Interactive Advertising Bureau (IAB).

One in three buyer attendees said the Internet ad industry marketplace positively impacted their plans for digital video advertising buys, with 78 percent stating that they walked away from the weeklong series of presentations with at least one new opportunity for their company or a client.

Another trend spotted at the NewFronts is increasing activity across media boundaries. Sixty-four percent of ad buyers with responsibility for multiple media platforms said they anticipated their “TV plus Digital Video” buys to increase over the next year.

Other key takeaways from the report include buy-side attendees requesting shorter event times at next year’s NewFronts (74 percent), as well as a dedicated NewFronts app with up-to-date schedules, info and more (63 percent).

The 17 NewFronts presentations attracted approximately 5,000 total attendees. Three-quarters of the survey respondents attended three or more events, indicating that the NewFronts are among the interactive industry’s most popular events.

Randall Rothenberg, president and CEO of IAB, said this year’s event “provided a pivotal turning point in the minds of many media buyers, who now grasp digital video’s power and reach.”

IAB led and managed the 2013 NewFronts events that featured presentations from Alloy Digital, AOL, blip, CBS Interactive, Condé Nast Entertainment, Disney Interactive, Google, Hulu, Microsoft Advertising, Univision Communications, VEVO, Yahoo! and Zynga.

To review more findings from the survey, please visit: iab.net/newfrontssurvey.


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