IAB and Adap.tv - Video State of the Industry Report

The report was based on a survey of 160 mid- to senior-level Australian publisher, agency and marketing professionals about their involvement and attitudes towards digital video. The findings reinforced the view that video is shaping the future of advertising and mobile devices will become an increasingly important part of the video mix.

Other highlights from this first report include:

• 58% of buyers plan digital video alongside their TV plan, though buying responsibilities still tend to fall into the digital group within agencies;
• 52% of the market feels that inventory is scarce, though this opinion is stronger with publisher/ad network representatives than with agency respondents;
• Online video spend is coming from a range of channels, not simply a reallocation of TV budgets; and
• The most popular inventory sources for online video are direct from a publisher (77%); from an ad network (64%) and from an agency trading desk (56%).

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