Digiday’s just held its semi-annual poll of digital agencies, brands, publishers and ad networks or intermediaries that comprise the marketplace for online advertising. 48% of advertisers and agencies are already planning TV and video in tandem; 25% will do so in the next 12 months.
In short, nearly 3/4 of all online video buyers are planning unified TV and interactive video pushes for this time next year.
Asked what medium online video should be most aligned with, TV was the overwhelming response. And fewer and fewer people think of online video as a replacement for TV: 2/3rds of respondents (62%) said their use of online video will be a complement to TV, rather than a replacement.
However, only 20% of advertisers expect to buy video ads “at an upfront” this year. For 54% of them, upfront video ad buys will compose less than 5% of their total 2012 buys, down 10% from 2011.
Finally, 2/3rds of buyers say that unified measurement is the key factor needed to link TV and online video. An illustration of how complicated this could be: Brands are increasingly united in calling “brand engagement” their primary campaign engagement (73% of respondents). And while both advertisers and agencies agree that the best metric of success is “brand lift”, the two remain divided about the importance of click-throughs.