AUTHORS

Disruptomatic
Angela Natividad
Angela Natividad is a freelance copywriter, journalist and strategist based in Paris. She co-founded AdVerveBlog.com, a blog and podcast about ads and design, and writes MarketingProfs' “Get to the Point!: Social Media” newsletters. She likes people and animals, but not as much as books.
Tweet her @luckthelady.
James Martin
James Martin is the community manager of music & TV tradeshows midem & MIPTV/MIPCOM. He edits their respective industry news & trends blogs (blog.midem.com & mipblog.com) and also covers video games and technology for French cultural weekly A Nous Paris
Tweet him at @jamesmart_in
Stuart Dredge
Stuart Dredge is a freelance journalist based in the UK. He writes about digital music for Music Ally, and about apps and mobile for The Guardian, The Sunday Times and The Appside, as well as his own Apps Playground site.
Tweet him @stuartdredge

3/4 of Online Video Buyers are Planning TV + Online Video Pushes Together

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.