Look Out for the Video Advertising Generation Gap

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New research from Turn Marketing Platform reveals that young agency execs are leading a revolution in how video ads are used and measured by brands.

New research from Turn Marketing Platform reveals 57% of ad agency professionals who do not wholly trust the metrics currently in use are under the age of 30. Furthermore, these younger professionals comprise 60% of respondents who argued that video is an ineffective medium in some cases. The findings also noted that:

  • Media agency professionals prefer to see good audience metrics (56%) and context and quality (62%) from publishers and ad networks rather than viewability metrics (48%).
  • Only 28% of under 30s place viewability as a key requirement from the supply side.
  • Advanced viewability options such as GroupM or AVOC are in use by just 30% of brands.

To access a full copy of the report, go to turn.com/r/2017agencyreport.

Turn’s survey of more than 200 media agency professionals reveals that online conversions (40%) and clickthroughs (39%) are still being cited as the chief measures of campaign success for video. Advanced viewability options such as GroupM or AVOC (audible and viewable on completion) are in use by just 30% of brands.

Paul Alfieri, SVP, Turn Marketing Platform said, “While only 28% of younger execs who are buying media say viewability is a key requirement from the supply side, the discrepancies do not prove one generation correct and the other incorrect. Where one group has grown up with digital and challenges incumbent metrics, the other has experienced the rise and transformation of television first-hand.”

Clearing murky waters?

Despite recent news that some supply-side platforms (SSPs) were reselling inventory or misstating which publishers they represent, fraud-free guarantees (41%), standardized success metrics (46%) and premium inventory (40%) ranked as the three lowest tactics for getting brands to invest more in online video. Three quarters (76%) of under 30s place ad fraud as a less than crucial concern with respect to video.

By contrast, the ability to use new formats such as vertical video or 360 video took the lead, rated by 51% of respondents as a key factor in encouraging spend.

Shifting budgets

In terms of where the budgets for programmatic video are coming from, most (67%) see the budget originating from linear, broadcast TV spend. A logical migration towards more targeted engagement and greater efficacy as marketing channels continue to proliferate.

Interestingly, only 23% report seeing new budgets created for video spend, suggested the move to programmatic video is driven by a need for ad spend to work harder rather than a reflection of larger overall marketing budgets.

Supply side standards

Pricing transparency (66%) and inventory quality (73%) have entered the equation for agency professionals, surpassing fraud (65%) as a chief concern with respect to video.

Note to editors:
The study was conducted in February 2017 among 218 agency professionals in the UK by Morar Consulting. Respondents involved in the research included junior, manager and director levels. Company sizes comprised small agencies (up to 50 employees), mid-size (up to 250) and large agencies (over 250).

About Turn Marketing Platform
Turn Marketing Platform delivers real-time insights that transform the way leading media agencies and enterprises make marketing decisions. Turn Platform enables anonymous audience planning, data centralization, cross-device advertising, and advanced analytics, along with point-and-click access to more than 150 integrated technology partners. Headquartered in Silicon Valley, Turn Platform works with the world’s top brands and agencies, including DirecTV, HP, Kia, Kraft Heinz, L’Oreal USA, Thomas Cook and Zales. For more information, visit turn.com or follow @turnplatform.

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Jonathan Gardner
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