Dive Brief:
- Forrester Consulting surveyed 100 decision-makers from US advertisers, agencies, and media companies on TV and digital video and found that 73% predict an increase in the consumption of full-length shows online.
- Other results from the research include 77% predicting an increase in smartphone video viewing and 79% seeing an increase in smart TV viewing with a direct internet connection.
- One interesting result was 49% predict an increase in traditional TV viewing over the next three years, a figure up from 22% in 2013.
Dive Insight:
“Despite tremendous growth in alternative viewing options, TV is not going away,” said Scott Ferber, chairman and CEO, Videology, in a statement. “The future of video advertising is not about a one-way shift to digital video, it’s a holistic approach to all screens. The lines between TV and video are all but indistinguishable to consumers, and the most successful advertising will take that same approach.”
Other results from the research include 72% expecting that video buying will become more programmatic in the next three years; 71% thinking advertisers will shift dollars from linear TV to digital channels in the coming years, up from 65% in 2013; and 76% believing technology will be a crucial component for success, an increase from 66% in 2013.
Ad fraud and viewability issues were both cited as concerns by around half of respondents.
“These concerns and challenges are directly in line with what we’ve heard from the industry and we’ve designed our technology to help solve them,” said Ferber. “Our platform allows users to plan and activate data across devices in a measureable way that produces superior results.”