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Adap.TV Releases State of the Industry Report, Charts Ad Rise

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Adap.TV released its 2013 Q4 State of the Video Industry report today, giving numbers to the growing video advertising market. In 2013, brands increased their video budgets an average of 65 percent from the previous year. Ad networks and agencies also increased their spending. While experts once predicted that broadcast TV ads would diminish to fund the growth in online video ads, the report show that search and outdoor advertising budgets are expected to be tapped more in the coming year.

Video CPMs are on the rise, says the report, having gone up seven percent year-on-year. Available video inventory has also gone up by a third. Programmatic ad buying has doubled over the previous year, and more agencies and brands are buying mobile video ads.

The report looks ahead to what will happen with online video advertising in 2014. This word cloud (shown at right) is made up of the responses from ad buyers on how online video advertising will shift in 2014. The report also predicts these changes in the coming year:

  • The Winter Olympics will be a big draw for online video advertising.
  • Ad buyers will look for premium inventory purchased through programmatic buys. They'll also want measurements that let them compare online and TV ad effectiveness.
  • Publishers hope mobile video will take off this year.
  • Programmatic ad buying will grow in 2014, even into television advertising.

Download the State of the Video Industry report for free. Registration required.

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