News: Article

2016

Agency Execs: Higher Regard For Digital TV/Video Platforms

June 10th, 2016 | Read more articles from 2016 or Visit the News Archive
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Originally Appearing at: MediaPost

By: Wayne Friedman

TV/video platforms—big video sites like Hulu and YouTube—continue to get high marks by media agency executives.Some 71% of media agencies are seeing more interest in video sites like Hulu and YouTube than they were a year ago. Only 3% say they are not as interested as they were last year—per ad tech company Strata.

Looking at the ad marketplace overall, nearly 50% of agency executives see an increase in business in the second quarter over the same period last year; 46% says growth in the first half of 2016 will be better than the last six months of 2015.

Comparing all advertising mediums, TV is the top choice for agencies. The survey says spot TV saw a 19% increase in agency favorability from a year ago, while cable TV saw a 24% increase.

With regard to online video advertising deals, almost half of advertisers are “more confident” in their return-on-investment; with 10% “very” confident. But over a third of agencies are still unsure if they are getting a good ROI with online video advertising.

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