U.S. Media Planner Survey Takeaway: Disruption Reigns!

Specifically the study identifies the disruption and decline of television mobile opportunities and the rapidly growing focus on programmatic as key trends in the rapidly changing advertising world The good news for those of us in the digital placebased DPB arena is that planners indicate these changes will fuel the growth of our sector over the next several years quotour sectorquot being the screens people see during their daily journeys in airports taxis office buildings elevators gyms restaurants shopping malls etcLetamp8217s look at some of the findingsTelevision in DeclineMore than twothirds 68 of media planners rated TV high in effectiveness today but just under onehalf 49 believe TV will be as effective in three yearsThere is no denying the dominance of television in all its forms on the video landscape but at the same time it is quite apparent this influence is trending in a much different directionMobile OpportunitiesWhile television is in decline planners expect other screens39 shares of media budgets to rise over the next three years mobile 86 online 67 DPB 34These results speak to the rationale behind the DPAA39s quotVideo Everywherequot strategy Sixty percent of those surveyed regard video everywhere ie integrated multiscreen campaigns as important in delivering advertising impressions with 84 saying they will be important in three years The planners said that DPB screens will more than double in importance 56 vs 27 to the video everywhere strategy in three years39 timeIn addition even though DPB and mobile are often thought to complement each other there was a sharp drop in the percentage of planners who indicated they would fund a DPB buy out of mobile 12 this year vs 22 last year So our advice to DPAA members is to emphasize their synergy and compatible executions with mobileRise of ProgrammaticNearly nine out of 10 planners 88 said they are buying programmatically for all brands they work on today Among this group 28 of their total media spend is being bought programmatically Three years from now they expect this figure to grow to 48 of budgets The importance of programmatic to the DPB industry is made clear by the fact that 67 of planners said they would be more likely to recommend DPB as part of media plans given its availability in programmatic buying systemsOther Noteworthy DPB FindingsSlightly more than half 504 of planners said their recommended media plans included DPB in the past 12 months up from 459 in 2014National TV outpaced local TV as a potential source of budgets for DPB buys by a margin of 20 to 15 suggesting that a substantial number of planners regard DPB as more of a national medium than they do traditional outdoorThe three primary reasons planners gave for including DPB in their media plans were geotargeting 62 reaching a specific audience 57 and connecting with consumers on the path to purchase 50 Notably the sharpest increase for including DPB was for video everywherevideo agnostic planning up to 20 from 9 in 2014This study provides quantifiable verification of what we have been witnessing over the past couple of years namely that video agnosticvideo everywhere planning and programmatic are where media plans are heading and that digital placebased media stands to gain tremendously because of these trendsThe input from the 310 surveyed planners employed at fullservice media services and digital ad agencies helped us shape the agenda for our eighth annual Video Everywhere Summit in New York on November 3 Sessions will include programmatic a video agnostic debate mobileDPB case studies and other topics designed to help make sense of our everchanging video media worldThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggersamp160 amp160amp160

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U.S. Media Planner Survey Takeaway: Disruption Reigns!

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Barry Frey

We Are the Outliers - By Jack Myers

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U.S. Media Planner Survey Takeaway: Disruption Reigns!

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Barry Frey

We Are the Outliers - By Jack Myers

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