and Digiday: Video State of the Industry Report

Posted by IAB Australia On May 07, 2012 Research & Resources

The Sight Sound Motion Combo: Online Video Remains Wedded to TV Advertising

Sight, Sound, Motion – the pull of sight, sound and motion that is video advertising – captivates advertisers, regardless of medium. Without doubt, online media has heightened advertisers’ quest for proof that their video campaigns are working. But results from our semi-annual poll of predominately digital agencies, brands, publishers and ad networks or intermediaries that comprise the marketplace for online advertising, report that television and online video continue to be planned and bought in tandem.

It’s precisely because Digiday’s constituency of media and marketing professionals are overwhelmingly “digital” in their outlook, that it is all the more striking that a large margin of survey respondents see online video as being more aligned with television than display advertising.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.