According to Digiday’s semi-annual poll of predominately digital agencies, brands, publishers and ad networks or intermediaries, the rate of planning television and online video ads together will grow by more than 50% in the coming year. Specifically, 48% of advertisers and agencies already are planning TV and video together, and 25% more will be doing so within the next 12 months. Among leading video buyers, nearly three quarters of all online video buyers will be planning TV and interactive video together by this time next year. Given the choice of with which medium online video should be most aligned – TV, online display or “other” – respondents said TV by more than 23% over those who said display. An 11% minority still said they think online video represents a new medium entirely, but even fewer respondents suggested that online video might be a replacement for TV. Online Video Alignment (% of Respondents)ResponseTVDisplayNeither Align with 49% 40% 11% Time frame Within 12 months 25% Current plan 48% Source: AdapTV/Dididay, April 2012 Nearly two-thirds of respondents across the industry (62%) said that their use of online video is more likely to be a complement to TV rather than a replacement for TV, up slightly from last year. How Video Buyers View Online VideoView% of RespondentsAs direct complement to TV62%As replacement for TV10Neither28Source: AdapTV/Dididay, April 2012 That said, only 20% of advertisers said they expect to buy their video advertising this year “at an upfront,” and for 54% of respondents it was anticipated to be less than 5% of their total 2012 purchase, down 10% from 2011. Two-thirds of buyers say that a key factor in fusing TV and online video is unified measurement. 73% of respondents say that brand engagement is their primary campaign objective. Though “brand lift” was cited by both advertisers and their agencies as the best metric of success in measuring online video ad campaigns, the two remain divided when it comes to click-throughs. Agencies put click-throughs near the bottom of their list of favored metrics, but brands ranked it third, ahead of common TV metrics. And, TV-centric metrics, GRP and TRP, have moved into double digits now reflecting industry efforts to try to synergize television and digital video metrics. A key impetus to online video ad buying is a marked rise in video inventory sourcing via automated environments. Advertisers who are demanding pricing efficiency are finding it from: