A study conducted by Advertiser Perceptions for the Interactive Advertising Bureau (IAB) reveals that 80% of those who attended the 2014 NewFront presentations said this resulted in “more spending on original digital video content and/or motivated” an increase in 2015 budgets.
But only about a third -- 36% -- said the marketplace event “has been directly responsible for buy-side attendees’ spend on original digital video advertising over the past 12 months.”
Still, the IAB says this last data point is good news -- representing a double-digit increase of 24% in the NewFronts’ impact on share of spend over the same time period in 2013.
Television business advertising analysts have suggested that the NewFronts presentations have generated strong interest -- TV upfront like presentations by new video/media digital platforms. But few result in specific revenue changes/shifts in traditional TV upfront advertising marketplace that occurs in June-July, where advertisers buy a large share of TV’s advertising inventory for the upcoming TV season.
The IAB study also says nearly 70% of marketing/media agency executives -- 305 buy-side executives -- plan to increase their digital video advertising spending over the next year.
The research surveyed 305 marketer and agency executives online from March 26 to April 9, 2015 -- executives involved in digital video or TV advertising decision-making at a company responsible for $1 million or more total ad spend in 2014. More than half of the participants (53%) were at a senior level.