Advertisers Rate Video - Including All Forms Of TV - Most Effective in Achieving Goals

Video beats other media hands-down when it comes to achieving advertising goals – and within video, TV in all forms has gained status in comparison to digital video.

That’s one of the takeaways from Advertiser Perceptions’ latest Video Advertising Convergence Report, based on a survey of 250 U.S. advertising executives (63% from media agencies, 37% from marketers) in October 2021.

Fully 50% of respondents said that video is most valuable in reaching goals/KPIs, versus just 16% for the second most-chosen media channel, search, and 10% for display.

Within video, 47% view all forms of TV — including linear, addressable and CTV/OTT — as most effective. While that’s basically tied with digital video, at 46%, TV is up from 36% choosing it last year, while digital video is down from 53% a year ago.

Notably, however, TV was the choice of 54% of agency execs, but just 34% of marketers, while digital video was favored by 61% of marketers and just 37% of agency pros.

Short-form professional video tops advertiser rankings for meeting advertising KPIs, with 61% putting it in the top three of all formats, followed by full episodes (54%). That’s ahead of social media influencer videos (49%), user-generated video (39%) and advertising in sporting events (36%, down from 44% a year ago).


Budget-wise, half of respondents said they’ll be investing more in video advertising in 2022. The average increase was 25%, and 75% said they will increase their overall budgets to accommodate the additional video spend.

Within video, OTT/CTV is the format set to get budget increases by the largest number of advertisers — 40% — followed by virtual multichannel video programming distributors/MVPDs (32%), addressable linear (29%), data-driven linear (27%), standard linear (24%) and set-top box video-on-demand (14%).

When it comes to the size of budget increases, standard linear edged out the rest, with an average of 19%, followed closely by data-driven linear (18%), addressable linear (17%) and OTT/CTV (16%). vMVPDs and STB VOD lag a bit, averaging 13% each. 

“The rising video tide is lifting all boats, just not equally,” sums up John Bishop, vice president/business Intelligence at Advertiser Perceptions. “Streaming is attracting priority attention as the medium adds content and audiences, while linear TV continues to get the highest dollar volume. As streaming grows in forms and value, we can expect to see more innovation and advertiser investment.”

Not surprisingly, significant percentages of advertisers report having bought a wide variety of media programmatically last year.

Notably, well over half (57%) used programmatic for OTT streaming services. And according to the researchers, advertisers expect this to increase again this year.  

The second half of 2021 showed big jumps over the first half in programmatic buying of video ads on social media, video sites, mobile ad platforms and linear TV, they report.

1 comment about "Advertisers Rate Video - Including All Forms Of TV - Most Effective in Achieving Goals".
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  1. Ed Papazian from Media Dynamics Inc, January 21, 2022 at 5:06 p.m.

    Karlene, it's always difficult to take such replies as serious evidence of the values of the various media as, in all probablilty, they reflect the respondent's bias in favor of media they use heavily as opposed to media they don't use or do so only sparingly. Take the case of magazines. There is overwhelming evidence that magazine readers are more ad -receptive than TV viewers---I did a study about this in 2003. Not only that, magazine ad readership----or noting---is as high or higher than TV commercial viewing and the typical magazine reader---despite the medium's current woes----is a better prospect for most advertisers than the average TV viewer. Last but not least, there are studies showing that magazine ads deliver the same or higher product purchase results as TV commercials. Yet "TV" clobbers "print" by more than ten to one in this study. I suspect that a similar bias applies against "audio", though here there is much less ad impact data available for audio.

    As for how "TV" time is bought, a respondent my say that he/she "bought TV programmatically" in the past year when this ---even if true---applies to only a  small amount of activity---mainly at the local market level. Moreover, it is unlikely that the computer system did much more that chomp data and handle paperwork while the buy was made by humans directly with the sellers---also humans---as this is how most of these TV systems are set up. That's a huge difference from "programmatic" as it exists in the digital world---where the computers make the buys. However, if we accept the findings shown in the table, we might think that "Programmatic" buying for TV is coming pretty  close to the level of such activity for social media, when , in reality, the volume as well as the mode of operations are not even close.

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