Among the key findings of the Adap.tv March-April 2012 report were that 62% of respondents see online video ads as a complement to TV, up from 56% last year, while just 10% see it as a replacement. In addition, 48% of respondents from brands and agencies said that TV and online video ads are planned together, with another 25% saying they will be planned together within the next 12 months.
Elsewhere in the report, industry professionals remain bullish on online video advertising, with 96% of brand, agency and ad network respondents saying their budgets will increase by 23% this year, with CPMs reportedly up 11% over last year.
In addition, 50% of ad networks and DSPs are using real time bidding (RTB), but only 36% of advertisers and agencies, and just 17% of publishers. Reflecting the early state of the digital video upfront marketplace, only 20% of advertisers expect to buy their ads at an upfront, with 70% saying it will account for less than 10% of their total buy.
Do you use RTB while online advertising? 'Yes' - Like this post, 'No' - let us know in the comments the why of your decision.