As video continues to grow and consume more of advertisers’ budgets, even stealing dollars away from TV ad spend, the value of purchase channel insights grows as well (IAB Digital New Fronts Video Ad Study). In the month of May the top 500 Advertisers purchased 58% of their impressions direct. Compared to 38% of desktop impressions purchased direct and 37% on mobile, it’s evident that video is being incorporated into media strategies more consciously (Pathmatics Data). Couple these figures with an 89% increase in marketer spend on digital video advertising since 2013 and you have a lot of dollars to fight for as a publisher, to the tune of $10.4M (IAB). Knowing which partners brands are working with direct, and exactly how competitors are buying, is key in prospecting smarter. See below for purchase channel insights into the top 500 advertisers for the month of May and a more in depth look at the top 3 video advertisers.
MAY'S TOP VIDEO ADVERTISERS
State Farm also ran the most video ad impressions on youtube.com (100% ad network buys) followed by espn.go.com and weather.com (both 100% direct). Compared to other insurance companies such as Farmers Insurance and Allstate (using Pathmatics competitive analysis tools), State Farm is winning with video on a site-by-site level and in overall impression volume.
It’s no secret that video is where the next wave of digital advertising is heading, but it's imperative for agencies and marketers to be aware of large video players and pre-existing partner relationships. Understanding how publishers sell their inventory and competitors execute their buys is an essential first step in crafting an optimized media strategy in the rapidly evolving world of video advertising. Analytics tools are also the only way to answer some question that only the future will tell. Will direct buys continue to dominate video as brands become more savvy? Let us know your thoughts in the comments.
*The Advertiser Comparison tool in Pathmatics AdRoutes is a digital advertising competitive analysis tool that allows players in the ad space to see how their media strategy stacks up against their competitors across desktop, mobile, video, tablet and native. Contact our sales team to schedule a free, personalized demo with access to immediately actionable, real-time data.
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MAY'S TOP DIGITAL ADVERTISERS
- See the top digital advertisers across desktop, mobile, and video.
- Top direct advertisers included - see which brands are purchasing impressions direct from publishers.
- Find out the top advertising categories across devices.