Advanced TV: Ad Buyer Perceptions Study

IAB Asks NewFront Sellers: Is Mobile Video and Connected TV Competing with Traditional TV? (4 of 5) 1

Advanced TV Ad Buyer Perceptions

The majority of advertisers (78%) have already leveraged some form of advanced TV in their marketing efforts, according to “Advanced TV: Ad Buyer Perceptions,” a survey of 255 brand and agency decision-makers published by IAB and Digital Video Center of Excellence. The survey, conducted by Advertiser Perceptions, reveals that although the current median budget allocation for advanced TV is a modest $1.4 million, 70 percent of advertisers expect to spend more on the medium within the next 12 months.