Enthusiasm for cross-platform video buying, particularly the ability to bridge digital video and TV, is high. April 2014 data from the Interactive Advertising Bureau showed both US agencies and marketers reporting investments of more than one-third of their advertising budget on TV and digital video cross-platform buys, up from one-quarter in 2012.
The same survey also explored the relative importance of programmatic’s involvement in that process. About 80% of all respondents said it was either very or extremely important that media brands, ad networks or DSPs offered multiplatform video advertising solutions to bridge both digital video and TV. Read the rest at eMarketer.