A change in the way that people consume video content is driving the need for “more holistic” ad planning and buying, according to UK research by video ad technology platform Videology.
The survey of UK media companies, agencies and advertisers – done in partnership with research firm Forrester – found that 67% of agency respondents believe they will merge their TV and online buying teams over the next three years.
Some 60% of advertisers said they believe advertising effectiveness and targeting will improve over the same period.
Meanwhile, 66% of respondents said there will be a sharp rise in video consumption via various sources – such as original online professional programming and full-length TV programming from network’s sites.
TV viewing at time of broadcast will decrease or stay the same according to 53%, while over 70% of advertisers and agencies believe second screen interactions will open up additional opportunities for ad engagement.
“Anyone who holds a stake in the fire will acknowledge the advertising landscape is evolving as a result of changing consumer habits across all channels. As this research shows, all stakeholders have something to gain from this seismic shift,” said Rhys McLachlan, TV practice head, Videology.