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Research / Insights on current and emerging industry topics

Marketers Shift TV Budgets to Programmatic Video

June 5, 2015 | By Research Team—DCN

Unruly’s Programmatic Video Pulse 2015 is a survey-based report that examines the rapidly growing programmatic video landscape. Based upon a survey of 1,000 marketers, the report identifies trends, hurdles and opportunities as the video ecosystem undergoes this transformation in programmatic execution.

Unruly’s key findings include:

  • Nearly 70% of respondents have transferred a proportion of their budget from TV to programmatic video in the last 12 months
  • Emotional/psychographic targeting is seen as the most desirable targeting capability for marketers utilizing programmatic video
  • CTR has become the least-used KPI; Viewability and Completed Views are now the key success metrics
  • The ROI gap remains, with over half of respondents thinking that programmatic targeting does not impact offline sales
  • Quality of inventory, ad fraud and the skills gap are among the top concerns for marketers operating in the programmatic video sector


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