Company News and Culture / June 10, 2013 / By Erin Martin

Mixpo Releases Industry Report: Master Multiscreen Video Advertising

Mixpo is thrilled to announce today the release of our important industry report, Master Multiscreen Video Advertising: How Hundreds of Industry Professionals at Agencies and Media Companies are Assessing Multiscreen Challenges. It features our own original research in addition to insights from other thought leaders in the space, including executives from Razorfish, JumpTap, Discovery Communications, FreeWheel, Univision, the IAB and Moxie Interactive, among others. Over 300 industry professionals from agencies, media companies, and prominent advertising technology companies participated in quantitative surveys and interviews.

The first-of-its-kind report aims to shine a light on how agency and media company leaders are assessing and approaching the myriad challenges of multiscreen campaigns, specifically around measuring and evaluating, standardization, responsive design, targeting and inventory, Big Data, social and connected TVs. Rather than recanting stats about the growth of the video advertising industry and expected growth in mobile, we chose to instead dive into real world statistical and anecdotal insights as shared by industry players themselves, authentically and at a level of detail that gets under the hype.

“Every marketer should be thinking multiscreen first,” says Jeff Lanctot, Global Chief Media Officer at Razorfish. “Consumer behaviors on this front are well established, and if you’re ignoring consumer behaviors you’re not doing your job. Once that’s acknowledged, the priority becomes creative and analytics. How can I deliver my message in a compelling and appropriate way across devices? And do I have the analytics tools and partners to know what works?”

In 2012, 78% of agencies ran multiscreen campaigns in behalf of their brand clients, and 90% expect to run multiscreen campaigns in 2013. Similarly, 81% of media companies ran multiscreen campaigns in 2012 and 96% expect to run multiscreen campaigns this year, per our research. It’s exciting to see that demand for these campaigns, particularly among agencies, continues to grow.

“The traditional media mix is no longer. This is about the new media mix and the ways to ensure that video advertising thrives within it,” says Anupam Gupta, our CEO at Mixpo. “Given the complexity and the need to execute flawlessly across any screen, guidance from the industry is to partner with best-in-class experts to nail multiscreen video.”

We announced the release of the Master Multiscreen Video Advertising Report at the IAB AfterFronts: Cross-Screen Content & Consumer Conference in a research presentation delivered by our VP of Product Marketing, Walter Harp, in New York City today.