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Native Advertising Gains Momentum

Social networks lead the charge as more advertisers look to commit more money to native campaigns.

NEW YORK, NY (November 2016) – Native advertising is gaining momentum as a brand advertising genre, according to the media industry business intelligence experts at Advertiser Perceptions. A new report tracks what advertisers really think about native advertising and content, which according to the firm, is projected to double in five years.

Insights reveal that more advertisers are running native campaigns today, devoting larger shares of digital budgets to native, with most intending to increase their activity in the next 12 months. Furthermore, while 60% of native advertising remains with traditional publishers, social networks (84%) and native advertising platforms (47%) dominate the lists of channels advertisers associate with native and the platforms they consider best at the practice.three-ways-to-go-native

“We’ve seen a profound change since we first started asking top-spending advertisers about native three years ago,” said Kevin Mannion, Chief Strategy Officer at Advertiser Perceptions. “Initially, advertisers were most excited by native content in traditional publications. Now social networks are first and foremost in their minds, especially Facebook, when they think of native.”

That said, the report confirms native’s central place in publishers’ future. After social media platforms, advertisers cite publishers as the channel they intend to develop. The publisher category now includes Buzzfeed, which advertisers rate above such venerable brands as The New York Times and The Wall Street Journal.

native-spending“Advertisers are preoccupied with reaching Millennials and Gen Xers, and they associate digital platforms with younger audiences,” said Mannion. “The other comes down to marketing and sales. The digital and programmatic platforms are impressing advertisers with their press attention, audience stories and sales force expertise. In particular, Facebook’s promise of people-based marketing that enables ads to appear in the stream of a conversation has given them first choice at the native budgets.”

Advertisers are also bullish on programmatic native platforms. Links to sponsored articles calling out, “you may also be interested in…” are rapidly gaining trial and trust. In particular, advertisers singled out Outbrain, Taboola, Sharethrough, Nativo and Bidtellect.


Overall, advertisers cite brand awareness (33%) and storytelling (32%) as their main goals in native advertising, and say they are picking their partners primarily on ability to target. Most perceive native ads to be less disruptive for readers, and believe that the media’s brand will reflect positively on their own. If there is anything holding native back, it’s return on effort and investment. Fully 43% of advertisers have a hard time proving ROI, and 25% complain that native takes too many resources.


2016 Upfronts / NewFronts Have Renewed Influence on Advertiser Spending

Advertiser Perceptions finds new priority on live presentations, heightened interest in where networks go next with content, data, and addressability.

NEW YORK, NY (September 19, 2016) – A new study by Advertiser Perceptions finds the 2016 Upfront / NewFront presentations and supporting pre-event communications made a significantly greater impact on advertisers compared to 2015. One-third of advertisers are committing more money in upfront spending this year, with most others maintaining commitment levels in-line with last year. Fully 51% cited upfront events’ influence on their spending decisions, vs. 44% last year. What’s more, the overwhelming majority (84% of advertisers and 67% of agencies) plan to expand the number of network brands they advertise with. The key factors driving these increases are attractive CPMs, reach, analytics, programming and addressability.


“The report reaffirms the importance of the Upfront event” said Randy Cohen, president of Advertiser Perceptions. “The big presentation is coming back because of unprecedented noise and fragmentation of our marketplace. Advertisers not only want to hear about the big opportunities, but a networks’ vision for improving the advertising environment and delivery, live and in person. They came for the big picture, and they got it.”

Overall, the Upfront / NewFront events created a positive impact on advertisers. More 37% of this year’s attendees attested that live attendance was the best way for them to discover and experience new programming opportunities (vs. 28% last year and 26% two years ago). Of special importance is talent onstage, according to 63% of advertisers. Beyond programming, attendees said they want to hear more about networks’ efforts to provide data to make better advertising decisions and measure advertising effectiveness, especially across platforms.

Digital and mobile video continue to garner more attention and dollars from advertisers. Fully 62% expect to increase spending levels while 34% maintain current levels on digital/mobile video.

Advertiser Perceptions interviewed 310 advertiser and agency executives over the May-June
timeframe for the Digital NewFronts and TV Upfront. Two-thirds of the advertiser and agency executives attended presentations, with roughly equal numbers attending each type. And 84% of attendees represented companies spending more than $25 million/year in TV advertising, while 78% represented companies spending more than $10 million in digital/mobile video advertising.


More Than 60% Of Leading Advertisers Will Review Their Agencies In Next 12 Months

New AIR for Agencies Report from Advertiser Perceptions also finds one third of advertisers losing trust in agencies, while nearly half are unclear on the future viability of the agency model.

NEW YORK, NY (October 3, 2016) – A first of its kind report revealing the perceptions of the biggest spending U.S. advertisers indicates many more agency reviews ahead. The report also indicates that an agency’s ability to understand and deliver on business goals, integrate multiple disciplines, and maintain an environment of transparency and trust is critical to maintaining a relationship.
That’s the upshot of interviews with 500+ marketers representing 90% of the nation’s top 100 advertisers conducted this summer by Advertiser Perceptions, a business intelligence firm that measures what advertisers think about marketing and media.

Fully 66% of advertisers said they plan creative agency reviews in the next year, while 65% will review search, 64% will review media, and 61% will review digital agencies. While advertisers are looking for strategy and execution, they are prioritizing different criteria for different agency types. For example, results outweigh knowledge (of category and client) and expertise more for media agencies than for search and digital agencies.

The report re-affirms the trust and transparency problem between advertisers and agencies. On one hand, 48% of advertisers claim their agencies are not open and transparent on costs, while 34% say they are losing trust in their agencies as a result. On the other hand, 40% of advertisers admit to not sharing sales data with agencies, and 48% say their companies don’t give agencies “meaningful KPIs in order for them to be successful.”


What’s more, 48% of advertisers agreed with the statement, “The industry is changing so fast now, it’s unclear how agencies will be viable in the future,” with that opinion most pronounced among executives at or above the VP level. Lending credence to that statement, an increasing movement toward non-traditional agencies like IBM Interactive, Deloitte and Accenture.


“More than ever, clients need proof that advertising is meeting their business objectives, not just brand and media measures,” said Randy Cohen, president of Advertiser Perceptions. “Job one for agencies is realigning to client’s real business objectives and providing open, clear information on what everything costs. And job one for clients is sharing the real KPIs so agencies can really perform.”

The report creates a new fact base for agency business development, because Advertiser Perceptions can tell an agency how it’s perceived by types of advertisers relative to competition on specific criteria (strategy and execution, creativity, service, scale and expense – each with multiple components). This is similar to the competitive profiling the company has done for major media for nearly 20 years.


Marketers to Expand Programmatic Advertising on Social Media, While Measurement Gap Widens

First report on advertisers’ perceptions regarding social media shows branding is primary motivation, and identifies big opportunity for agencies

NEW YORK – August 2016 – Nearly half (47%) of all advertisers will increase social media advertising spending in the next six months, predominantly on sharing networks and buying programmatically. That’s according to the first Social Media Advertising Report from Advertiser Perceptions, the business intelligence firm that measures and interprets what advertisers think. Advertiser Perceptions interviewed more than 300 agency and marketer executives on their opinions on social media advertising, their buying plans and perception of networks and platforms.

On average, advertisers now dedicate one quarter (24%) of their digital advertising budgets to social media. And despite publicized advances in personalization and location targeting, they are predominantly focusing on social media principally for brand, not performance advertising. Some 61% of advertisers are out to build brand awareness, while only 38% are focused on generating offline sales. Asked what matters most, 20% cite reach and engagement, versus 5% for location and 4% for geographic targeting.
Social Goals

“Social media has the capacity to drive brand advertising online,” said Randy Cohen, president of Advertiser Perceptions. “More marketers are looking to social media for awareness and engagement campaigns than for performance measures.”

Social Benefits

Advertisers are prioritizing sharing networks, and they are automating fast. Nearly 90% are advertising on personal networks (e.g., Facebook and Twitter), versus 40% on e-commerce platforms such as Amazon and Etsy, and 27% on instant messaging apps such as Skype and WhatsApp. In the next 12 months, marketers expect to increase programmatic buying by 20%, with a corresponding drop in direct buying.
While advertisers give social media leaders high marks on transparency and trust, they’re concerned with measurement. “Many want to do more social advertising, but they need to know how to improve and optimize,” said Cohen. “The more they do, the harder it gets to measure, and the further away a performance barometer seems to get.”

Social Obstacles

The Agency Opportunity

A vast minority (10%) of marketers consider their organizations expert in social media advertising, and less than 50% have advanced social strategies and infrastructure. A large group of clients rely on outside agents for social expertise.

“Social advertising is a shining opportunity for agencies, but they need to ramp up expertise quickly,” said Cohen. “Marketers are set to rely on agencies more as they increase social media, because they don’t have the in-house expertise.”

The Publisher Imperative

Not surprisingly, advertisers give Facebook top ratings across the board on audience measures. “So the first question for publishers is, how do you fit with Facebook?” said Cohen. “The second is, how will you satisfy advertisers’ demand for measurement? There’s huge upside in improving analytics and reporting.”


Video Advertising is Bringing Down The Traditional Media Silos That Still Linger

Advertisers are Going Screen Neutral, Resulting in a New Normal for Media Ad Spending

NEW YORK – April 13, 2016 – According to the new Video Advertising Report from Advertiser Perceptions, the majority of advertisers see the market heading towards convergence of television and digital/mobile video advertising, with full convergence expected within 5 years. The bulk of advertisers surveyed in this report indicate they are already screen neutral, with few thinking in terms of television vs. digital vs. mobile when buying video advertising. And although strategy and tactics can vary from campaign to campaign, many are thinking in terms of “convergence” when planning the most effective and efficient way to reach their target audience via video.

Digital Video Convergence Chart

Click the Image Above for an Executive Summary of the Video Advertising Report

In the Video Advertising Report, many advertisers indicate they already buy television and digital video under one team, with the majority of the rest planning to move to a single buying team. Nearly all advertisers cited the need for multi-platform solutions for successfully implementing digital video campaigns:

  • The majority of advertisers see the market heading towards convergence of television and digital/mobile video advertising, with full convergence expected within 5 years.
  • Many advertisers already buy television and digital video under one team, with the majority of the rest planning to move to a single buying team over the next few years.
  • Very few advertisers are thinking in terms of individual screens when buying video advertising. Although it can vary from campaign to campaign, many are thinking in terms of overall impressions when planning.

More than 60 digital media brands and television networks are measured in this report, including:

  • A&E Networks (A&E.com, HistoryChannel.com, etc.)
  • ABC/ABC.com
  • About (any)
  • Adap.tv
  • AllRecipes.com
  • Amazon Media Group (Amazon.com)
  • AMC Networks (AMCTV.com, IFC.com, Sundance.tv, Wetv.com, etc.)
  • AOL On
  • Apple
  • AT&T AdWorks
  • Bloomberg Businessweek.com
  • Bloomberg.com
  • BrightRoll
  • BuzzFeed
  • CBS/CBSi
  • CNN/CNN.com
  • Collective
  • Defy Media
  • Demand Media
  • Discovery/Discovery.com
  • Disney Interactive
  • DoubleClick Ad Exchange (AdX)
  • ESPN/ESPN.com
  • Facebook
  • Fox/Fox.com
  • Google
  • Hulu
  • Innovid
  • LiveRail
  • Machinima
  • Meredith Digital
  • Microsoft
  • NBC/NBC.com
  • NBCUniversal
  • Purch
  • Scripps Networks (FoodNetwork.com, HGTV.com, CookingChannel.com, etc.)
  • Specific Media
  • SpotXchange
  • The New York Times/NYT.com
  • The Wall Street Journal/WSJ.com
  • The Washington Post/Washington Post.com
  • The Weather Channel/Weather.com
  • Time Inc.
  • Tremor Video
  • TubeMogul.com
  • Turner Digital (CNN.com, TBS.com, TNT.com, etc.)
  • Twitter
  • Undertone
  • Verizon Wireless
  • VEVO
  • Viacom Digital (MTV.com, Comedy Central.com, etc.)
  • Vice
  • VideoHub by Tremor Video
  • Videology
  • Xbox
  • Yahoo
  • YouTube
  • YuMe.com


EVENT: What Buyers and Sellers Really Want in Ad Tech

See Our Panel of Experts Reveal Their Thoughts at Programmatic I/O in San Francisco

Advertiser Perceptions Workshop, Wednesday April 13th, 3:30 pm

AdExchanger Programmatic I/O, Westin St. Francis Hotel, San Francisco

Randy Cohen President & COO Perceptions Group
Randy Cohen
President & COO
Perceptions Group

What do the leading advertisers, agencies and sellers really want from ad tech brands? Advertiser Perceptions will share highlights of current findings from the Programmatic Intelligence Report, a new, comprehensive study of top buyers and sellers looking at what the market is seeking from programmatic providers. The study looks at what problems providers are solving, what still needs to be solved, and who is seen as leading the way – both overall and by key category: DSP, DMP, SSP, Publisher Private Marketplaces – and those ad tech brands that have a full stack solution.

Kevin Mannion Chief Strategy Officer Perceptions Group
Kevin Mannion
Chief Strategy Officer
Perceptions Group

Scheduled Panelists include:

Randy Wootton, CEO, Rocket Fuel

Yannis Dosios, VP, Platform and Exchange, Yahoo

Paul Limbrey Director, Platforms, Americas, Google

Justin Moreno, VP, Solutions Consulting, Publicis Media

Jason Young, Product Marketing Communications Lead, Global Business Marketing, Facebook

Jonathan Hsia, Managing Partner, Digital Investment Lead, GroupM


If you’d like more information regarding our new Programmatic Intelligence Report, simply CLICK HERE and send us your request.



Advertisers Optimistic Overall about Spending in the Next Six Months

Mobile and Digital Advertising Continue to Outpace the Rest of the Media Marketplace.

NEW YORK – March 9, 2016 – More advertisers overall are planning to increase than decrease their advertising in the next six months. That’s according to the Advertiser Intelligence Reports (AIR) Wave 23, which confirms that advertiser optimism is primarily being driven by mobile and all forms of digital media including social, video and programmatic advertising.

Details from the report indicate Advertiser Optimism, the difference between the percent increasing and decreasing ad spending in the medium, is somewhat higher compared with six months ago (see chart below). Mobile and Digital advertising continue to outpace the rest of the media marketplace. And while optimism remains positive for Cable Television and Broadcast TV, National Magazine and Radio advertisers’ spending plans remain neutral to slightly negative. Advertisers are most pessimistic about their Newspaper ad spending in the next 6 months.

AIR W23 Optimism Infographic

When it comes to digital media brands, AIR Wave 23 concludes that Facebook and Google continue their dominance in favorability, Twitter and YouTube have more advertiser advocacy than ever, Pinterest, Instagram, Snapchat and Vine are enjoying early advertiser enthusiasm, with Pandora and Hulu continuing to climb in optimistic perceptions.



Hulu, ABC Entertainment, Google, Microsoft and Pandora Among Leaders Providing the Best Customer Experience for Digital Advertisers

As Advertisers Spend $Millions, They Continue to Seek Standards, Service, Targeting, Transparency, Optimization and Verification.

DCMSinfographic Final
Click on Graphic for Larger View

NEW YORK – February 3, 2016 – According to a new Digital Campaign Management System (DCMS) Report from Advertiser Perceptions, the most prolific digital advertisers have indicated that media brands like Hulu, ABC Entertainment, Google, Microsoft and Pandora have begun to provide them with the criteria that drives their overall satisfaction with the process and the results, including…

  1. RFP PHASE: Understanding advertiser goals, vision, and desired outcomes
  2. PROPOSAL REVIEW PHASE: Digital advertising programs are appropriate for reaching their target audience
  3. NEGOTIATION PHASE: Total cost of media package is reasonable
  4. CAMPAIGN IMPLEMENTATION AND OPTIMIZATION: Sales / Client Services is proactive about optimizing placements for best results
  5. POST CAMPAIGN PHASE: Digital inventory is delivered as promised

Keeping advertisers satisfied throughout the process of a digital ad campaign has been no easy task. From the initial campaign briefing to the post campaign analysis, media brands are finding there are plenty of opportunities along the way to win or lose the loyalty of advertisers. Now, digital advertisers are outlining specifically what they would like to see from media brands moving forward.

“DCMS provides deep and nuanced insights into the often hidden parts of the sales process, in particular the stewardship, fulfillment and packaging areas. This new report provides actionable insights that will allow us to improve our process as well as monitor the changes of our performance in multiple operational areas over time.”

– Steven Takeuchi, Head of Sales Operations, Hulu

The new Digital Campaign Management System Report from Advertiser Perceptions, pinpoints the most important criteria for driving satisfaction at each interval throughout a campaign. It also provides media brands with the insight they require for improving their performance at each phase of the campaign in comparison to more than 50 digital media brands. Some of the highlights from the new Digital Campaign Management System Report include:

  • What is most important to digital advertisers in each phase of a campaign – RFP Process, Proposal Delivery and Review, Negotiating, Campaign Implementation and Optimization, and Post-Campaign Analysis?
  • Who are the digital Media Brand leaders in each of these campaign phases?
  • Is my media company doing a good job servicing large digital campaigns?
  • What parts of the entire process can we improve upon?
  • Where does management need to allocate more resources?

Brands Measured in the DCMS Report

  • ABC Entertainment
  • ABC Local Digital
  • ABC News
  • About.com
  • AOL (including Huff Po, AOL premium display, AOL programmatic)
  • Apple iAd
  • AppNexus
  • Business Insider
  • BuzzFeed
  • CBS Enertainment
  • CBS Local Digital
  • CBS Sports
  • CNET
  • CNN/CNN Money
  • Collective
  • Condé Nast Digital
  • Discovery
  • ESPN
  • Facebook
  • Foursquare
  • Fox Entertainment
  • Fox Local Digital
  • Fox News
  • Fox Sports
  • Google (including AdMob, GDN, YouTube)
  • Hearst Digital
  • Hulu
  • Instagram
  • LinkedIn
  • Meredith Digital (Allrecipes.com, BHG.com, Parents.com)
  • Microsoft (Skype, Xbox, MSN, Bing)
  • Millennial Media
  • NBC Entertainment
  • NBC Local Digital
  • NBC News
  • NBC Sports
  • Pandora
  • Pinterest
  • Scripps Digital (including Home, Food, Travel)
  • Specific Media
  • Spotify
  • Tegna (new Gannett Digital)
  • Time Inc. Digital
  • Tremor Video
  • TubeMogul
  • Turn
  • Turner Entertainment
  • Turner Sports
  • Twitter
  • Undertone
  • USA Today.com/Gannett sites
  • Vevo
  • Viacom Entertainment (including MTV, VH1, Comedy Central, Spike)
  • Viacom Kids (including Nick, Nick JR, Nick@Nite, Nicktoons, CMT and TV Land)
  • Videology
  • Washington Post
  • Yahoo (including BrightRoll, Tumblr)
  • YuMe


Advertisers Commit More Dollars to Chasing Millennials on Mobile Devices

Advertisers agree that mobile advertising enables them to more effectively reach and engage key audiences.

NEW YORK – January 2016 – According to a new Mobile Advertising Report from Advertiser Perceptions, spending optimism for mobile in the next 12 months remains high, with an anticipated increase in mobile video budgets, while mobile display allocations will decrease. The top reasons Advertisers cited for utilizing mobile advertising include connecting with customers, driving engagement, and building brand awareness. The new report also indicates that the use of native advertising on mobile is on the rise, and video and native are considered the most important mobile ad formats when looking ahead.

Targeting opportunities via mobile are evident with the relentless pursuit of Millennials by advertisers. Click on the graphic below to see a detailed excerpt from our new Mobile Advertising Report, illustrating the gap between consumer spending by Millennials, and the advertising dollars spent to reach them.

Mobile Spend vs. Millennials Allocation SMALL JPEG

Click on this graphic to see an important excerpt from the new Mobile Advertising Report.

Brands Measured in the Mobile Advertising Report

  • ABC
  • About
  • AdMob
  • AllRecipes.com
  • Amazon (Amazon Media Group)
  • AOL
  • Apple iAd
  • Apple Streaming Music
  • Bloomberg Business
  • BrightRoll
  • BuzzFeed
  • CBS
  • CNET
  • CNN
  • CNN Money
  • Collective
  • Conversant
  • Cumulus
  • eBay
  • Engadget
  • ESPN
  • Facebook
  • Food Network
  • Foursquare
  • Fox News
  • FoxSports
  • Google Search
  • HGTV
  • Huffington Post
  • Hulu
  • iHeartRadio
  • Instagram
  • Kargo
  • LinkedIn
  • Martha Stewart
  • Meredith Digital
  • Millennial Media
  • Mode Media
  • MoPub
  • MovieFone
  • MSN
  • NBC
  • NBC Sports
  • NYTimes
  • Pandora
  • People
  • Pinterest
  • Skype
  • Snapchat
  • Specific Media
  • Spotify
  • Time Inc.
  • Tremor Video
  • Tribal Fusion
  • Tumblr
  • Twitter
  • Undertone
  • Vice
  • Vox
  • Washington Post
  • Weather.com
  • WebMD
  • Windows 8
  • WSJ
  • Yahoo
  • Yahoo/Bing Network (Bing Ads)
  • Yelp
  • YouTube
  • YuMe

Additional report findings are available to the press by contacting Frank Papsadore, Vice President, Marketing, at 508-888-1208 or Frank.Papsadore@PerceptionsGroup.com.

Google, Food Network, Travel+Leisure and Univision  Recognized as Leaders in Delivering Advertiser Experience

Latest Advertiser Experience Index (AXi) Results Identify Leading Media Brands

NEW YORK (September 29, 2015) – Advertiser Perceptions (www.advertiserperceptions.com), the leader in research-based advertiser insights, today released its first Advertiser Experience Index (AXi) rankings, which show that Google (digital), Food Network (television), Travel+Leisure (print) and Univision (audio) rank highest by medium in Advertiser Experience among hundreds of media brands measured.

The Advertiser Experience Index (AXi) is based on the opinions of thousands of leading advertisers (as measured in the Advertiser Intelligence Reports every six months) about their experiences with more than 400 different media brands. More than 30 criteria altogether goes into determining AXi resulting in answers to the following questions…

  • Brand: Does the media product meet advertiser needs and expectations?
  • Marketing: Are the media brand’s advertisers and prospects well informed?
  • Selling: Is doing business with the media brand easy and effective?
  • Satisfaction: Are clients satisfied with the media brand and would they recommend its advertising to others?

More information regarding Advertiser Experience and the Advertiser Experience Index can be viewed here… www.AdvertiserPerceptions.com/AXi

“Through more than a decade of research, analysis and client work, plus an abundance of common sense, we’ve found that improving advertiser experience nearly always leads to improving buying intentions. 
So it’s in media executives’ best interests to monitor and regularly evaluate and improve the perceptions that advertisers have of their media brands in comparison to the competition and over time,” said Ken Pearl, CEO at Advertiser Perceptions.  “We created the AXi as a way for media company CEOs to gain a very clear understanding of where their media brand advertiser experiences stand.”

Among more than 400 media brands measured, the following are the top five AXi ranked (in order) for digital, television, print and audio.

Digital (150+ media brands measured)

  1. Google
  2. ESPN
  3. Amazon Media
  4. Hulu
  5. NFL and Pandora (tie)

Television (125+ media brands measured)

  1. Food Network
  2. ABC
  3. ESPN
  4. NBC
  5. HGTV

Print (130+ media brands measured)

  1. Travel+Leisure
  2. Food Network Magazine
  3. The New York Times
  4. People
  5. Conde Nast Traveler

Audio (20+ media brands measured)

  1. Univision
  2. Pandora
  3. iHeart Radio
  4. Westwood One
  5. Cox Media

Advertisers Optimistic About Spending in the Next 12 Months

Digital Media and Mobile Advertising Lead the Way

NEW YORK – August 13, 2015 – More advertisers overall are planning to increase than decrease their advertising in the next 12 months.  That’s according to the Advertiser Intelligence Reports (AIR) Wave 22, which confirms that advertiser optimism is primarily being driven by mobile and all forms of digital media including social, video and programmatic advertising. Advertiser optimism for television in general is quite a bit lower, with more advertisers and their agencies choosing to maintain as opposed to increasing their ad spending in the coming year.  Advertisers are more bullish toward cable television than they are toward broadcast.  And while improving, advertisers remain pessimistic about ad spending with radio, magazines and newspapers, with more planning to decrease than increase their ad spend with those media over the next 12 months.

The AIR Advertiser Optimism Index reflects the advertising spending plans of media decision makers, agencies and marketers, representing the largest advertisers in the United States. It is derived from an essential question: In the next 12 months, do you plan to increase, decrease, or maintain your advertising expenditures?  The percent planning to increase minus the percent planning to decrease represents the measure of optimism.

Advertiser optimism varies by medium. However, most media have shown improvement, with advertisers possessing the greatest optimism for advertising with mobile, digital, and cable-television media.  Advertisers showed moderate optimism for broadcast, while sentiment toward radio, newspapers and magazines remain largely pessimistic.

A preponderance of advertisers across every major advertising category anticipate increasing their overall ad spending in the next 12 months. Based on this wave of AIR, Advertiser Perceptions anticipates that the most optimistic advertisers will be those representing alcoholic beverages, entertainment, retail, technology, travel and telecommunications ad categories.

Optimism is High for Many, but Not all Media Formats

In this Wave of AIR, fifty-five percent of advertisers expect to increase their spending in digital media over the next 12 months (up from 48% in the previous wave) and 53% expect to spend more in mobile in the next 12 months (up from 48%). While on the rise, advertisers are pessimistic about national newspapers and magazines– with more planning to decrease, than increase spending over the next 12 months.

AIR W22 Optimism By Medium

Optimism in Every Digital Format is Surging

In the digital arena, which includes mobile, advertisers are optimistic about every format. Social media is where optimism is greatest (50% expect to spend more), Video sites, ad networks, publishers (content), programmatic and portals are all showing growth in comparison to the prior wave.

AIR W22 Optimism By Digital Medium

Advertiser Optimism by Ad Category

Across all 16 major advertising categories measured by AIR, digital video and mobile shows the highest spending optimism across media buying respondents, followed by digital search and display. In the mobile space, retail advertisers are the most optimistic, Alcoholic beverages and entertainment advertisers index the highest for digital video.

AIR W22 Optimism By Category

Additional report findings are available to the press by contacting Frank Papsadore, Vice President, Marketing, at 508-888-1208 or Frank.Papsadore@PerceptionsGroup.com.





As the Media Industry Continues Heavy Shift to Programmatic Buying, Disconnects Grow Between Buyers and Sellers, Agencies and Marketers

But for all, transparency to maintain brand safety and audience quality remains top priority.

NEW YORK – May 5, 2015 – The media community is allocating more budgets and more inventory to programmatic buying, according to Wave Three of the new Programmatic Advertising Report released by Advertiser Perceptions. And while buyers are focusing their efforts on better performance and a stronger ROI, sellers are looking for easier to use products, improved audiences and more premium inventory.

With headlines continuing to focus on the issue of digital advertising transparency as a backdrop, the study shows there is a growing disconnect between Agencies and Marketers. The majority of Marketers (59%) are planning to move their programmatic buying in-house, yet 61% of Agencies do not believe this will happen. The disconnect extends to Buyers and Sellers… Buyers anticipate their programmatic media spend will grow 21% in 2015 to account for nearly half of their total digital ad budgets, while Sellers don’t expect programmatic inventory to grow substantially.

More Programmatic Spending on the Horizon

What will unleash more dollars in programmatic? Four out of 10 programmatic advertisers see a need to demonstrate better ROI while three in 10 cite the need for greater transparency in ad placement and the related need for assurance that their ad is in a brand-safe environment

Allocation of Digital Advertising – Traditional Versus Programmatic 2 JPEG
The shift from traditional to programmatic trading continues. Buyers will rely less on traditional buying in 2015.


Transparency and Viewability Remain Critical to Acceptance and Commitment

Recent negative press around viewability issues is having a major impact on commitment to programmatic for Buyers and Sellers alike. Half of those already spending in programmatic say that the press stories “strongly impact” their commitment. Transparency is cited over and over as single most important quality in a successful partnership.

Impact of Inventory Quality and Viewability on Programmatic Commitment
The entire media community is concerned about “quality” and “viewing” issues.


Education and Guidance for Advertisers is Needed
The programmatic marketplace is filled with jargon and nomenclature confusion. Among even advanced programmatic marketers the report states that the way that the marketplace categorizes companies — ad exchanges, agency trading desks, DSPs, SSPs, DMPs, etc. — are not well understood.

Additional report findings are available to the press by contacting

Frank Papsadore, Vice President, Marketing, at 508-888-1208 or Frank.Papsadore@PerceptionsGroup.com.


About the Programmatic Advertising Report, Wave Three
The digital advertising ecosystem continues to fragment as innovative technology firms find new ways to create and add value. Each company and innovation that is developed adds another layer of complexity and with it another potential point of confusion for marketers, their agencies and publishers alike. The Programmatic Advertising Report helps media brand executives make sense of what agencies and their clients think of programmatic advertising and the Ad Exchanges, DSPs, Trading Desks, DMPs, and SSPs that conduct business in this arena.




Advertisers Move Quickly Toward TV and Digital Video Hybrid Solution to Achieve Their Media Strategy Objectives

Nearly 80% of Advertisers say they pursue multi-platform solutions seeking balance between traditional TV and  digital video offerings.

NEW YORK – February 25, 2015 – More advertisers are pursuing multi-platform solutions in the next 12 months, according to the new Video Advertising Report released by Advertiser Perceptions. Nearly 8 in 10 advertisers agree that they cannot have tunnel vision when it comes to media decisions.  The need to expand focus beyond their primary media silos — TV and Digital — is being recognized. The combination of assets delivered by a digital/ mobile campaign plus the reach that broadcast and cable TV add provides the balance now required by most media decision makers.

Video Multi Platform Chart JPEG


Allocation of Digital Video Advertising to Mobile is Increasing Rapidly

A larger piece of digital video advertising budgets are moving from the desktop to mobile platforms. More than one-third of digital video ad budgets are being spent on mobile. That’s up from 19% a year ago. And the number of advertisers increasing their digital video mobile spend is up, as well. Growing from less than half to nearly 60% over the past year.

Video Report Mobile Allocations JPEG

Additional report findings are available to the press by contacting Frank Papsadore, Vice President, Marketing, at 508-888-1208 or Frank.Papsadore@PerceptionsGroup.com.

About the Video Advertising Report, Wave Three

The Video Advertising Report (formerly Video Advertising Convergence Report) looks at how advertisers are dealing with the convergence of television and digital video advertising. The report measures the significant changes in media buying, and where the industry is heading in the next 12 months.

18 January 2017 - 19:36, by , in AP Blog, Comments off
Advertiser Perceptions finds marketers growing even more cautious about ad spending with social platforms. DOWNLOAD THE REPORT NEW YORK, NY (January 18, 2017) – Third-party verification can’t come too soon to digital media, as the combination of bot fraud, fake news and audience restatements has 50% of marketers saying they will no longer place advertising...
4 November 2014 - 22:04, by , in AP Blog, Comments off
NEW YORK – November 4, 2014 – According to the new Native Advertising and Content Report from Advertiser Perceptions, optimism is very high for Native Advertising spending over the next 12 months. More than half (58%) of all survey respondents say they will increase spending, with agencies (62%) slightly more optimistic than marketers (51%). A...
15 October 2014 - 22:09, by , in AP Blog, Comments off
NEW YORK – October 15, 2014 – Advertisers are planning to increase their Mobile Advertising Spend in the coming 12 months, according to a new Mobile Advertising Report released by Advertiser Perceptions. The biggest single source of additional dollars will come from print budgets — cited by 41% of respondents — followed by an overall...
27 February 2014 - 22:10, by , in AP Blog, Comments off
After Two Years of Essentially Flat Overall Optimism, Agencies and Marketers Plan Greater Spending Increases in the First Half of 2014. NEW YORK – February 27, 2014 – AIR Wave 20 shows a strong uptick in advertiser optimism for the first six months of the year, the biggest such move since Spring of 2011. Following...