The Interactive Advertising Bureau released the results of its “Digital Content Newfronts Attendee Survey” today, in which it found that 70% of buyers who attended the weeklong series of events expect more TV dollars to shift to digital over the next year. Among ad buyers responsible for multiple media platforms, 64% expect “TV Plus Digital Video” investments to increase over the coming year.
The IAB reports that the Newfronts positively influenced attendees, with 33% of buy-side respondents indicating that the Newfronts influenced them to view digital video ad buys in a positive light. The report suggests that 78% of them even walked away with at least one new business opportunity for their company or a client.
As for how to improve next year’s version of the Newfronts, 74% of respondents on the buy-side indicated that they’d prefer shorter events and 63% want an app with schedules and relevant info.
A couple of important things to point out: the study collected 136 responses from people who attended at least one Newfront event in late April/early May — which means you should look at these numbers as a guidance rather than representative of the entire ad-buying universe.
Also, a major point of the Newfronts is to bring TV dollars to online video (or media, if you look at this past year’s Newfront lineup). According to the IAB survey, only 1% of buy-side respondents oversee traditional/TV advertising only. A majority (63%) have some sort of decision-making role in both traditional and digital advertising, and 36% oversee digital advertising only. So there is still some ground to cover for the Newfronts to get the attention of the deep-pocketed TV buyers.