IAB Video Ad Spend study 2016

This paper reports the results of the IAB Video Ad Spend Study, research undertaken through online interviews of marketers over one year; a key concern continues to be measurement and proof of ROI.
  • Advertisers are spending on average more than $10 million annually on digital video, representing an 85% increase from 2 years ago.
  • Programmatic Video buying is seeing broad adoption and steady growth - accounting for 41% of all Digital Video dollars spent, representing 58% growth over the last 2 years.
  • Two-thirds of video advertisers agree that original digital video will become as important as original TV programming within 3 years, that it is more engaging than TV, and reaches an audience that TV has found unreachable.
  • The study's proposed checklists on video selling and ODV opportunities both stress...

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