IAB Video landscape report 2016

This paper reports on the findings of the IAB Video Center of Excellence, which undertook desk research, alongside consultation with practitioners and industry experts to provide perspectives and insights on the video advertising ecosystem.
  • The video ecosystem is now more complex than ever, and while traditional TV continues to dominate ad revenue, digital video is the fastest growing video type by consumption.
  • Across platforms and channels, the rapid evolution of the ecosystem is providing some new opportunities: Addressable TV, OTT, Programmatic TV, Original Digital Video, Live Video, and In-Feed Native Video.
  • Though the industry has seen an increase in the opportunities to reach viewers, there are significant challenges in both traditional and digital video: cross media measurement, ad avoidance and audience fragmentation.
  • The industry needs to have a deeper understanding of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands