IAB video ad spend study

Provides findings from a study on video ad spend in 2017, based on a sample of marketer and agency contacts, and provides recommendations for the future.
  • Advertisers are spending on average more than $9 million annually for their brand's digital video advertising, representing a 67% increase from two years ago.
  • Cross-platform spending (TV + online video) is seeing continued growth in 2017, which is driven by agencies, 67% of whom plan to increase cross-platform spending.
  • Advertisers currently allocate digital video budgets fairly evenly across multiple channels (TV shows online, news sites, etc.), suggesting they are still in a test and learn phase, which presents an opportunity for channels to prove their effectiveness.
  • Suggested best practices for original digital video selling include addressing viewability...

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