IAB 2018 Video Ad Spend Study

This study looks at video ad spend by advertisers across digital, mobile and TV platforms in the US.
  • Advertisers’ top consideration for choosing ODV partners is quality programming – seven in 10 advertisers say the quality of the site or app where the video appears is at least as important in driving ROI of their video investment.
  • Two-thirds of advertisers allocated budget to native opportunities last year and half of advertisers expect to increase the amount of their ODV budget that will go to Native opportunities in the next 12 months.
  • Be prepared to manage concerns around viewability – particularly among buyers who are generally focused on TV.
  • Price is a top challenge for ODV...

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