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IAB Video Advertising Spend Report

IAB Video Advertising Spend Report

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2019 Digital Content NewFronts

SUMMARY

This report reveals that ad spend in digital video is experiencing a significant increase as marketers report a 25% rise for digital video budgets compared to the previous year.

All categories are experiencing this increase. Media and entertainment reported a 75% increase while the fashion sector experienced a 45% increase since 2018, the research shows.

The segment boosting spend increases is Original Digital Video content which is now valued at $9.3M. Despite the growth, and that advertisers think that ODV is key, the spend on this content type faces some challenges in terms of “quality of content”, the research says.

Regarding advanced TV the paper indicates that almost 60% of advertisers believe that their budgets for ATV will see a rise this year. On the other hand, the mobile and desktop segments register the same spending levels, with almost two-thirds of the total digital video spend allocated evenly across the two segments.

Growth in digital video programmatic spending could go up 4% year/year, the study says. Besides, the report includes spend among direct to consumer marketers. DTC marketers expect to allocate over  50% of their digital spend on digital video advertising.

 

OUTLINE

Executive Summary

Methodology

Key Insights 

Digital Video

Advanced TV Video and Programmatic Video

Brands 

Video Advertising Trends 

Appendix 

DETAILS

Overview

Researchfinder Rating
4 out of 5 stars
Title
IAB Video Advertising Spend Report
Sub-Title
2019 Digital Content NewFronts
Region
Global
Published
April 15, 2019
Publisher
IAB
Author(s)
Susan Hogan, Andy Sippel
Price
FREE
Language
ENGLISH

Content

Number of Pages
68
Number of Tables
0
Number of Exhibits
35
Topics
e-commerce
Tags
advertising, digital advertising, digital marketing, ecommerce, global, IAB, marketing, mobile, mobile advertising, TV, video
Companies mentioned
YouTube, Facebook, Instagram, ESPN, MTV, CBS, Fox, Snapchat
Author(s)
Susan Hogan, Andy Sippel
Methodology
This study is based on 350 online interviews with marketer and agency decision-makers in several sectors (Automotive, CPG, Fashion & Apparel, Finance, Home Furnishings Media & Entertainment, Retail, Telecommunications) conducted in Q1 2019.
EVALUATION

What makes this report valuable is its great graphs and clear language.

Positives:

  • Great graphs
  • Marketers' opinions
  • Clear language

Negatives:

  • Presentation-style report. More reading necessary to gain further insight

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