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IAB 2018 Video Ad Spend Study Summary

Core Content

The IAB 2018 Video Ad Spend Study provides insights into the evolving landscape of digital and mobile video advertising, highlighting trends in spending, content preferences, and the role of events like the Digital Content NewFronts in shaping advertiser decisions. The study surveyed 353 respondents, including marketers and agencies, and revealed significant growth in digital video ad spend across all sectors.

Main Findings

Digital Video Advertising Trends

• Increased Spending: Over half of advertisers plan to increase their mobile and digital video ad spend in the next 12 months.
• Annual Spend Growth: On average, advertisers will spend more than $10 million annually on digital and mobile video, a 53% increase from 2016.
• Shift from TV: Two-thirds of advertisers will shift funds from TV budgets to support digital video advertising.
• Digital-Primary vs. TV-Primary: 89% of advertisers use digital budgets as the primary source for digital video, while 11% rely on TV budgets.

Original Digital Video (ODV) Trends

• Robust Growth: ODV ad spend has grown by 68% since 2016, driven largely by agencies.
• Importance of ODV: Over 80% of advertisers consider ODV essential to their media strategy.
• Quality Over Targeting: Quality programming is the top factor in choosing ODV partners, with 70% of advertisers citing it as at least as important as targeting in driving ROI.
• Native Advertising: Two-thirds of ODV advertisers allocated budget to native advertising, with 50% planning to increase it in the next year.

Digital Content NewFronts Impact

• Event Attendance: 68% of video advertisers plan to attend the 2018 NewFronts.
• Budget Allocation: Approximately 40% of ODV budgets are allocated at the NewFronts event.
• Increased Spending: 80% of advertisers reported increased ODV spend after attending the 2017 NewFronts.
• Key Benefits: Advertisers believe ODV reaches audiences not accessible via TV, offers more prominent branding, and provides a less cluttered environment.

Cross-Platform Advertising

• Growth: About 40% of advertisers' 2018 budgets will be spent on cross-platform (TV + digital video) buys, with an increase of 30% since 2016.
• Measurement Improvement: 83% of advertisers believe cross-platform measurement has improved significantly from 2017.
• Agency Influence: Agencies are leading the growth in cross-platform spending.

Direct to Consumer (DTC) Trends

• DTC Focus: 86% of advertisers agree that ODV will grow and become a larger share of their advertising as DTC platforms expand.
• Data Utilization: 74% of marketers use their own first-party data to optimize digital video buys.
• In-House Advertising: 84% of advertisers expect to bring more advertising functions in-house, bypassing agencies.

Video Ad Formats and Channels

• Format Allocation: Video ad budgets are evenly distributed across formats, with 15% of dollars typically spent on video ads that appear in videos.
• Social Media Dominance: Social media channels take the largest share of the typical video ad budget.
• Native and Integration: Native advertising and brand integrations are widely used, with 67% of ODV advertisers spending on native ads.

Challenges and Obstacles

• Price and ROI: Price and ROI are the biggest obstacles for increasing ODV spend, with 35% of advertisers citing price and 37% ROI as primary concerns.
• Measurement Concerns: Viewability and brand safety are also significant challenges, particularly for the Food & Beverage sector.

Key Recommendations

• Content Quality: Emphasize the quality of original digital video content as the primary selling point.
• Native Opportunities: Promote native advertising and brand integrations to meet advertiser demand.
• Viewability and Measurement: Address concerns around viewability and measurement capabilities, especially for TV-focused buyers.
• Cross-Platform Strategy: Support cross-platform campaigns and ensure robust measurement systems are in place.
• ROI Demonstration: Clearly demonstrate ROI to justify ODV investments, especially as price remains a challenge.

Summary of Spending by Sector

Conclusion

The study underscores the growing importance of digital video advertising and the role of Original Digital Video in shaping media strategies. Advertisers are increasingly allocating budgets to ODV, leveraging its unique benefits for reaching new audiences and enhancing brand engagement. Events like the NewFronts are playing a crucial role in driving this growth, and cross-platform strategies are becoming more prevalent. Addressing challenges like price, ROI, and measurement will be key to sustaining this trend.