IAB research • 16.05.2017

Marketers: investment in original digital video nearly doubled since 2015

80 percent of marketers and media buyers plan to increase spending on original digital video through the end of the year

Cover of the “Digital Content NewFronts: Video Ad Spend Study.”...
Cover of the “Digital Content NewFronts: Video Ad Spend Study.”
Source: IAB

Advertiser investment in original digital video programming has nearly doubled over the past two years, with 80 percent of brand and agency executives saying that they are planning to spend even more on original digital video this year, according to the fourth annual “Digital Content NewFronts: Video Ad Spend Study.” This survey of 358 marketing and media buying professionals was conducted by Advertiser Perceptions and released today by the Interactive Advertising Bureau (IAB).

Original digital video is gaining a greater share of total digital video budgets—its slice of the pie reaching 47 percent, from 45 percent in 2016. Native advertising is increasingly a key part in these original digital video buys, accounting for 42 percent of investment, up from 32 percent the previous year. More than half (53%) of respondents cited expanding budgets as the means to fund this rise in original digital video spend.

Confirming the powerful role that the Digital Content NewFronts plays in media buying decisions, nearly nine in 10 advertisers (88%) said that they increased their original digital video budget as a result of attending the 2016 NewFronts. More than three-quarters (77%) agreed that the 2016 NewFronts encouraged them to investigate ways to incorporate VR or 360-degree video advertising into their marketing strategy.

The 2017 NewFronts is poised for even greater impact, with marketers and media buyers planning to allocate more of their original digital video budget at this year’s event than ever before a full 40 percent, up from 37 percent in 2016.

“Original digital video is an inventive and engrossing medium that is increasingly being leveraged by advertisers to reach and engage consumers,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “As video evolves with the introduction of VR and 360-degree technologies, we can expect to see original digital video play an even bigger part in brand strategy. The study also underscores the strength of the NewFronts as a critical industry event where marketers and media buyers find inspiration and budget allocation happens—all driving further growth across the original digital video landscape.”

Source: IAB research

related articles:

popular articles:

Thumbnail-Photo: The future of retail: AI is changing everything...
08.07.2019   #digital marketing #visual merchandising

The future of retail: AI is changing everything

AI-enabled systems help retailers understand their customers

For retailers, winning is still all about delighting the customer. The trick is to move fast enough and to be as nimble as possible to satisfy the customer not only today, but in the future. ...

Thumbnail-Photo: Introducing a new, powerful mobile POS in Posiflex’s MT series...
25.06.2019   #epos systems #cashpoints

Introducing a new, powerful mobile POS in Posiflex’s MT series

MT-5310W from Posiflex combines the mobility of a tablet with the functionality of a fixed POS terminal. .

Today’s customers have higher expectations than ever when it comes to service. To meet and exceed customers’ ever-growing expectations, Posiflex is pleased to present MT-5310W, the latest addition to the popular MT series: a hybrid ...

Thumbnail-Photo: Retail service robots – helper or footfall generator?...
22.07.2019   #pos marketing #services

Retail service robots – helper or footfall generator?

Using drag and drop to train the new coworker

Many of us know their faces, even if we have never met them in person. One of these faces belongs to Pepper, the humanoid robot. It has fast become a media star. ...

Thumbnail-Photo: Why digital signage pays off big!
03.06.2019   #digital signage #customer relationship management

Why digital signage pays off big!

The right content can increase sales and customer loyalty

The strategic use of digital signage can unquestionably lead to increased sales, a boosted impact of the sales floor, a new shopping experience, and a stronger brand image. However, emphasis is too often placed merely on technical innovations that ...

Thumbnail-Photo: Digital Signage Summit Europe - 30 % discount...
07.06.2019   #customer analysis #marketing

Digital Signage Summit Europe - 30 % discount

Many of the world’s foremost digital signage experts, thought leaders and leading technology and service suppliers will come together to present a unique mix of keynotes, conference channels, awards and exhibition showcase.

Now in its 14th year, DSS Europe is the leading European strategy event exploring the business and technology of Digital Signage and DooH - here is a 30% code for our readers – 415839The theme of this year’s conference is ‘Customer ...

Thumbnail-Photo: Innovative ICA store triples revenue
22.08.2019   #electronic shelf labels (ESL) #price labelling

Innovative ICA store triples revenue

Automatic price updates and product information at the shelf

Since ICA merchant, Jan Sikström, took over the ICA Ettan store in Sundsvall (Sweden) in 2016, he has almost tripled the turnover from SEK 15 million to SEK 40 million. Today, the store has 15 employees and approximately 5,000 different items ...

Thumbnail-Photo: Frictionless checkout across all channels to build loyalty...
04.07.2019   #mobile payment #customer satisfaction

Frictionless checkout across all channels to build loyalty

H&M and Klarna elevate the shopping experience for US consumers

H&M and Klarna announced that they have expanded their current partnership agreement to also include the US market, in the development of an unrivalled payments and shopping experience across touchpoints. Together, H&M and Klarna are aiming ...

Thumbnail-Photo: APG announces the hiring of Mr. Paul Griffiths as its new president and...
09.08.2019   #cash management #cash drawers

APG announces the hiring of Mr. Paul Griffiths as its new president and CEO

Global cash management solution manufacturer welcomes its new president & CEO Paul Griffiths

APG Cash Drawer, a global manufacturer of cash management solutions announces the hiring of Mr. Paul Griffiths as its President and CEO. Most recently, Mr. Griffiths was the CEO of Birchwood Casey, a sporting goods company working with large ...

Thumbnail-Photo: 45th anniversary of the barcode in retail
01.07.2019   #barcode scanner #qr code

45th anniversary of the barcode in retail

GS1 US celebrates the barcode’s relevance as the backbone of commerce

GS1 US®, the information standards organization best known as the administrator of UPC barcodes, this week celebrates 45 years since the debut and first scan of the iconic barcode. On June 26, 1974, a pack of Wrigley's chewing gum carrying a ...

Thumbnail-Photo: Sales assistant Remy talks about strange customers and emotional...
25.07.2019   #customer satisfaction #pos marketing

Sales assistant Remy talks about strange customers and emotional decisions

An interview with a fictitious robot that works in retail

There is a lot of hype surrounding humanoid, socially intelligent robots and what they can do. They are interviewed, filmed and tested. Oftentimes, it’s to find out how consumers feel about the machines and how they are accepted by users and ...

Supplier

APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen