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Digital Video Research

The IAB State of the Digital Video World

IAB and the Digital Video Center of Excellence released “The IAB State of the Digital Video World,” a report that affirms the vital role that both mobile and programmatic play in digital video advertising around the world. The research taps into 19 IABs across the globe – Brazil, Belarus, Canada, Colombia, Denmark, France, Ireland, Italy, Mexico, the Netherlands, New Zealand, Norway, Russia, Singapore, Uruguay, South Korea, Turkey, and the United Kingdom, as well as the United States – to reveal country-specific digital video revenues, wireless and broadband availabilities, and the perceived importance of formats, platforms, and monetization strategies.

2015 NewFronts Attendee Highlights

Attending the NewFronts has a positive impact on buy side attendees.  Nearly 9 in 10 attendees of the 2015 NewFronts report that they picked up a new opportunity as a result of attending and two-thirds plan to spend at least as much in digital video as they did last year after attending the event. Read the survey.

Longer-Form Video is Capturing Attention on Mobile Screens Across the Globe, According to Major International Study From IAB

Contrary to popular opinion, mobile screens are regularly being tapped for streaming longer-form video, according to “Mobile Video Usage: A Global Perspective,” a new comprehensive survey of consumers from 24 countries around the world who watch smartphone video. Thirty-six percent of total respondents said they watch videos that are 5-minutes or longer on their phones daily or more frequently. Smartphone video viewers in Turkey, Finland, China, Russia and Singapore are particularly frequent viewers of such videos. Even longer programming, such as movies and full-length television show episodes, are also viewed by audiences on mobile devices, with Chinese viewers being the most inclined to watch both films and TV shows on their mobile screens.

One in Four U.S. Adults Watches Original Digital Video, According to IAB Research

A quarter (24%) of the American adult population, an audience of 59 million strong, is turning to original digital video programming at least once a month, according to the “2015 Original Digital Video Study” from IAB. This marks an uptick of 13 percent over last year’s audience size of 52 million. The in-depth survey of over 1,900 consumers, produced by GfK as an update to the IAB annual original digital video study, also shows that original digital video has the distinct ability to attract the difficult-to-reach18-34 year-old audience of cord-cutters/cord-nevers – a growing group, now at 17 million.

68% Of Marketers & Agencies Anticipate Increasing Digital Video Ad Spend

More than two-thirds (68%) of marketers and agency executives expect to see their digital video ad budgets increase in the next 12 months, according to the second annual “Digital Content NewFronts: Digital Video Spend Study,” a survey of 305 buy-side professionals conducted by Advertiser Perceptions and IAB. This optimism about the medium comes on the heels of a strong uptick from spring 2013 to spring 2015 in budget allocation to digital video by brand advertisers and media buyers, with the former increasing its commitment to digital video by a whopping 90 percent over that two-year time period.

IAB and DigitasLBi: Content Revelations Qualitative Study

Content marketing that leverages digital video is seen as one of the best storytelling mediums by marketers and is garnering bigger, standalone budgets accordingly, yet these same brand advertising executives are challenged with justifying its ROI, according to a qualitative study— “Content Revelations”— from DigitasLBi and IAB, and conducted by Advertiser Perceptions. “Content Revelations” is a research supplement to a quantitative report, “Digital Content NewFronts: Digital Video Spend Study”, released April 27, 2015, by IAB. Download the infographic.

2015 IAB NewFronts Insights Lunch

On Wednesday, May 6, 2015, over 100 senior marketers, agency executives and reporters attended the 3rd annual IAB NewFronts Insights Luncheon held at the IAB AdLab. The well-received event provided insights into all aspects of digital video and tips on how to integrate the findings into actionable results from 5 presenting sponsors: Quantcast & MediaSmith, ShareThis, Tremor, TrueX and Unruly. Senior executives networked over a catered lunch and then absorbed the findings from diverse studies that ranged from assessing the impact of consumer video ad choice and guidelines for creating engaging TV commercials to an analysis of demographic targeting accuracy, the effect of social TV viewing and a look into consumer use of video on demand.

2014 Consumer Insights on Digital Video

This consumer insights study released at the 2014 NewFronts explores the behaviors, attitudes, and perceptions that regular viewers of Original Digital Video have around the video format as compared to TV. The report informs the buying community about what consumers do, watch, think and feel about original, professionally produced digital video content. Read the full report here.

Digital Video Trends (Summary of the Digital Video Studies)

This report compiles key slides from IAB research on digital video over 2014 and shows how and why consumers continue to view more digital video of all types. In response to consumers’ increased video streaming, video advertising has grown both in ads streamed and revenue earned. While marketers and advertisers plan to spend more in digital video, they note specific challenges to even further growth.  Key findings:  The number of videos streamed grew by double digits over the time period examined while video ads grew by triple digits. This is reflective of a larger digital video ad growth trend which shows that video ad revenues have tripled over the past 5 years to reach $2.8B for the full year 2013.

The 2014 Digital Content NewFronts: Advertiser Perspective

Brand marketers and advertising agency executives expect original digital video programming to become as important to their businesses as television advertising, with the bulk of that increased internet spending migrating from television budgets. Read the full report by IAB and Advertiser Perceptions here.

Original Online Video: Quantifying Reach and Impact (2013)

Receptivity to marketing messages during original professional online video was directly in line with consumer ad receptiveness while watching primetime television programming on a regular TV set. The results clearly demonstrate that original professional online video programming is hitting strong benchmarks when compared to traditional television. Read the full report here.

Guidelines and Standards for Digital Video
Webinars on Digital Video’s Hottest Topics

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April 25, 2014
Digital Video Metrics Modernized

Join IAB and leaders in Digital Video from Google and Yahoo, as they present an educational overview of digital video in-stream ads and the updated metric definitions, as well as answer some frequently asked questions.

  • What’s new and what has been changed
  • Measurement v.s. Metrics, Display v.s. In-stream
  • Overview of Digital Video In-Stream Metrics

Margenett Moore-Roberts, Sr. Director, Video Advertising Strategy, Yahoo
Bayard Russell, Services Product Manager, Google Inc.

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*Qualifies for 1 CE Credit toward Digital Media Sales Recertification and Digital Ad Operations Recertification.

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February 3, 2014

IAB International Webinar Series: Digital Video

Please join us for this in depth discussion about the development of Digital Video, trends and initiatives at the IAB, a review of the V-Suite technical standards, and share insights on the 2014 Digital Content NewFronts.

Julie Van Ullen, former VP Members Services, IAB
Chris Mejia, former Director Digital Supply Chain Solutions, IAB
Guest speakers to be confirmed

*Qualifies for 1 CE Credit toward Digital Media Sales Recertification and Digital Ad Operations Recertification.

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August 20, 2013

Making Measurement Make Sense Q3 Town Hall: Spotlight on Digital Video Viewability

In this town hall, senior executives from the marketing and media ecosystem will lead a robust debate about how the marketplace will contend with new, more consistent currency for brand advertising transactions, with a focus on digital video viewability.

Speakers Include:

Tal Chalozin, CTO & Co-Founder, Innovid
Adam Gerber, Vice President, Sales Development & Marketing, ABC Television Networks
George Ivie, CEO / Executive Director, Media Rating Council
Julian Zilberbrand, SVP, Global Digital Director, Strategic Partnerships & Technology Solutions, Starcom Mediavest Group

Moderator: Sherrill Mane, SVP, Research, Analytics & Measurement, IAB

*Qualifies for 1 CE Credit toward Digital Media Sales Recertification.

 Download the full presentation here
View photos from the 3MS Town Hall in the IAB Ad Lab here

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About the IAB Digital Video Center of Excellence

The IAB Digital Video Center of Excellence, a dedicated unit within IAB, is devoted to the advancement of the digital video medium in the global marketplace. Its board and members reflect a dynamic mix of top television brands, original digital video content producers, prominent print publishers, digital video technology leaders, and innovative start-ups spanning the growing digital video programming, marketing, and distribution spectrum. Together with its member companies and in cooperation with the IAB Technology Laboratory, the IAB Digital Video Center produces technical standards, research, and thought leadership critical to the field, while identifying emergent best practices in the fast growing arena of digital video. Working alongside the IAB Public Policy office, the Center also advocates to legislators on behalf of the burgeoning medium. Established in November 2014, the Digital Video Center is based at the IAB New York City headquarters, and membership is open to all IAB member companies.

IAB Digital Video Center
Board of Directors

Adam Berliant, Executive Producer, Microsoft
Brian Boland, Director, Monetization Product Marketing, Facebook
Philippe Browning, VP Monetization, Snapchat
Jonathan Carson, Chief Revenue Officer, Vevo
Tal Chalozin, CTO & Co-Founder, Innovid
Rahul Chopra, VP, Video, Newscorp
Kevin Conroy, Chief Strategy Officer, Chief Data Officer and President, Enterprise Development, Univision
Bill Day, CEO, Tremor
Joe Dugan, SVP of CNN Digital Ad Sales, CNN
Scott Ferber, CEO, Chairman, Videology
Chad Gutstein, CEO, Machinima
Jeremy Helfand, VP Video Solutions, Adobe
Nick Johnson, VP, National Sales, Internet & Broadband, NBC (Interim Member)
Doug Knopper, Co-Founder/Co-CEO, Freewheel
Richard Kosinski, President, Unruly
Ken Lagana, VP Sales, CBS
David Bradford Elders
John McCarus, Chief Strategy Officer, Lin Media/Media General
Scot McLernon, CRO, Yume
Pooja Midha, SVP, Digital Sales, ABC
Peter Naylor, SVP, Advertising Sales, Hulu
Suzie Reider, Director, Global Industry Development: Video, YouTube
Guy Yalif, Vice President Global Marketing, BrightRoll/Yahoo
James Smith, SVP, Head of Digital Media Sales, Crackle
Jeremy Steinberg, SVP, Digital Ad Sales, Weather Co.
Dan Suratt, EVP Digital New Media, A&E
Lisa Valentino, CRO, Condé Nast
Shereta Williams, President, Videa/Cox

IAB Digital Video Center
Buyer Advisory Board

Jordan Bitterman, Chief Strategy Officer, Mindshare
Ari Bluman, Chief Digital Investment Officer, GroupM
David Cohen, Chief Investment Officer, UM
Mac Delaney, Head of Programmatic, Merkel
Carl Fremont, Global Chief Digital Officer, MEC
Marianne Gambelli, Chief Investment Officer, Horizon
Jennifer Gardner, Director Media Investment and Partnerships, Unilever
Jon Halvorson, Director, Global Media & Entertainment, General Motors
Adam Kasper, Chief Media Officer, Havas
Mike Law, Executive Vice President, Managing Director, Video Investment, Dentsu Aegis
John Lisko, Executive Communications Director, Saatchi & Saatchi
Kristian Magel, Chief Investment Officer, Initiative
John Muszynski, Chief Investment Officer, Spark
John Nitti, Chief Investment Officer, ZenithOptimedia
Lou Paskalis, Senior Vice President - Enterprise Media Executive, Bank of America
Amanda Richman, President, Investment & Activation, Starcom WW
Jonathan Schaaf, President, Digital Investment, Omnicom Media Group
Adam Shlachter, Chief Investment Officer, DigitasLBi
    Bank of America        Dentsu Aegis Network Digitas LBi   General Motors Group M Havas Media Horizon Media  Initiative     MEC     Omnicom Group Saatchi & Saatchi  Snapchat     Unilever        Zenith Optimedia

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