Buy-side and sell-side digital video advertising strategies mature as measurement evolves towards branding KPIs and away from the click, the first IAB Europe Attitudes to Digital Video Advertising survey reveals.
Based on a survey of more than 650 advertisers, agencies and publishers from across 31 markets, the study provides clarity on the status of adoption and buy-side and sell-side perspectives on the development of digital video and trading methods.
The research shows that nearly all stakeholders are now deploying some form of digital video advertising strategy, with over 90% of advertisers, media agencies and publishers claiming that they are using the channel.
Key findings of the report:
Alvaro Bolivar, Senior Director and Head of International Product, ONE for Publishers, AOL Platforms said: “Sound, sight and motion is the future of advertising. Video is now embedded in 80% of our original content on Huffington Post and one in three visits to the site results in at least one video view, showing that there is an appetite for both content creators and advertisers to engage with audiences through the medium, though the fact that this figure is not 100% represents an opportunity to close the gap between supply and demand in the market. Video on mobile devices is the preferred media format for millennials, and this is reflected in the 21% increase year on year in video views that we have seen on non-desktop devices.”
Oliver Gertz, Managing Director Interaction EMEA and Programmatic Lead Global Clients, MediaCom said: “As video consumption increases across digital channels, so does video advertising. Digital video can drive brand KPIs via inspiring and informing content combined with effective targeting. Integrated screen planning is important to maximise reach across all screens, from TV to mobile video.”
For more information, please contact:
Marie-Clare Puffett, IAB Europe (firstname.lastname@example.org)