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BizReport : Advertising archives : April 28, 2015

IAB report shows increasing commitment to digital video advertising

The Interactive Advertising Bureau has released a new study showing that more than two-thirds of marketers and agencies are moving budgets away from television to digital video ad spending.

by Helen Leggatt

In the next year, 68% of marketers and agencies plan to increase their digital video ad spend, according to the Interactive Advertising Bureau's new study 'Digital Content NewFronts: Digital Video Spend' (.pdf). Based on a survey of more than 300 buy-side professionals the study highlights how much of a "fierce competitor" digital video now is for advertising dollars.

"Brand advertisers and media buyers have been dramatically increasing their commitment to digital video, so all signs point up for this captivating form of storytelling as the industry rallies for the NewFronts," said Sherrill Mane, the IAB's senior vice president of research, analytics, and measurement.

Respondents expect that greater investment in digital video will come from increasing advertising budgets in 2015, and a shift in funds away from broadcast and cable television. Only 33% of respondents said they expected to increase spending on television this year versus 68% who said they would devote more budget to digital video and 58% who will invest more in mobile video. In all, 67% said they will be shifting funds from TV into video buys.

Furthermore, two-thirds believe that original digital video will become as important as original television programming within the next three to five years. To this end, both marketers and agencies will be closely monitoring digital video to assess its ability to drive sales and branding and produce metrics consistent with television.

Image via Shutterstock

Tags: advertising, television, trends, video advertising

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