IAB Research Archives

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Video Landscape Report

The current video landscape is complex and evolving due to the confluence of technological innovations and consumer behavior shifts. As part of our continued effort to simplify video and educate the advertising marketplace about the growth and value of video, the IAB Video Center of Excellence has created this “Video Landscape Report.” It was compiled … Continued

The State of Data 2018

In 2018, U.S. companies are accelerating their spending on third-party, audience data for advertising and marketing efforts. American companies are expected to spend nearly $19.2 billion on the acquisition of audience data and on solutions to manage, process, and analyze this data—a figure that represents a 17.5 percent increase from the prior year. This expected … Continued

Defining the Data Stack 2018

The world of brands is changing: barriers to entry have collapsed and the path to consumers is direct. A new wave of brands who engage with consumers directly have risen and have been able to successfully establish themselves among consumers. Direct Brands have done this by applying insights and learnings derived from the data at … Continued

Direct Brands 2018 Founders’ Insights

What are Direct Brands? How do they behave? How do they sell? IAB’s CEO, Randall Rothenberg, and Mark Shmulik revealed findings from IAB’s inaugural Direct Brands 2018 Founders’ Insights at the 2018 Direct Brand Summit, based on research collected across a survey, round table discussion, and one-on-one interviews with founders. Key findings include: Direct brands … Continued

IAB Internet Advertising Revenue Report Conducted by PricewaterhouseCoopers (PWC)

Please review our third party content agreement before continuing. The IAB’s Internet Advertising Revenue Report, a survey conducted independently by PricewaterhouseCoopers, is released in full twice a year, to coincide with the collection of half-year and full-year data. At the end of the first and third quarters, the IAB releases via press release estimated, top-line reports. … Continued

The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads

Mobile shoppable video ads are interactive ads designed to connect consumers with products, services, or merchants within the ad itself. They can provide product learning and exploration, links to additional information and in some cases may enable click-to-buy capabilities within the ad. In this IAB study, “The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads,” … Continued

Advanced TV Attribution Buyers’ Guide

Advanced TV, which we define today as Addressable TV and OTT, offers marketers a powerful combination of precise targeting, as well as the ability to measure the effectiveness of their campaign from exposure to conversion. For direct brands—and any brand—measuring ROI is table stakes today, regardless of platform. Our goal with this attribution guide is … Continued

Ad Receptivity and the Ad-Supported OTT Video Viewer

This in-depth study by IAB and MARU/Matchbox both sizes the audience and provides demographics of U.S. video streamers watching Ad-Supported Over-the-Top (ASV OTT) video. It reveals an opportunity for brands to connect directly with key consumer segments through ad-supported video (ASV) delivered over-the-top (OTT). Once ASV OTT viewers were identified, a deep dive survey further … Continued