IAB Research Archives

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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

Live Video Streaming: A Global Perspective

As the adoption of live video streaming continues to increase, publishers and advertisers are finding new and creative ways to engage with a growing live audience. But what live streaming experiences do consumer prefer? How do streaming habits differ by country and region? And what untapped advertising opportunities exist in this dynamic format? The first … Continued

IAB Guide to Learning & Development Best Practices

The media and marketing industries are beset by technological shifts and evolving consumer trends that create an urgent need for on-going employee training. The field of Learning & Development is dedicated to improving team and individual performance by honing skills and knowledge required for businesses to stay productive and competitive.  Investing in a comprehensive learning … Continued

IAB Research Hub

IAB Research tackles some of the biggest questions the industry faces. We arm you with insights into how digital advertising works, ideas about how to build marketing strategies, and information about how markets are moving. 2018 IAB Research Released Ad Revenue Digital Advertising Digital Ad Industry Digital Trends Digital Video Direct Brands Mobile Over-The-Top Social … Continued

Building 21st Century Brands: Video Creative Innovation

Innovation in video creative has multiple elements, encompassing content, storytelling, creative formats, and technology. This whitepaper about Video Creative Innovation is a first step in contributing to video advertising innovation and has three objectives: Encourage innovation in video advertising content and formats Help inform which video advertising content and formats improve the consumer experience and … Continued

Increased Spending in Original Digital Video Programming and Mobile Video

Nearly 60% of marketers’ digital advertising budgets are allocated to digital video according to the 5th annual “Digital Content NewFronts: Video Ad Spend Study 2018.” Half of advertisers will increase spending on digital video, mobile video, and advanced TV, and two-thirds of advertisers will shift funds from TV budgets to fund their digital video advertising. … Continued