2014 IAB Research

One in Four U.S. Adults Watches Original Digital Video, According to IAB Research 1

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2014 IAB Research

Video:

  • Digital Video Trends
    As a summary of the digital video work, 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.
  • Original Digital Video Ad Spend Benchmark
    The IAB released a survey of agencies’ and marketers’ perspectives on ad spend in digital video, conducted by the IAB and Advertiser Perceptions.  The study examined how much ad spend has grown and how much more buyers intend to spend on both Original Digital Video and video overall after attending the NewFronts.  Key findings:  65% of agencies and marketers plan to spend more in the next 12 mos. on Digital Video while only 39% plan to spend more on TV.  The increase in budget is expected to come from TV (67%), overall expanded budget (48%), other non-digital, non-TV budgets (33%) and other digital budgets (32%).
  • Original Digital Video Consumer Study
    Original Digital Video Consumer Study was released during the NewFronts.  The study was conducted by the IAB and GfK and explored the behaviors, attitudes and perceptions that regular viewers of Original Digital Video have around the video format as compared to TV.  Key findings:  22% of US Adults watch Original Digital Video monthly, up from 19% a year ago.  They view it as ‘unique’, ‘edgy’ and ‘innovative’ and 52% do social media activities related to the shows vs. 38% who do so for TV.  Viewers of original digital programming prefer that type of content to news, sports and daytime programming on television, and like it almost as much as they do primetime TV.
  • NewFronts Attendee Survey
    The second annual attendee survey gathered attendees’ feedback and offered an informal sneak peek into buyer’s intentions after attending the events.  They’re planning to spend more in original digital video.  Key Findings:  Most (76%) attended 3 or more NewFronts events, most (86%) expect a dollar shift from TV to Digital Video over the year and the biggest hurdles to buying Original Digital Video are thought to be Measurement (23%) and Scale (22%).
  • NewFronts Research: Insights Lunch
    Five companies who were not part of the NewFronts (because they don’t produce and sell Original Digital Video) presented original research around video and connectedTV at the IAB AdLab to an invited audience of agency buyers at the IAB NewFronts Insights Lunch.  The AdLab was at capacity and the event was covered in the NY Times.  Their presentations can be found here.

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Path to Purchase/Reaching Consumers:

  • Auto Shoppers and Digital:
    In time for the Auto Show, IAB released a study on Digital Influence on Auto Intenders using Prosper data.  The study, which was covered by the press, revealed that Auto Shoppers use more digital and mobile media and are more likely to be influenced by such media and advertising than the general population.   Key findings:  Auto Intenders are more likely to do online research for products before buying (96%), especially cars (29%) and are twice as influenced by sponsored search results as the general population.  Auto intenders are 71% more likely to be swayed by Internet Ads for autos, +87% by Email Ads and +71% by Social Media.

  • Mixology Playbook (for Cannes):
    The IAB released a Mixology Playbook for Cannes which included buy side interviews and contained case studies on how to market to alcohol buyers using digital and mobile, along with some research slides.

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Mobile First & Reaching Consumers Across Screens:

  • Media Multitaskers and Purchase Influence + Blog Post:
    Media Multitaskers and Purchase Influence was released accompanied by a blog post written by Kristina Sruoginis.  The study used Prosper Data to look at consumer and media behaviors of ‘Media Multitaskers’, or those who regularly go online while watching TV as compared to the general Adult 18 and over population in the US.  Key findings: 44% of US adults regularly do Media Multitasking while 82% do so at least occasionally.  Regular Media Multitaskers are more likely to notice and to be influenced by the media they are taking in on either screen and about one-quarter to one-third report searching online as a result of what they’ve seen in an internet or email ad or on TV.  While searching, they’re more prone to be influenced by a sponsored search result – nearly half report doing so.
  • Mobile Gamers: Who They Are, How They Shop, and How to Reach Them + Blog Post:
    Mobile Gaming apps are the most popularly used mobile app type, representing a substantial 37% of the US adult population.   This digital and mobile savvy group earns more, spends more and is more likely than the general population to be planning both major and minor purchases. Key findings:  Mobile Gamers are more likely to own a smartphone (52%) than a desktop computer (45%) and they regularly showroom.  94% of Mobile Gamers regularly research products online (vs. 89% A18+) and on their mobile devices before buying and the products they’re most likely to research (Electronics and Clothing) are also the ones that digital advertising is most likely to persuade them in.
  • Mobile Rising Stars Research:
    Maximizing the Mobile Opportunity:  Users are more likely to interact with and recall Mobile Rising Stars ads.  This research study compared IAB Mobile Rising Star ad formats to standard mobile banner ads across 3 live ad campaigns on mobile devices in order to examine the impact of ad interaction on branding, ad receptivity and the ad experience.  Key findings:  Users are three times more likely to interact with Mobile Rising Star ads than standard versions of the ads, resulting in an 83% lift in improved brand impression and 9 out of 10 recalling the brand advertised.

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Digital Trends:

  • Year in Review: Digital Usage Trend Report
    In early 2014, IAB released the Digital Usage Trend Report: Year in Review which summarized the digital, video and mobile usage trends of the year 2013.  Key points are that mobile internet usage has surpassed that of computers for the first time and digital video and video ads have shown explosive growth in 2013.
  • IAB/PWC Ad Revenue Quarterly Reports
    Digital and mobile ad revenue continues to climb at double-digit growth rates year over year.  Video and Mobile growth continue to stand out and overall internet ad revenues have surpassed broadcast TV.
  • IAB Interactive Advertising Outlook 2014 for JP Morgan Digital Summit
    An overview of current media usage and ad revenue trends of digital, video and mobile media was presented to the JP Morgan Digital Summit along with a peak into future trends like beacons, connected TV, digital everywhere and the data that will power them.

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Publisher Transformation:

  • Native Advertising: Getting In-Feed Sponsored Content Right: The Consumer View
    A study by the IAB and Edelman on Native Advertising was released along with a Town Hall-like event where the findings were unveiled and discussed.  Key findings are that Native Advertising needs to be Relevant, Authoritative and Trustworthy in both the brand and the surrounding content in order to appeal to consumers.

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Anti-Fraud:

  • Ad Blocking
    Internal study to inform public policy and Tech Lab

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Measurement:

  • Defining Digital Ad Engagement Whitepaper
    The IAB Whitepaper on Defining Ad Engagement was released at ALM.  This whitepaper was the result of separate executive working group meetings of publishers, agencies and vendors to discuss and categorize the key ad engagement metrics and the constructs that they fall under (Behavioral, Cognitive and Emotional)
  • Working Group on Improving Ad Impact Studies
  • Working Group on Data Measurement

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