2015 IAB Research Hub

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

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2015 IAB Research Released


Reaching Consumers Across Screens

  • The Changing TV Experience
    The Changing TV Experience was released this Spring along with an Infographic and extensive press coverage. The survey revealed several key consumer behaviors that affect TV viewing. Multiscreening is the new normal: 78% of US adults use a computer or a mobile device while watching TV, most often a smartphone. Connected TV ownership and usage is also taking a foothold: 1 in 3 US adults owns a Connected TV, 2 in 5 Connected TV owners say they spend at least half of their TV screen time streaming digital video and 3 in 4 consider the experience to be as good as or better than watching TV. The study further explored what Multiscreeners do on their devices and how much attention they pay to each screen along with details around what genres, how much and how often do Connected TV owners stream digital video.

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Digital Video

  • 2015 Original Digital Video Consumer Study
    Now in its third year, the 2015 IAB Original Digital Video Consumer Study conducted by the IAB and GfK explored the behaviors, attitudes and perceptions that regular viewers of Original Digital Video have around the video format as compared to TV.  One in four (24%) US adults watches original digital video at least once a month, a double-digit increase in audience size year-over-year.  Consistent with last year’s findings, original digital video is preferred by its viewers over news, sports and daytime TV, and they like it almost as much as they do primetime television.  Most view original digital video (72%) on a computer but twice as many as 2 years ago stream it on other devices:  Connected TVs (56%), smartphones (56%), and tablets (48%).  Two-thirds (65%) of those who stream original digital video to connected TVs state that they typically watch during primetime (8-11pm) and half (53%) of them report they are doing so more than they did a year ago, largely driven by more (and more interesting) content along with ease of use of connected TVs.
  • 2015 Original Digital Video Ad Spend Benchmark
    Now in its third year, the 2015 Original Digital Video Ad Spend Benchmarking study with Advertiser Perceptions explored agencies’ and marketers’ spending plans around Original Digital Video along with their perspectives on the video type.  Over two-thirds (68%) expect to increase their video budgets in the next 12 mos.  On average, buyers saw a 66% increase in their overall digital video budgets as compared to 2013.  40% of that video budget is expected to go to Original Digital Video.  While 67% expect the increased Original Digital Video budget to come from TV, 40% say it will come from an overall expanded budget.
  • Content Revelations study with Digitas
    The IAB partnered with Digitas to release an additive qualitative study at the NewFronts called ‘Content Revelations’ in which top ad executives were interviewed about Original Digital Video.  Through in depth conversations with key industry executives, the study revealed that content marketing that leverages digital video is seen as one of the best storytelling mediums by marketers and is garnering bigger, standalone budgets.
  • 2015 NewFronts Attendee Survey
    The third 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:  Even more attended 3 or more NewFronts events and most expect a dollar shift from TV to Digital Video over the year.
  • 2015 NewFronts 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 many respected news outlets.  Their presentations can be found here.
  • Advanced TV: Ad Buyers’ Perceptions Study
    The majority of advertisers (78%) have already leveraged some form of advanced TV in their marketing efforts, according to “Advanced TV: Ad Buyer Perceptions,” a survey of 255 brand and agency decision-makers published by IAB and Digital Video Center of Excellence. The survey, conducted by Advertiser Perceptions, reveals that although the current median budget allocation for advanced TV is a modest $1.4 million, 70 percent of advertisers expect to spend more on the medium within the next 12 months.

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Path to Purchase/Reaching Consumers

  • IAB Digital Shopping Report
    Released on Cyber Monday, the IAB Digital Shopping Report, a custom IAB analysis of Prosper Insight data, explores the digital and mobile shopping habits of US Adults across different age groups.  The report reveals that consumers are more likely to purchase using a tablet (35%) than a smartphone (28%) except for Adults 18-34 who are more inclined to make purchases using their smartphones (43% vs. 35% on a tablet).  18-34 year olds are also more likely to favor smartphones for any retail activities while 35-54 year olds prefer tablets.  While different age groups ‘showroom’ differently, half of US Adults compare prices on a mobile device while in a store and most will then buy in a physical store – the current retailer or that of a competitor.  The next most likely activity is to buy from another store’s website via mobile or computer.
  • IAB Holiday Shoppers and Digital Influence on Electronics and Clothing + Blog Post
    As a companion piece to the IAB Digital Shopping Report, the study, IAB Holiday Shoppers and Digital Influence study was released with an IAB Blog post.  The study focused on consumers’ Electronics and Clothing purchase plans with an emphasis on how digital and mobile media and advertising affects those purchase decisions.  Roughly three-quarters of US adults are planning to spend at least as much on clothing during this holiday season as they did last year and about two-thirds of US adults plan to spend the same or more on Electronics this season.  18-34 year olds are more likely to be spending and more likely to use their mobile devices to shop.  While all age groups report digital and mobile media and advertising influencing these purchases, 18-34 year olds are most likely to be influenced.
  • IAB Digital Influence on Home Improvement Plans
    “IAB Digital Influence on Home Improvement Plans”, a custom analysis of Prosper Insights data, shows that U.S. consumers planning home renovations are nearly twice as likely as the general population to be influenced by mobile and desktop ads, with 22 percent saying these ads guide their purchases, compared to 12 percent of the general population.  Home renovators, most likely to be aged 35-64, tend to be more digital media-savvy than the typical U.S. adult, with 40 percent citing online search as a source for home improvement ideas.
  • Digital Influence on Hispanic Consumers Planning Home Improvement
    “Digital Influence on Hispanic Consumers Planning Home Improvement” reveals that Hispanic American home renovators are younger, mobile-first consumers who are more likely to research and buy home improvement related products on their mobile devices.  They are roughly twice as likely as general home renovators to be influenced by digital media and advertisingand about three times more likely to be influenced by mobile media in their home improvement purchases.

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Ad Revenue (visit iab.com/adrevenuereport)

  • IAB/PWC Ad Revenue 2015 Half Year Report and Webinar
    Digital and mobile ad revenue continues to climb at double-digit growth rates year over year to reach $27.5Billion over the first half of 2015.  Video and Mobile growth continue to stand out.
  • IAB/PWC Ad Revenue 2014 Full Year Report and Webinar
    Digital and mobile ad revenue continues to climb at double-digit growth rates year over year to reach $49.5Billion over 2014.  Video and Mobile growth continue to stand out as overall internet ad revenues have surpassed broadcast TV.
  • IAB/PWC Ad Revenue Q1 and Q3 Topline Reports
    Digital and mobile quarterly ad revenue continues to grow year over year.
  • Programmatic Revenue Report + Town Hall
    Programmatic buying and selling of online display-related advertising generated $10.1 billion in 2014, comprising 20 percent of last year’s overall internet advertising revenues ($49.5 billion) according to the IAB Programmatic Revenue Report, a first-ever study sizing the U.S. programmatic market and prepared by PwC US. This figure represents approximately 52 percent of display-related advertising in 2014 ($19.6 billion), while non-programmatic display-related revenues accounted for the remaining 48 percent at $9.4 billion.

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Digital Trends

  • 2015 Full Year IAB Consumer Usage Digital Trend Report
    The 2015 Full Year IAB Consumer Usage Digital Trend Report covers which devices consumers are using, which sites they’re visiting, for how long and how this has changed over the year both overall and by key age groups across four sections: Overall Internet Usage Across All Devices, Mobile, Computer-Based Internet Use and Digital Video.
  • Year in Review: Digital Usage Trend Report
    In early 2015, IAB released the Digital Usage Trend Report: Year in Review which summarized the digital, video and mobile usage trends of the year 2014.  Key points are that while mobile internet usage has surpassed that of computers since late 2013, accessing the internet via a computer has not declined overall.  Video and video ads are especially growing.
  • Mid Year 2015 Digital Usage Trend Report
    The Mid Year 2015 Digital Usage Trend Report summarizes the digital, video and mobile usage trends of the first 6 months of 2015.  While mobile internet usage time has surpassed that of computers since late 2013, accessing the internet via a computer has not declined overall but has remained steady or grown in some cases.  Video streaming continues to grow and consumers 35 and older have increased their video consumption on computers by double digits.

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 Publisher Transformation / Ad Creative

  • Rising Stars Brand Impact study + Infographic + Town Hall
    Rising Star display ads outperform standard ads in both interactivity and brand impact.  They get three time higher interaction rates, offer a better user experience and are more effective with four times higher brand recall and 30% higher brand lift than standard ads with the same creative.  Rising Stars ads work because they offer creative canvases, give the user choice and allow the user to control the ad experience.

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Trustworthy Supply Chain

  • Ad Blocking Study
    34% of U.S. adults 18+ use ad blockers, mostly young, male and comfortable with computers.  Most started upon learning about the existence of ad blockers and top reasons to continue using ad blockers are to protect against viruses, improve computer performance, a general dislike of ads and distracting ads.  60% of current ad blocker users would turn off ad blocking for content.
  • What Is An Untrustworthy Supply Chain Costing The US Digital Advertising Industry?
    Fraudulent impressions ($4.6 billion), infringed content (2.5 billion) and malvertising related (1.1 billion) supply chain flaws cost the U.S. digital marketing, advertising, and media industry $8.2 billion annually. That money can be recouped if companies fix badly designed business processes and work collaboratively across the ecosystem to ensure seamless and safe partnerships.  In a first ever, independent and comprehensive examination of the three critical supply chains flaws that affect all parties in the ecosystem, EY and IAB found that the supply chain is porous and interrelated in ways that mandate recognition of the need to approach solutions holistically.

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Data and Measurement

  • Data Segments: Looking Under the Hood
    Data Segments: Looking Under the Hood is meant to help media researchers understand the world of data. The purpose of this document is to provide clarity and transparency to a typical data Segment, such as ‘Auto Intenders’, ‘Golfers’ or ‘Women 18-34’. This document was created by the Research Council Working Group on Data Measurement to illustrate the many options and decipher the data source origins that might be used to derive a particular segment by a particular company. Researchers are encouraged to ask their data provider which of these elements are used in defining a specific segment.

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