IAB Research Hub

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

IAB Research Archives

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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.

2017 IAB Research Released

Ad Revenue

  • IAB Podcast Ad Revenue Study: An Analysis of the Largest Players in the Podcasting Industry
    Press Release
    June, 2017
    Podcast advertising revenue grew at a double-digit rate from 2015 to 2016 and even stronger growth is forecasted for 2017.  The study is the only analysis driven by direct, first-party data on podcast ad revenues and provides valuable insights into podcasting’s momentum.  Read the report for full year revenue and quarterly revenue along with revenue distribution by delivery mechanism, ad mechanism and campaign type.
  • Digital Advertising Revenues Hit $19.6 Billion in Q1 2017, Climbing 23% Year-Over-Year
    Press Release
    June, 2017
    The first quarter of 2017 marked the highest ever Q1 earnings for digital advertising in the U.S., hitting $19.6 billion, according to the latest IAB Internet Advertising Revenue Report released today by IAB and prepared by PwC US.
  • Total Digital Ad Spend Hits a Landmark $72.5 Billion in 2016
    Press Release
    May, 2017
    While mobile ad revenue soars to all-time high of $36.6 billion, digital video surges to a record $9.1 billion, according to 2016 IAB Internet Advertising Revenue Report. Mobile advertising accounted for more than half (51%) of the record-breaking $72.5 billion spent by advertisers last year. The total represents a 22 percent increase, up from $59.6 billion in 2015. Mobile experienced a 77 percent upswing from $20.7 billion the previous year, hitting $36.6 billion in 2016.

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Cross Media

  • Keeping Up On Cross-Platform Video Measurement
    Grid
    June, 2017

    As part of the efforts to address the cross-platform video measurement challenge and provide clarity, simplicity and transparency for both buyers and sellers, IAB Video Center of Excellence has worked with leading measurement companies to create a high-level summary of syndicated cross-platform video measurement methodology. The outcome is a simplified, easy-to-understand information grid.
  • The Mobile Identity Guide for Marketers
    Blog Post | Press Release | One Sheet Overview
    June, 2017
    The paper presents various use cases for identification data within two primary categories—targeting and measurement—and explores related applications that range from frequency management and audience amplification to attribution and predictive modeling. In addition, the report outlines the pros and cons of various methodologies used to anonymously match and map users and devices.
  • IAB Cross-Media Ad Effectiveness Study
    Webinar 3/23 | Presentation | Press Release
    January, 2017
    At the request of the IAB Research Council and sponsored by Drawbridge, YuMe and Discovery Communications, the IAB released the IAB Cross-Media Ad Effectiveness Study, a study that decisively proves via live campaigns across 5 verticals (Auto, CPG, Retail, Finance, Media) that the inclusion of digital formats (desktop, mobile web, mobile in-app) with traditional media campaigns (TV, print, OOH, radio) consistently improves the overall brand impact, both individually and in combination with traditional media formats. Importantly, the study provides evidence that desktop, mobile web and mobile in-app ads drive brand impact in cross-media campaigns: Mobile web ads combined with any other media improved brand familiarity of a new auto model by 19% and the inclusion of desktop ads with any media lifted brand consideration by 26%. Desktop plus mobile web plus TV proved to be a powerful combination.

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Digital Advertising

  • Ad Spend on Luxury
    January, 2017
    Spending on Luxury Advertising is expected to increase, especially in US.  This compilation of charts and stats from IAB research and other sources provides information on this lucrative market.

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Digital Ad Industry

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Digital Influence

  • Financial Services and Digital Influence Report
    July, 2017
    Consumer confidence is up and more and more consumers are investing in the market in some way: Stocks, 401ks, IRAs, bonds or mutual funds. These investors are likely to use a variety of financial services. Moreover, they are planning to open new accounts and to buy or switch insurance. US consumers, especially those invested in the stock market, say that the internet is their top influence after word of mouth in financial service or insurance purchases. This report reveals what consumers are invested in, what their financial and insurance plans are, what services they use, what role traditional and digital media plays in their consumer journey and how these media influence their financial service purchase decisions. Read this report to learn how to reach this lucrative target.

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Digital Usage Trends

  • IAB Digital Trends 2017: Trends, Opportunities and Challenges
    May 2017
    Consumers are increasingly using digital and mobile devices to access media, changing the way many types of media are experienced. As a result, advertisers are spending more dollars in digital and mobile media to reach these consumers. The proliferation of devices and the emergence of the Internet of Things is further driving the trend towards digital and in the process is creating both new opportunities and challenges in measurement. In this presentation, IAB explores the digital trends, opportunities and challenges in this increasingly complex, cross-device environment.
  • IAB Digital Trends 2016:  Consumer Usage, Ad Revenue and Impact
    April, 2017
    By the end of 2016, 257M users accessed the internet monthly and spent 1.5 trillion minutes online via computers or mobile devices on websites or apps.  As a result, digital ad revenue grew 22% over the year to $72.5B in 2016.  Over two-thirds of time spent online (69%) was on a mobile device and over half (51%) of digital ad dollars spent in mobile.  While most consumers (78%) use both desktop and mobile to access the internet, those who only use a computer (10%) skew older and those who only use a mobile device (12%) skew younger.  This report offers insights on consumer usage, ad revenue and purchase influence in video, audio, news and social media on desktop, mobile web and apps.  It further ranks top categories and sites in terms of number of visitors and time spent online.

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Digital Video

  • The Changing TV Experience Study
    May, 2017
    Streaming Enabled TVs have changed the way Americans watch television, according to the “The Changing TV Experience Study 2017,” the third in a series the IAB released during the 2017 Digital Content NewFronts.
  • 2017 Video Ad Spend Study
    May, 2017
    Advertiser investment in original digital video programming has nearly doubled over the past two years, with 80 percent of brand and agency executives saying that they are planning to spend even more on original digital video this year. This survey of 358 marketing and media buying professionals was conducted by Advertiser Perceptions.
  • Video Content Discovery Study
    Blog post
    April, 2017
    The IAB Video Center of Excellence convened a group of leaders in the digital video space to identify and discuss key issues facing the industry as television and digital video continue to converge. A result of that dialogue was the commissioning of IAB’s 2017 Video Content Discovery Study.

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Mobile

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Multicultural

  • Media Influence on Telecom Purchases Among Multicultural Consumers
    October, 2017
    IAB conducted a custom analysis of syndicated Prosper Insight data to look at the consumer purchase plans and media behaviors of US consumers around Telecommunications Services and Mobile Phones. The study compared the purchase plans and influence of various media types on US Adults 18 and older and compared them to Hispanic Americans, African Americans and Asian Americans 18 and older.

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