IAB Research Hub

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

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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.

2018 IAB Research Released

Ad Revenue

  • Full Year 2017 Podcast Ad Revenue Study: An Analysis of the US Podcast Advertising Industry
    June, 2018
    U.S. podcast advertising revenue grew 86% to $314 million in 2017. The research predicts even stronger returns in the years ahead, forecasting that podcast revenue will surge to $659 million by 2020, a triple-digit 110% hike from 2017. Read the report for more details.
  • IAB/PWC Digital Ad Revenue Reports
    May, 2018
    IAB’s Digital 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. The results reported are considered the most accurate measurement of online advertising revenues since the data is compiled directly from information supplied by companies selling advertising online.
  • Ad Revenue- Key Stats
    May, 2018
    The Nielsen Company estimates total media revenues for Full Year 2016 increased by 1% to $121.1B from FY’15 (Source: IAB PWC FY’16 Digital Ad Revenue Report. The Nielsen Company, MonitorPlus).
  • 2018 Video Ad Spend Study
    May, 2018
    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.

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Digital Advertising

  • Consumers and Advertising- Key Stats
    May, 2018
    Ad Tolerance: Most digital ads are considered “acceptable” by consumers, as they don’t impose themselves on consumer browsing behaviors.
  • Bringing Programmatic In-House
    May 2018
    65 percent of brands now completely or partially buy programmatic media in-house and other insights into this growing trend.

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Digital Trends

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Digital Video

  • The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads
    October, 2018
    The IAB released “The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads” at the Direct Brand Summit, a study which used 3 different methodologies (biometric, eyetracking, survey) to test the impact of mobile shoppable video ads with three distinct CTAs (Shop Now, Learn More, Sweepstakes and no CTA) across four different verticals (Auto, Entertainment – Theatrical, Retail and CPG).  Across multiple methodologies, the research proved that interactive ads with a call-to-action (CTA) get greater user attention, with consumers giving more thought and attention to mobile shoppable ads when creative includes a CTA.  Biometrics showed that interaction with mobile shoppable ads increased positive user attention on those ads.  The study further revealed that the ‘Learn More’ CTA was the most effective and engaging, proving to be an effective ice-breaker for new brands or products.  ‘Shop Now’ ads hold promise, performing better among those interested in the category, and implying that with better targeting these CTAs could also be effective.  Finally, the study identifies that the first five seconds of interactive ads with CTAs gain the most attention, demonstrating the need for advertisers to include their brand messaging upfront.
  • Ad Receptivity and the Ad-Supported OTT Video Viewer
    October, 2018
    The IAB released a study entitled “Ad Receptivity and the Ad-Supported OTT Video Viewer” at the NewFronts West on 10/9/18. The goal of this study was to understand the size and demographics of U.S. video streamers watching ad-supported over-the-top (ASV OTT) video and gain insights into their behaviors, attitudes, and usage. The results revealed an opportunity for brands to connect directly with key consumer segments through ASV OTT. 45% of adults who typically stream OTT video say they watch ASV OTT most. This high-value audience skews younger, male, and affluent and is not easily reached by TV. ASV OTT viewers also exhibit many traits that illustrate they are receptive to advertising, for ex. they are much more likely than SVOD OTT viewers to enjoy ads, find them useful, have higher engagement with them and to enjoy interacting with ads. They are also more open to new brands, spend more on direct brands and follow influencers. See press coverage at AListDaily, Advanced Television, MediaPost, and Variety.
  • Live Video Streaming–A Global Perspective
    Infographic | Press Release
    June, 2018
    67% of consumers globally have livestreamed video with over half of them preferring free, ad supported experiences. Nearly two-thirds of global audiences who have livestreamed plan to do so to watch the World Cup. Read the report to find out which countries are more likely to livestream and to learn about global incidence of other online video viewing behaviors.
  • Digital Video One Sheet
    May, 2018
    Digital video consumption is on the rise. According to eMarketer, US adults will consume 1 hour 17 minutes of digital video a day in 2017, up 9.3% over 2016, while they are spending less time in front of the TV. This year, the average time spent watching TV (excluding digital) among US adults will drop 3.1% to 3 hours 58 minutes, the first time it has dropped below 4 hours a day.
  • Digital Video Viewers And Brand Connection
    April, 2018
    The IAB Digital Video Center of Excellence has conducted a primary consumer research study to gain a deeper understanding of digital video viewers and their connection with brands.

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Direct Brands

  • Direct Brands and the Ad-Supported OTT Video Viewer
    October, 2018
    The study Ad Receptivity and the Ad-Supported OTT Video Viewer aimed to both size the audience and provide demographics of U.S. video streamers watching Ad-Supported Over-the-Top (ASV OTT) video.  Once ASV OTT viewers were identified, a deep dive survey further explored the video viewer segments to gain insights into their behaviors, attitudes and usage in order to help better target the ASV OTT cohort.  This deck, Direct Brands and the Ad-Supported OTT Video Viewer, contains excerpts from the larger study and focuses further on ad-supported OTT video viewers’ attitudes and behaviors around Direct Brands and related purchase decisions.
  • The Rise of the 21st Century Brand Economy
    October, 2018
    What are Direct Brands? How do they behave? How do they sell? IAB’s CEO, Randall Rothenberg, and Mark Shmulik, McKinsey & Company, revealed findings from IAB’s inaugural Direct Brands 2018 Founders’ Insights, based on research collected across a benchmarking survey, round table discussion, and one-on-one interviews with founders. They shared some key findings: Direct brands are born to disrupt: 97% of respondents listed “category disruption” as their goal. It often starts with someone who does not like the experience then wants to do it better… You can get both value and premium with direct brands. They are in every aisle, above all health, wellness, beauty, fashion, and food & beverage. Direct brands are not tech-led, they are marketing-led. They are fast to launch products (4 to 7 months on average). Servicing customers is in their DNA. And they are selling products… not always subscriptions (only one third of respondents). Over half said that they do not use agencies and DIY. They love Facebook… but it’s complicated. They are also testing other marketing channels. Their own web channel is core to their retail strategy: E-commerce is dead… long live omnichannel! And Amazon is not a ‘frenemy’, it’s just another channel. We are keeping the survey open and encourage more direct brands to participate: www.iab.com/db/founders-survey. We will be sharing back the results.

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Mobile

  • The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads
    October, 2018
    The IAB released “The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads” at the Direct Brand Summit, a study which used 3 different methodologies (biometric, eyetracking, survey) to test the impact of mobile shoppable video ads with three distinct CTAs (Shop Now, Learn More, Sweepstakes and no CTA) across four different verticals (Auto, Entertainment – Theatrical, Retail and CPG).  Across multiple methodologies, the research proved that interactive ads with a call-to-action (CTA) get greater user attention, with consumers giving more thought and attention to mobile shoppable ads when creative includes a CTA.  Biometrics showed that interaction with mobile shoppable ads increased positive user attention on those ads.  The study further revealed that the ‘Learn More’ CTA was the most effective and engaging, proving to be an effective ice-breaker for new brands or products.  ‘Shop Now’ ads hold promise, performing better among those interested in the category, and implying that with better targeting these CTAs could also be effective.  Finally, the study identifies that the first five seconds of interactive ads with CTAs gain the most attention, demonstrating the need for advertisers to include their brand messaging upfront.
    Full study: The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads
    Executive Summary: The Interactive Ad Effect: CTAs in Mobile Video Shoppable Ads (Executive Summary)
  • Mobile- Key Stats
    May, 2018
    Most mobile time online is spent on a smartphone (87%) than a tablet (13%): Nearly 9 out of every 10 mobile minutes spent online (87%) is on a smartphone.

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Over-The-Top

  • Ad Receptivity and the Ad-Supported OTT Video Viewer
    October, 2018
    The IAB released a study entitled “Ad Receptivity and the Ad-Supported OTT Video Viewer” at the NewFronts West on 10/9/18. The goal of this study was to understand the size and demographics of U.S. video streamers watching ad-supported over-the-top (ASV OTT) video and gain insights into their behaviors, attitudes, and usage. The results revealed an opportunity for brands to connect directly with key consumer segments through ASV OTT. 45% of adults who typically stream OTT video say they watch ASV OTT most. This high-value audience skews younger, male, and affluent and is not easily reached by TV. ASV OTT viewers also exhibit many traits that illustrate they are receptive to advertising, for ex. they are much more likely than SVOD OTT viewers to enjoy ads, find them useful, have higher engagement with them and to enjoy interacting with ads. They are also more open to new brands, spend more on direct brands and follow influencers. See press coverage at AListDaily, Advanced Television, MediaPost, and Variety.

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Social Media

  • Social Media One Sheet
    May, 2018
    Social media is mainstreaming and an integral part of consumers’ lives. The latest eMarketer update in 2017 projects that 2.46 billion individuals, or one-third of the global population and 71% of internet users, will access social networks at least once a month in 2017, up 8.2% from 2016. Mobile phone adoption and expanding mobile coverage will drive that growth.

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