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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 Video

  • 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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  • 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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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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