Current Research from IAB Members

Current Research in Interactive from IAB Members

As a service to its members and the larger business community, IAB compiles and makes available highlights of research from leading market research organizations that identify trends, offer insights and advice, and illuminate the interactive advertising industry. Please note that IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. Use appropriate sourcing and fact checking when applying this data for business use.

Browse from any of our libraries below for case studies, research, and more.

Data

The Power of Insight
Oracle Marketing Cloud | 2016
Customers are telling you who they are in each and every engagement. But are they speaking a language you understand? Oracle Marketing Cloud puts data management at your fingertips, with a robust solution that empowers your team to turn conversations into valuable personalized interactions.

Digital Audio

Spotify Brand Impact Story
Spotify |
January 2015
The Brand Impact Study was administered by comScore—a global leader in measuring the digital world and a preferred source for digital business analytics—and commissioned by Spotify for Brands—the platform that unlocks audience intelligence to connect brands with the streaming generation—to quantify the impact that music listening has on brands.

Digital Video

Header Bidding: A Byte-Sized Overview
Videology | 2017
Header bidding is a way for a publisher to reach out to multiple demand sources simultaneously, before an ad call is served, to ask for bids. The publisher can then send the ad to the highest bidder among those queried, and therefore, theoretically produce greater yield. This Videology Knowledge Lab outlines everything you need to know about header bidding, especially as it relates to its use in the video advertising.

The Quarterly Barometer of the Industry
Year-End Insights: 2016
Freewheel | Q4 2016
2016 was a pivotal year for video. Smartphone and over-the-top (OTT) infrastructure are now at levels of critical adoption and broadband technology supports quality video experiences across platforms and throughout consumers’ lives. The year marked the announcement of several new internet TV packages while many publishers that were once print or display-only made very public efforts to focus heavily on video. As people spend more time every day with video, it is becoming an essential tool for digital publishers to build audiences and keep them engaged in an increasingly competitive landscape.

State of the Broadcast Industry 2017
Ooyala | 2017
Broadcasters are embracing a new reality as we charge into 2017. OTT video, which started as a vexing outlier, has not only been welcomed into the industry fold but is now driving mainstream broadcast strategies. Its hold on cord avoiders and its radical influence on technology, programming and advertising shifts is certain and can no longer be ignored.

Video Ad Streaming
ExtremeReach | January 2017

With digital video ad spend growth projected to be in the double digits for the foreseeable future, our industry has too much at stake to remain constrained by the current state of ad execution whose manual workflows create problems with version control, degraded quality, steep Talent & Rights penalties and more.  Let’s adopt a streaming model and ensure that video campaigns are activated at the speed we’ve come to expect from programmatic buys.

The Extra Mile: 4 resolutions for Marketers from the top YouTube ads in 2016
Think with Google | December 2016
The most-watched YouTube ads of 2016 lend a few lessons. Here, Kate Stanford, director of YouTube ads marketing, shares what the best advertisers on YouTube did to go the extra mile and top the Year-End YouTube Ads Leaderboard. Consider these food for thought for your 2017 resolutions.

TV and Digital Video Evolve as Complementary Allies
Videology | March 2016
The way that consumers watch video content is in an ongoing state of upheaval. Counting on effectively reaching your customers on their couches during primetime is counting on missing many of them, as many viewers prefer to watch their shows at a different time and place of their choosing. When Videology first investigated these changes back in 2013, viewing was in an upheaval and the industry was aware but cautious. In an industry that is changing as rapidly as television and video viewing, two years is an incredibly long time.

Sizmek Rich Media and Video Benchmarks
Sizmek | H1 2016
Sizmek Research compiled key benchmarks like CTR, interactions, video starts and completes across a wide array of formats, verticals, and regions of the most important metrics advertisers need to know about for campaign performance.  Sizmek Research analyzed 21 unique formats, more than 2,500 unique unit size combinations, over 1.3 million individual ads, and hundreds of billions of impressions served via the Sizmek platform during the first half of 2016 in order to compile Rich Media and Video Benchmarks H1 2016.

Online Video Advertising Effectives
Nielsen Media Lab Study Commissioned by HIRO | August 2016
How do you measure the effect of an online video ad? Engagement metrics (i.e. clicks, VTR and viewability) are easy to monitor and accurate, but the challenge with these digital KPI’s is that they are virtual in their very nature. You will know how many people saw your video ad but you cannot deduct from that how many people actually remembered the ad, liked the brand, and had an intention to buy. In other words, viewability and VTR are KPI’s and not an ROI. In this new Nielsen Media Lab Study that was commissioned by HIRO Media, we try to identify what predicts the effect of the ad and analyze new factors that prove to be more influential then the traditional engagement KPI’s.

The Shared Throne of Premium Video
FreeWheel Video Monetization Report | Q1 2016
Rapid ongoing evolution in our space has made it difficult for Programmers and Digital Pure-Plays to keep monetization efforts one step ahead of user behavior. In response to this challenge, it’s imperative that players in our space have a comprehensive understanding of these perpetual seismic shifts.

The Unrivaled Value of Premium Video
FreeWheel Council for Premium Video  | April 2016
The complex, noisy world of digital advertising has become an increasingly challenging environment for brands to navigate. Growing numbers of advertisers are questioning whether they should be making the journey at all, contemplating reversing course and heading back to the familiar shores of traditional television. However, in stark contrast to the recent quality and transparency challenges often associated with some long-tail and exchange-purchased video, premium video represents a beacon of light that brands can rely on to safely find the audiences that will deliver the best outcomes.

Exploring New Video Ad Lengths
YuMe | May 2016
Shifts in the way people consume video content are changing how marketers strategize about video advertising. Increased consumption of snack-sized content, for example, has made shorter video ad formats more popular. To help address these questions, YuMe and IPG Media Lab, partnered to evaluate the effectiveness of different video ad lengths, looking at micro and longer form ad formats, devices and consumer perspective.

Unruly: The Lowdown: What Millennials Love, Hate and Want From Video Advertising
Unruly | May 2016
Unruly surveyed 3,200 people from around the world to learn what they love, hate, and want from video advertising. In this presentation, they shared a first look at findings from the Unruly Future Video Survey on what advertisers need to do (and not do) to engage audiences, with a special focus on Millennials. Filled with video case studies and new data, The Lowdown is an actionable playbook for creating respectful, engaging, and collaborative advertising experiences that benefit advertisers, publishers, and consumers alike.

Millward Brown: Ad Reaction: Video Creative in a Digital World
Millward Brown | May 2016
AdReaction Video examines audience behaviors around video consumption. As investment in video platforms by publishers and video creative by marketers continues to grow, it is essential to consider, global trends in video consumption, role of video platform and format in influencing advertising awareness and receptivity across devices, and principles for media investment and strategy to maximize effectiveness of video creative.

ShareThrough: The Millennial Perspective on Native Ads and the Mobile Content Experience
ShareThrough | May 2016
Millennials are more adverse to interruptive advertising and better at avoiding interruption than previous generations. Adjust your strategy by creating content that earns the attention of millennials through ads that fit in natively. This study will take you through millennial perceptions, attitudes, and interaction with native advertising, neuroscience research and insights about native ad effectiveness, and how brands use native video ads to capture consumer attention.

Ooyala Global Video Index
Ooyala | March 2016
Millennials are forcefully driving the action in digital video, as Ooyala Q4 report reveals. The Index has facts like these: 46% of all Q4 video plays were on tablets and smartphones; 69% of videos watched on smartphones were under 10 minutes long; and tablets rule in APAC — and their popularity keeps growing. Learn more in the Q4 Video Index.

Videology Q4 U.S. Video Market At-A-Glance
Videology | February 2016
According to an analysis of all impressions run through Videology’s platform in the fourth quarter, the number of U.S. video campaigns using TV audience data to target with digital video increased 114% year-over-year. The number one TV segment used in these campaigns was advertisers’ current TV advertising schedules. Combining TV data from sources like Nielsen with behavioral data, advertisers are amplifying their TV spend to reach consumers digitally across all devices.

Innovid 2016 Global Video Benchmarks
Innovid | February 2016
Innovid’s Video Marketing Platform has thousands and thousands of pre-roll and advanced video campaigns from the past year that help set the standard for what to expect with your video results. Innovid compiled all of their annual data and performance metrics from awareness, completions, engagement and time earned on video campaigns across various publisher placements and ad lengths. But this year, they’ve added more detailed data on video campaigns across connected TV, mobile, and desktop to show the power of video on every screen.

FreeWheel Video Monetization Report, Q3 2015
FreeWheel | November 2015
FreeWheel’s platform for video ad management and monetization helps the largest players in the premium video industry generate revenue from their ad-supported content on desktop, mobile, OTT, and traditional set-top box devices. The dataset used for this report is one of the largest available on the usage and monetization of premium, rights managed video content, and comprised of over 125 billion video views in 2014.

FreeWheel Video Monetization Report, Q2 2015
FreeWheel | August 2015
FreeWheel’s platform for video ad management and monetization helps the largest players in the premium video industry generate revenue from their ad-supported content on desktop, mobile, OTT, and traditional set-top box devices. The dataset used for this report is one of the largest available on the usage and monetization of premium, rights managed video content, and comprised of over 125 billion video views in 2014.

FreeWheel Video Monetization Report, Q1 2015
FreeWheel | May 2015
FreeWheel’s platform for video ad management and monetization helps the largest players in the premium video industry generate revenue from their ad-supported content on desktop, mobile, OTT, and traditional set-top box devices. The dataset used for this report is one of the largest available on the usage and monetization of premium, rights managed video content, and comprised of over 125 billion video views in 2014.

OOYALA: Q4 Global Video Index Report
OOYALA | March 2015
OOYALA powers online video for more than 1,000 customers and reach viewers in every corner of the world, from Argentina to Zimbabwe. This report reveals insight into video views on PCs, smartphones, tablets and smart TVs.

Innovid Interactive Video Benchmarks
Innovid | March 2015
Innovid analyzed thousands of interactive and pre-roll video campaigns, over billions of impressions, from 2014 to set this year’s performance expectations. These metrics will help you understand how various ad formats, publisher placements and ad lengths perform with respect to time earned, activity rate, engagement rate, completion rate, and much more. This report also introduces new benchmarks for cross-device campaigns.

FreeWheel Video Monetization Report, Q4 2014
FreeWheel | February 2015
The FreeWheel Video Monetization Report is released quarterly and seeks to highlight the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content.

Quick Guide To Youtube, Facebook Video & Vine
Tubular | February 2015
Tubular constantly analyzes the most cutting-edge video trends. With the rise of Facebook Video and Vine, they sought to compare the two emerging platforms to YouTube and provide you with content and distribution recommendations.

eCommerce

Shoppers Gobble Up In-Store Black Friday Deals on Mobile
Think with Google |  Nov 2016
Store foot traffic surged on Black Friday compared to an average weekend day in November, with electronics, clothing, and toy stores seeing some of the biggest jumps. Black Friday also had the highest number of mobile shopping searches, with Thanksgiving coming in a close second.

A Marketer’s Guide to Holiday Supershoppers
Think with Google | October 2016
People around the world have transformed into supershoppers seemingly overnight, thanks to instant access to unlimited inspiration and information. Think with Google uncovered the traits that define this new supershopper. Here’s how to capture their attention this holiday season.

Skimlinks Holiday 2016 eCommerce Report
Skimlinks |
October 2016
In the Holiday 2016 eCommerce Report, Skimlinks looked at their network’s data from the past three years across publishers and merchants to see just how integral Black Friday and the Thanksgiving weekend have become to succeeding in the holidays on either side of the Atlantic. They also looked at December and how two of their merchants, in the UK and the in US, are responding to the challenge of Black Friday and adapting their strategy for success.

Email Marketing

Q4 2016 Email Benchmark Report
Experian | January 2017
Download the Q4 Email Benchmark Report to get an in-depth look at the most important marketing trends from Q4.

Q3 2016 Email Benchmark Report
Experian | December 2016
The Q3 2016 Email Benchmark Report provides an in-depth look at the most important marketing trends from Q3. Learn how optimized abandon cart trigger messages can increase transaction rates during the hustle and bustle of the holiday shopping season and more.

Fraud

Advertising Fraud in Mobile Apps
Sizmek Research | 2016
Before you make another mobile ad buy, read this important new research report from Sizmek. Advertisers are wasting a lot of ad spend on fraudulent, illegal, unstable, or otherwise low quality apps, and following a few simple recommendations can help save you big bucks. This report will give you a clear understanding of the problem, what it means for advertisers, and what you can do to protect your buy and your brand.

Mobile

Feed vs. Read: Is Context King?
Kargo | March 2017
Download the infographic
Analyzing the impact of different mobile environments on ad performance.

The New Prerequisite for Brand Loyalty: Make Your Customers Feel Loved
Signal | February 2017
It’s the Age of the Customer, the era of the Internet of Me. Brand names and physical footprints are no longer the decision-drivers they once were. Consumers have turned their trust to whatever they can pull up on their smartphones, from peer reviews to best-selling item rankings. What does this mean for B2C marketers in industries like retail, travel, and gaming/entertainment? Let’s take a look at three significant findings from new research by Wunderman that highlights what today’s empowered consumers expect from the brands they do business with, and as a result, why marketers must totally rethink their approach to customer interactions.

Transparent, efficient, and universal: making the case for open sourcing software
Integral Ad Science | January 2017
With mobile expected to account for nearly 80% of digital ad spend by 2020, achieving industry scale for independent media quality measurement on in-app inventory is a top priority in digital advertising. Integral Ad Science set out to understand the market challenges and identify what it would take to deliver third-party verification at scale for their customers and partners. In opening a dialogue across the digital advertising community, IAS learned that the best solution was to open source their proprietary software. This report delves into the market challenges of measuring viewability in-app and the advantages of open sourcing for the industry.

Answering the Call for Better Mobile Advertising Experiences
Yieldmo | December 2016
Our findings suggest that both advertisers and publishers need to develop mobile ad experiences of a consistently higher quality. By focusing on better ad experiences for consumers, advertisers can increase brand recall while reaping the added benefits of higher brand favorability and purchase intent. Publishers can also capitalize on more user-friendly ad experiences by improving the favorability of their brand. And that may just lead to more loyal readers.

Shoppers Gobble Up In-Store Black Friday Deals on Mobile
Think with Google | November 2016
Store foot traffic surged on Black Friday compared to an average weekend day in November, with electronics, clothing, and toy stores seeing some of the biggest jumps. Black Friday also had the highest number of mobile shopping searches, with Thanksgiving coming in a close second.

How Mobile Has Redefined the Consumer Decision Journey for Shoppers
Google | 2016
Mobile has forever changed the way people shop. A shopper’s smartphone is there for them anytime, anywhere in countless micro-moments. The question for retailers is: Are you prepared to meet these shoppers in the moments that matter most? Explore this guide—full of new research on consumer trends—to find out how to be there and be useful in this new digital landscape.

Multicultural

The Nielsen Comparable Metrics Report
Nielsen | March 2017
The Q2 2016 Nielsen Comparable Metrics Report is an in-depth study of users and usage – averaged across the U.S. population – with the purpose of aligning methodologies and metrics to display an “apples to apples” view of consumption across TV, Radio, TV-connected devices, PCs, Smartphones, and Tablets. The core purpose of this report is to address three basic concepts equally applicable to all categories of media measurement: how many, how often, and how long.

POPSUGAR Insights – Hypercultural Latinas
POPSUGAR | 2015
How identity, influence, and lifestyle content impact brand affinity

Tips for Building a Successful Marketing Approach to the Multicultural B2B Segment – a PM3 – NAPA Auto Parts Case Study
MMR | July 2015
Not only are multicultural business owners becoming a larger part of the B2B market, but Hispanic owned businesses represent the largest multicultural B2B segment and the fastest growing ethnic B2B segment.

Latino Power Shift
Nielsen | October 2013
This report, produced by Nielsen using demographic and behavioral data gathered from various sources, demonstrates the rising prominence of Latinas as head of households, key decision makers and primary wage earners among US families.

The African-American Consumer Report: 2013
Nielsen and National Newspaper Association | January 2013
With a current buying power of $1 trillion that is forecasted to reach $1.3 trillion dollars by the year 2017, the importance of connecting with African-American consumers is more important than ever. Importantly, these consumers are distinct from other consumer groups, and understanding this group is critical to making lasting connections.

Android Speaks Spanish, But Brands Don’t Speak Android
Flurry | January 2013
Hispanic agencies need to figure out how to create great brand experiences on Android. If they can, it opens up opportunities well beyond U.S. Spanish speakers.

Native Advertising

Stay on Point
PulsePoint | Q1 2016
In a world where we are inundated by ad messages and digital noise, content marketing helps brands build a relationship- versus a one night stand- with audiences. But how do you find the right audience? How do you take your brand messages to the next level? How do you attract audiences to your content? How do you MAKE ADS MATTER?

Creative Best Practices: Native Ads
Yahoo | October 2015
This document outlines findings from a study done by Yahoo (800 consumers, 4,800 ad exposures) on the topic of consumer perceptions of native ads with creative benchmarks of what works and what doesn’t in terms of disclosure statements and icons, brand logo presence, size of logo as well as recall information and brand mentions for native video ads. It also provides some learning on consumer interaction with autoplay vs. user initiated native video ads showing differences on measures such as Aided Recall, Brand Familiarity and Brand Affinity. While this study featured ad formats from Yahoo only, there are insights here that the industry can take to heart in terms of questions that should be asked when evaluating native ad performance.

Inside Native Advertising
TripleLift | December 2014
This document provides a “state of native” based on recent information about market size, native types and consumer and marketer perceptions compiled from many sources including: Harvard Business Review, Yahoo Research, Rubicon Project, Business Insider Intelligence, TripleLift/Sticky, IAB/Edelman, Digiday, and 3M. The piece ends with some helpful tips and take-aways for anyone involved with or considering native advertising campaigns as part of their digital marketing mix.

Online Marketing

The Nielsen Comparable Metrics Report
Nielsen | March 2017
The Q2 2016 Nielsen Comparable Metrics Report is an in-depth study of users and usage – averaged across the U.S. population – with the purpose of aligning methodologies and metrics to display an “apples to apples” view of consumption across TV, Radio, TV-connected devices, PCs, Smartphones, and Tablets. The core purpose of this report is to address three basic concepts equally applicable to all categories of media measurement: how many, how often, and how long.

2017 U.S. Cross-Platform Future in Focus
comScore | March 2017
Amidst a backdrop of TV and digital convergence, the demands on marketers and media companies to understand how the media landscape is evolving have never been greater.

Making Omnichannel Marketing Work
Nielsen | August 2016
Marketers face the difficult job of managing media fragmentation, handling data overload, consolidating disparate data sources and avoiding organizational misalignment. One of the biggest challenges, however, lies in understanding cross-channel customer data and using this information to develop fully integrated media and content marketing plans. Without this, marketers risk turning off customers and prospects with the wrong messages at the wrong times on the wrong devices. If you’re not developing advertising and content that truly resonates with customers across the consumer journey then you’re wasting your marketing dollars.

How Micro-Moments Are Reshaping the Travel Customer Journey
Google | July 2016
Travelers increasingly turn to mobile in real time and on-the-go, making informed decisions faster than ever before. For marketers, this means there are new opportunities to connect throughout the entire travel customer journey, across devices and channels. Explore this guide—full of new research on consumer trends—to find out how to be there and be useful for travelers in this new digital landscape.

Personalized Display Ads Beat Google Rich Media Benchmark by 3x
Jivox | 2016
Personalized advertising enables brands to engage individual consumers in increasingly more relevant and timely ways. Viewed as the future of marketing, personalization has become a top priority for brand marketers as they face heightened pressure to tie advertising spend to revenue. While early indications suggest anecdotally that consumers vastly prefer personalized ads, for the first time the impact of personalization on digital ad performance has been quantitatively measured. As this Benchmark Report shows, consumer engagement skyrockets when display ads are personalized, and even the simplest triggers deliver enormous performance gains.

The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness
comScore | 2016
comScore published a research study that found that premium publishers delivered significantly better branding effectiveness results for advertisers across a number of measures. The primary driver of this increased effectiveness is the halo effect that comes from the value of the contextual environment in which these ads are seen.

The State of Influencer Marketing
CrowdTap | 2016
To help marketers modernize their approach to influencer marketing, Crowdtap interviewed more than fifty creators to capture their candid thoughts on the state of brand-creator partnerships. The results reveal actionable takeaways for brands and agencies working to capture consumer attention via influencer marketing.

The Marketer’s Guide to User Generated Content
CrowdTap | 2016
This report aims to shed light on the rapidly evolving user-generated content landscape and provide tangible best practices for marketers navigating this new terrain. You’ll see that we’ve also provided some research around the impact of consumer-led stories, and even asked a few of our friends in the industry to weigh in with their own opinions on the state of UGC.

FreeWheel Video Monetization Report, Q3 2015
FreeWheel | November 2015
FreeWheel’s platform for video ad management and monetization helps the largest players in the premium video industry generate revenue from their ad-supported content on desktop, mobile, OTT, and traditional set-top box devices. The dataset used for this report is one of the largest available on the usage and monetization of premium, rights managed video content, and comprised of over 125 billion video views in 2014.

PubMatic Quarterly Mobile Index
PubMatic | Q3 2015
By analyzing the billions of daily impressions that flow through the platform, PubMatic is able to observe real-time developments in the mobile space that allude to broader digital industry trends.

Display Advertising: Quarterly Performance Report
Celtra | Q3 2015
Overview of campaigns running in Q3.

Real-Time Data Analytics: Empowering Publishers to Make Better, Faster Decisions
September 2015
PubMatic
As the number of screens and ad impressions continue to proliferate, advertising dollars are moving from traditional to digital environments at a staggering rate. The key to capturing share of the growing digital spend comes down to the ability for publishers to leverage real-time data. According to a commissioned study conducted by Forrester Consulting on behalf of PubMatic, 67 percent of publishers – large and small – believe that real-time data is important to their efforts, and 62 percent find that it leads to an increase in revenue, yet only 27 percent report receiving data in real-time.

Tips for Building a Successful Marketing Approach to the Multicultural B2B Segment – a PM3 – NAPA Auto Parts Case Study
MMR | July 2015
Not only are multicultural business owners becoming a larger part of the B2B market, but Hispanic owned businesses represent the largest multicultural B2B segment and the fastest growing ethnic B2B segment.

The World’s 50 Most Influential CMOs Study 2015
ScribbleLive, Forbes, and LinkedIn | Q2 2015
This is the Fourth Annual Forbes/ScribbleLive (formerly Appinions) World’s 50 Most Influential CMOs Study in which they identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions.

2015 Bad Bot Landscape Report
Distil Networks | May 2015
Whitepages Case Study: The importance of Policies, Data and Disclosures

Many of the current technologies used to detect fraud are great at detecting the amount of fraud, using data collected from the campaigns. We call this post-bid analysis. We need more technologies and techniques that focus on the pre-bid data in order to stop the fraud before it happens. Having continuous, real-time data is important for this; but equally important are the policies of the publishers and the ad networks and the levels of disclosure they offer. These parameters mean the bad guys will self-select out — because they would never provide full disclosure of their data.

FreeWheel Video Monetization Report, Q1 2015
FreeWheel | May 2015
FreeWheel’s platform for video ad management and monetization helps the largest players in the premium video industry generate revenue from their ad-supported content on desktop, mobile, OTT, and traditional set-top box devices. The dataset used for this report is one of the largest available on the usage and monetization of premium, rights managed video content, and comprised of over 125 billion video views in 2014.

POPSUGAR Insights – The Evocative Web (Q1 2015)
POPSUGAR | April 2015
We teamed again with Ipsos OTX to study the impact the rise of the visual web has had on women in the U.S. The study focuses on the the relationship between female consumers, publishers and brand marketers and reveals the emotional benefits of utilizing high quality visual imagery.

POPSUGAR Insights – Find Your Happy (Q1 2015)
POPSUGAR | April 2015
We partnered with Ipsos OTX on a new, multi-generational, research study to measure happiness. The study explores how happy women currently are, what happiness means to her, the areas of her life where she is happy and unhappy and why digital content and technology play an important role in helping her improve her life and find her happy.

OOYALA: Q4 Global Video Index Report
OOYALA | March 2015
OOYALA powers online video for more than 1,000 customers and reach viewers in every corner of the world, from Argentina to Zimbabwe. This report reveals insight into video views on PCs, smartphones, tablets and smart TVs.

Innovid Interactive Video Benchmarks
Innovid | March 2015
Innovid analyzed thousands of interactive and pre-roll video campaigns, over billions of impressions, from 2014 to set this year’s performance expectations. These metrics will help you understand how various ad formats, publisher placements and ad lengths perform with respect to time earned, activity rate, engagement rate, completion rate, and much more. This report also introduces new benchmarks for cross-device campaigns.

ShareThis Finance Study
ShareThis | March 2015
Every month 32 million users generate 68 million social actions related to finance.

Quick Guide To Youtube, Facebook Video & Vine
Tubular | February 2015
Tubular constantly analyzes the most cutting-edge video trends. With the rise of Facebook Video and Vine, they sought to compare the two emerging platforms to YouTube and provide you with content and distribution recommendations.

FreeWheel Video Monetization Report, Q4 2014
FreeWheel | February 2015
The FreeWheel Video Monetization Report is released quarterly and seeks to highlight the changing dynamics of how enterprise-class content owners and distributors are monetizing professional digital video content.

Spotify Brand Impact Story
Spotify | January 2015
The Brand Impact Study was administered by comScore—a global leader in measuring the digital world and a preferred source for digital business analytics—and commissioned by Spotify for Brands—the platform that unlocks audience intelligence to connect brands with the streaming generation—to quantify the impact that music listening has on brands.

AdRoll’s State of the Industry Report
AdRoll | January 2015
Today’s marketers are becoming more like analysts, using technology to understand and react to always-on consumers in real time. It’s only natural that they’ve begun to demand tools that support their vision for a full-funnel, multi-platform, data-driven marketing strategy. Read more about it in AdRoll’s State of the Industry Report.

Q4 2014 Consumer Sharing Trends Report
ShareThis | January 2015
This is the 6th installment of Sharethis Consumer Sharing Trends Report. This quarter they released findings from both Q4/2014 and 2014 overall.

The SMB Guide to Digital Advertising For the Holidays
Adadyn Academy | 2015
A Whitepaper featuring new customer research and programmatic insights for midsize retail marketers.

10 Creative Best Practices
Celtra | 2015
Key guidelines and principles for successful creatives.

From Web Traffic to Foot Traffic: How Brands and Retailers Can Leverage Digital Content to Power In-Store Sales
Cofactor and Altimeter research | 2015
Brands can now communicate with customers in the way they demand, which is to be recognized as unique individuals, with unique histories, preferences and buying behavior. By embracing the one-to-one advertising model instead of one-to-many, brands stand not only to gain foot-traffic into their stores, they are able to gain the all important loyalty of a customer. Through in-depth interviews with marketers from today’s leading CPG and retail brands, the report highlights the efforts companies are making to embrace this vision, as well as the wins they have recorded as a result.

Programmatic

Lessons Learned in Header Bidding
PubMatic | March 2016

New Library Illustrates Strategic Opportunity for Programmatic Advertising
IAB Europe | February 2016

The Rise of Creative in a Programmatic World
Celtra | 2015
As marketers move away from a click-centric worldview and look increasingly at engagement, they’re holding their breath to see if new high-touch ad formats will deliver. This new breed of display ads provides a more robust user experience while still adhering to the standards that drive programmatic exchanges

Search

Marketing Trends That Defined Google’s Year in Search
Think with Google | December 2016
Google’s “Year in Search” retrospective highlights the moments that defined 2016. Not only does search activity demonstrate how consumers turn to Google, it also provides valuable insights for marketers—especially as they set their road maps for 2017.

State of Search
Compete | 2016
The State of Search 2016 report provides an overview of key trends influencing the search landscape: such as the rising importance of product listing ads, the interplay of organic search and content marketing, and the value of social media in search.

Local Search: Unleashing Opportunities for National Advertisers
IDC and YP.com | December 2015
Catalyzed by the use of mobile devices, local search is evolving rapidly. Consumer expectations and behavior are changing dramatically compared with patterns established in the desktop-bound Web search domain. View the Infographic.

Social Media

Q4 2014 Consumer Sharing Trends Report
ShareThis | Janaury 2015
This is the 6th installment of Sharethis Consumer Sharing Trends Report. This quarter they released findings from both Q4/2014 and 2014 overall.


If you are a member of the IAB and would like to submit your research to be published on the IAB website please email
Shira Orbach.