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8 Predictions for Digital Video in 2017 by IAB’s Anna Bager

IAB Digital Video Ad Effectiveness Case Study 1

It’s pretty clear on the verge of the end of the year that 2016 has been a truly extraordinary year for digital video.

Anna Bager - mobile video boardTotal digital video revenue, including mobile and desktop, rose to $3.9 billion in the first half of 2016, up 51 percent from the first half of 2015, according to the 2016 PwC IAB Internet Advertising Revenue Report, and it shows no sign of slowing down. When you look at mobile video, the trend is even bolder. Video on smartphones and tablets reached $1.6 billion in the first half of 2016, an impressive 178 percent rise increase over the same period in 2015.

Those are incredible leaps but also warranted. In a multiscreen world in which content is consumed on demand and everywhere, the sight, sound and motion of digital video offers unparalleled opportunities to tell brand stories. Meanwhile, data—and the ability to transform that data into actionable insights—offers the modern marketer tools of unprecedented scope and power. This is indeed the Golden Age of digital video when we’re limited only by our own imagination.

As we approach the end of 2016, here are some of the biggest opportunities and challenges for digital video in 2017.

Adweek: 8 Predictions for Digital Video in 2017