Investment in Original Digital Video Has Nearly Doubled, Says IAB

Advertiser investment in original digital video programming has nearly doubled over the past two years.

That’s the key takeaway from a new report published by the IAB.

As for what’s to come, the IAB notes that 80 percent of brand and agency executives say that they are planning to spend even more on original digital video this year.

These projections are contained in the fourth annual “Digital Content NewFronts: Video Ad Spend Study.”

This survey of 358 marketing and media buying professionals was conducted by Advertiser Perceptions.

Original digital video is gaining a greater share of total digital video budgets—its slice of the pie reaching 47 percent, from 45 percent in 2016. Native advertising is increasingly a key part in these original digital video buys, accounting for 42 percent of investment, up from 32 percent the previous year. More than half (53%) of respondents cited expanding budgets as the means to fund this rise in original digital video spend.

“Original digital video is an inventive and engrossing medium that is increasingly being leveraged by advertisers to reach and engage consumers,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “As video evolves with the introduction of VR and 360-degree technologies, we can expect to see original digital video play an even bigger part in brand strategy. The study also underscores the strength of the NewFronts as a critical industry event where marketers and media buyers find inspiration and budget allocation happens—all driving further growth across the original digital video landscape.”

To download the full report, click here.