80% of Marketers and Media Buyers Plan to Increase Spending on Original Digital Video Through 2017
NEW YORK, NY — Advertiser investment in original digital video programming has nearly doubled over the past two years, with 80 percent of brand marketers and agency executives saying that they are planning to spend even more on original digital video this year, according to the Interactive Advertising Bureau (IAB).
The Digital Content NewFronts: Video Ad Spend Study is the IAB’s fourth annual survey of marketing and media buying professionals and was conducted by Advertiser Perceptions.
The latest survey found that original digital video is gaining a greater share of total digital video budgets, 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.
Confirming the powerful role that the Digital Content NewFronts plays in media buying decisions, nearly nine in 10 advertisers (88%) said that they increased their original digital video budget as a result of attending the 2016 NewFronts. More than three-quarters (77%) agreed that the 2016 NewFronts encouraged them to investigate ways to incorporate VR or 360-degree video advertising into their marketing strategy.
The 2017 NewFronts is poised for even greater impact, with marketers and media buyers planning to allocate more of their original digital video budget at this year’s event than ever before—a full 40 percent, up from 37 percent in 2016.
“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.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
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