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IAB Video Advertising Spend Report,2019 Digital Content NewFrontsApril, 2019Commissioned Partner:,2,Contents,345815232932394752,Executive Summary MethodologyKey Highlights Digital VideoOriginal Digital VideoAdvanced TV Video Programmatic VideoDirect to Consumer BrandsVideo Advertising Trends Impact of the NewFronts Appendix,NEW FOR 2019IAB is committed to reporting and analyzing how the DTC Brand Economy is impacting the industry overallfrom innovations to go-to-market strategies, from product delivery to ad delivery, from customer acquisition to audience targeting and optimization, from revenue to media measurement, and more.As part of that commitment, this report includes a breakout of Direct to Consumer Brands (note: direct-to-consumer brands include DTC Brands i.e., brands that are digitally native and follow the stack-your-own supply chain business model).,3,Digital Video Ad Spend:Executive Summary,Ad spend in Digital Video continues to accelerate, with advertisers reporting that they expect to spend, on average, $18M in 2019 nearly 25% over last year.And the growth is occurring in all categorieswith Media although advertisers consider ODV “essential”, the spend on this content type is still challenged by “quality of content”Advanced TV Nearly 60% of advertisers report that they will increase their budgets for ATV this year, primarily because they find OTT to be beneficial in delivering tough to reach audiencesMobile and Desktop have reached parity in spending, with nearly two-thirds of the total digital video spend allocated evenly across the two devicesProgrammatic Growth in digital video programmatic spending is expected to rise +4% year/year, now reaching 53% overallThis years report also includes spend among direct to consumer marketers (DTC). While this is only 17% of the total sample size for this report, we can see,directionally, that DTC marketers expect to allocate more than 50% of their digital spend on digital video advertising (a+50% y/y increase),Note: NewFronts presenters have a clear advantage capturing advertisers spend.Buyers expect to allocate 43% of their digital video budgets at this time.,4,Methodology,Survey Fielded:February 18 - March 1 2019,Total Sample:,N= 350 Marketer and Agency decision-makers in the following sectors:Automotive, CPG, Fashion & Apparel, Finance, Home Furnishings Media & Entertainment, Retail, Telecommunications,Note: Sample has changed from previous IAB Video Ad Spend reports with the inclusion of Direct to Consumer (DTC) marketers,New for 2019:,Direct to Consumer Marketers are now included and comprise 17% of the total sample. DTC data should be used directionally only.Also new this year, sample now includes Fashion & Apparel, Media & Entertainment and Home Furnishings advertising decision makers,Note: Data falling below the stable threshold are noted for directional purposes and to be used directionally only,Qualification:,Involved in Digital Video Advertising Decision-Making (categories as per above); $1M+ Total Annual Ad Spend; must have at least a modest understanding of the Digital Content NewFronts,Throughout the report Original Digital Video Content refers to programming (not advertising) that is professionally produced specifically for digital/online consumption and is ad supported. For additional Taxonomy, please refer to the last page of this presentation.,350 Online Interviews Conducted,5,Key Highlights,Digital Video GrowthAdvertisers plan to spend nearly $18 million on Digital Video in 2019, on average (up from $14M in 2018)Nearly 3 in 4 buyers are planning to increase their digital video ad spend in next 12 monthsAdvertisers will spend 25% more on digital video than they did last year (50% more than 2 years ago)Nearly two-thirds of digital budgets are allocated to videowith Mobile and Desktop video evenly allocatedDTC Brand TrendsDTC Brand ad buyers expect to spend more on their brands digital video advertising, increasing their investment at higher pace than Incumbent marketers, an increase of more than 50% from last year78% of DTC Brands plan to increase their ad spend on digital video in the next 12 monthsDTC Brands are deeply invested in digital video and are much more likely to increase their Advanced TV and OTT spendOriginal Digital Video spending by DTC brands is expected to substantially increase in 2019DTC Brand advertisers are more likely than Incumbent brands to report the Digital Content NewFronts as very influential on their ad spend decisions,NOTE: For definitions, please see Taxonomy page in the Appendix of this deck,6,Key Highlights,Original Digital Video (ODV) Spending & TrendsBuyers plan to spend on average $9.3 Million on Original Digital Video this year.Continued growth: Year after year, we see Advertisers continuing to increase their spending on Original Digital Video. This year is no different with spending growing by 31% from last year.DTC marketers report that 2019 will be a year of significant spend increases in ODVAdvertisers report that content quality is the top differentiator when identifying ODV partnersDigital Content NewFronts: Impact and ImportanceThe NewFronts have a substantial influence on Original Digital Video advertising spend decisions for 84% of advertisers8 in 10 advertisers agree that their attendance at the 2018 NewFronts resulted in increased spending on Original Digital Video contentMore than half of attendees report that the NewFronts resulted in greater spending throughout the year43% of Advertisers ODV budgets will be allocated at the NewFronts. NewFronts presenters have a clear advantage capturing advertisers spend.,NOTE: For definitions, please see Taxonomy page in the Appendix of this deck,7,Digital Advertising Trends,Native Advertising continues to grow with just over half of Advertisers reporting an increase in their spend in 2018 compared to 2017Social Media is having a significant effect on Advertisers attitudes regarding budget allocation: 7 in 10 advertisers currently use influencers in their digital video advertising; another 9% plan to in the next yearThe new ad formats advertisers plan to increase their use of include Vertical Video Ads*, Stories*, and Shoppable Video Ads*Advanced TV spend expected to grow significantly59% of buyers plan to increase their Advanced TV spend in the next 12 monthsOTT spend to increase significantlyHalf of buyers plan to spend more on OTT this year while 44% plan to maintain spend, despite disagreement over the definition of OTT (half consider OTT to be video on TV screens, half dont)OTT is valued for the ability to deliver hard to reach audiences, followed by ability to better optimize ad campaigns in the future with relevance. Price, measurement and lack of scale are reported drawbacksMulti Platform BuyingMore than 8 in 10 advertisers agree that a unified multi-platform buying solution (TV + digital video) is important,NOTE: For definitions, please see Taxonomy page in the Appendix of this deck,Digital Video,9,Advertisers will spend nearly $18 million, on average, on digital video advertising in 2019a 25% increase since 2018,Q15: Previously you said your company will spend INSERT RANGE on digital video (desktop and mobile) in 2019. Wed like to get a bit more detail on that and prior years spending. To the best of your knowledge, what exactly was that spending amount in 2017 and 2018? What do you anticipate spending in 2019?,$12.1,$14.2,+25%Increase2018-2019$17.8,Average Dollar Amount Spent on Digital/Mobile Video Advertising3 Year Trend (in millions)= % Change in Digital/Mobile Video Dollar Spend 2018 2019,2017,2018,2019,Base: Total Respondents,10,Video ad spend has grown across all verticals, particularly in Media & Entertainment and Fashion,Q15: Previously you said your company will spend INSERT RANGE on digital video (desktop and mobile) in 2019. Wed like to get a bit more detail on that and prior years spending. To the best of your knowledge, what exactly was that spending amount in 2017 and 2018? What do you anticipate spending in 2019?,2019 Average Dollar Amount Spend in Millions on Digital/Mobile Advertising by Market Sector,Base: Total Respondents,11,Nearly 3 in 4 buyers are planning to increase their digital video ad spend in next 12 months,Q10: In the next 12 months, would you expect the amount of your companys/your clients spend on the following types of advertising to increase, stay the same or decrease? Base: Involved in Media Type,40%,50%,41%,44%,19%,6%,Broadcast/ CableTV,OTT/Connected TV,Digital Video (Desktop andMobile)Advanced TV,Spending Optimism for Video and TV Advertising Types,IncreaseMaintain,Decrease,44%,21%,Net Optimism (Increase Minus Decrease),Optimism Score% increase minus % decrease,12,Nearly two-thirds of digital budgets are allocated to videowith Mobile and Desktop video reaching parity,Q25: Thinking about your overall digital ad spend, for your companys/your clients biggest or most important product or service in the MARKET SECTOR market sector, what share of spending was allocated to each of the following advertising formats in 2017 and 2018? What share do you anticipate allocating to each in 2019?Base: Respondents Involved in Digital Video and Digital Display,Digital Spend Allocation: Video vs. Other Non-Video3 Year Trend; Average Percent,Desktop Video,Mobile Video 28%,Other Digital 32%,Other Mobile 7%,2017,Desktop Video,Mobile Video 29%,Other Digital 33%,Other Mobile 7%,2018,Desktop Video,Mobile Video 31%,Other Digital 31%,Other Mobile 8%,2019,DesktopVideo,Mobile Video,Other Digital,Other Mobile,62%to Video,61%to Video,60%to Video,13,Digital Video Content:Buyers are allocating more than 75% of their spend outside of social space,Q30: Imagine that the digital video (desktop and mobile) advertising budget for your companys/your clients biggest or most important product or service in the MARKET SECTOR market sector is a pie and each of these types of digital /mobile video advertising is a slice. What share do you anticipate allocating to each slice in 2019?,13%,14%,14%14%,18%,22%,Music Video Sites,Original Digital Video Sites User Generated Content News SitesTV Shows Online Social Media Video,Base: Total Respondents,Average Percent Digital Video Budget Allocations to Each Channel,14,22%,23%,26%,28%,Video ads in mobile apps,Out-stream video ads on article-based pages (video in rich media-like ads that are outside of video player)In-stream video ads in video content/player (pre- roll, mid-roll, post-roll),Base: Total Respondents,Video Ad Formats:Digital video budgets are evenly distributed across video ad formats,Q35: What percent of your digital video (desktop and mobile) budget for your companys/your clients biggest or most important product or service in the MARKET SECTOR market sector is spent on:,Average Percent Allocation to Each Digital Video Allocations to Video Ad Format,Original Digital Video,16,Annual spend on original digital video (ODV) up 31% from last year,Q15: Previously you said your company will spend INSERT RANGE on digital video (desktop and mobile) in 2019. Wed like to get a bit more detail on that and prior years spending. To the best of your knowledge, what exactly was that spending amount in 2017 and 2018? What do you anticipate spending in 2019?Q85: What portion of your total digital video (desktop and mobile) advertising budget for your companys/your clients biggest most important product or service in the MARKET SECTOR market sector was spent advertising on each type of content in 2017 and 2018? And what do you anticipate those shares will be in 2019?,$5.8,$7.1,$9.3,+31%Increase2018-2019,Average Dollar Amount Spent on Original Digital Video - 3 Year Trend (in millions)= % Change in Digital/Mobile Video Dollar Spend 2018 2019,2017,Base: Total Respondents,20182019,17,ODV has gained a small incremental share of overall digital video budgets,Q85: What portion of your total digital video (desktop and mobile) advertising budget for your companys/your clients biggest most important product or service in the MARKET SECTOR market sector was spent advertising on each type of content in 2017 and 2018? And what do you anticipate those shares will be in 2019?,Average Percent of Digital Video Budget Allocated to Original Digital Video vs. Other Video3 Year Trend,48%,50%,52%,52%,50%,48%,2017,2018,2019,Other Digital Video Content,Original Digital Video Content,Base: Total Respondents,18,Most Important Selection Criteria When Deciding Between Brands; Respondents Who Allocated Spending at the 2018 NewFronts,Quality of content is the most important criteria when choosing between ODV media brands/publishers,Q130: Thinking about your digital video spending on original digital video with media brands/publishers that participate in the NewFronts, please select the most important criteria you consider when deciding on which media brand(s)/publishers to advertise with.Base: Respondents Who Allocated to Spending at the 2018 Digital Content NewFronts,19,Quality of content is also the top obstacle preventing increased spend on ODV advertising,Q145: What do you view as the biggest obstacles to spending more on original digital video advertising (i.e. the type of video content presented at the NewFronts)?,Biggest Obstacles to Spending More on ODV Advertising,Base: Total Respondents,20,ODVs role in Advertisers media plans,Top 2 box: Q135: To what extent do you agree with each of these statements about original digital video advertising?,Agree Somewhat/Completely,89% agree:My investment in original digital video programming will grow and make up a larger share of my advertising.,89% agree:Advertising on original digital video programming is an essential part of my companys/my clients media buy.,87% agree:Original digital video advertising is as important as TV advertising for my media plan.,Base: Total Respondents,21,ODV praised for its ability to:allow for more prominent placement; target on CPA; provide more effective custom brand integrations,Q135: To what extent do you agree with each of these statements about original digital video advertising?,Sorted by Agree Somewhat/Completely,41%,43%,84%,Agree Completely,Agree Somewhat,Base: Total Respondents,22,Advertisers use ODV primarily to achieve top and mid-funnel objectives,Q140: For which types of campaigns would you include original digital video advertising on the media plan?,Original Digital Video Across the Funnel,Full Funnel30%,Mid Funnel 44%,Top Funnel 41%,Lower Funnel 10%,Base: Total Respondents,Advanced TV,Includes Over-the-Top Video (OTT ): Addressable Video ATV,
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