IAB Video Ad Spend Study
2017 NewFronts
Video Ad Spend Study
April 2017Methodology
Timeframe: March 15–April 22017
Sample: Marketer & Agency contacts from The Advertiser
Perceptions Media Decision Maker Database,and third-party
databases as needed.
Qualification:
NewFronts
Note: Throughout the report ‘Original Digital Video Content’
refers to programming (not advertising) that is professionally
produced specifically for digital/online consumption.
Digital-Primary: Refers to advertisers who use Digital Budgets
as the primary source for Digital Video Advertising
TV-Primary: Refers to advertisers who use TV Budgetsas the
primary source for Digital Video Advertising
Directional Data: Some findings in the presentation could
reflect data with low bases.
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Video Ad Spend Study
April 2017Respondent Profile Snap Shot
Profile of Respondents (358)Total
Agency47%
Marketer53%
Senior (VP+) Job Title51%
Mid (Director) Job Title30%
Junior Job Title19%
TV-PrimaryDigital Video Budget Source14%
Digital-PrimaryDigital Video BudgetSource85%
Plan to Attend 2017 NewFronts67%
Total
Market Sectors:
Automotive15%
Financial Services13%
Food & Beverage15%
Health & Beauty14%
Household Goods15%
Retail15%
Telecom14%
Video Ad Spend Study
April 2017Key Highlights –Digital Video Landscape
representing a 67% increase from 2 years ago
expecting to maintain current TV spend levels
whom plan to increase cross-platform spending
and steady growth –accounting for 45% of all Digital Video dollars spent. Yet still more than half spend directly
with premium video sites.
sites, etc.) Suggesting advertisers are still in a test and learn phase and presenting an opportunity for channels to
prove their effectiveness for a greater slice of the pie.
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