IAB Europe, the leading European-level industry association for the digital advertising ecosystem, has published its latest Attitudes to Digital Video Advertising report which provides insight into the growth drivers and adoption of digital video advertising across Europe, the ways in which video is being traded on both the buy-side and sell-side, and future trends.
Now in its third year, the report highlights that digital video is now an integral part of marketers’ advertising plans. Indeed, digital video is a key driver of the digital advertising market which is now worth €48 billion in Europe.
The Attitudes to Digital Video Advertising survey was first developed by IAB Europe’s Video Task Force and Research Committee in 2016. The study asks advertisers, agencies and publishers from across Europe about their investment and revenue levels by device and format, their objectives and measurement needs, the trends they are seeing in inventory supply and cross-screen planning, and how they see their investment levels evolving in the future.
The report highlights that investment in digital video advertising is increasing:
“As the re-alignment from linear video continues, IAB Europe’s ‘Attitudes to Digital Video Advertising Report’ highlights the rapidly changing face of our industry. Significant year on year trends such as the continued rise of RTB and the growing adoption of the Out-stream format, show that this flourishing industry is rapidly maturing and our understanding needs to keep up with this pace of change.” said Phil Sumner, Global Media Insights Director, Teads
The findings demonstrate that advertiser KPIs are evolving:
Further, whilst advertisers are embracing newer formats and ‘digital first’ video content, the industry is still reliant on in-stream formats:
Finally, the report shows the reliance on video advertising for publishers’ advertising solutions:
“We clearly see from the research the big shift into video, with publishers ramping up the volume of video inventory they carry. While generating higher CPMs for publishers, video delivers the impact and engagement that brands crave, helping persuade marketers to invest more in digital.” said Roger Williams, VP, International Marketing, PubMatic
IAB Europe’s members Adform, Nielsen, Teads and Pubmatic contributed to the latest report.
“This report forms part of IAB Europe’s objective to explore the video advertising landscape in Europe and drive the uptake of digital video branding campaigns. Related resources from IAB Europe include a Connected TV White Paper, the measurement of video ad spend in the AdEx Benchmark report and a library of ad effectiveness case studies”, said Marie-Clare Puffett, Business Programmes Manager, IAB Europe.