Last month IAB published a new study claiming that video ad spend will continue to grow in 2018. According to the research, nearly 60% of advertisers’ budgets are already allocated to digital video and the number will keep growing.
After interviewing 353 respondents, IAB found that original video programming is essential to media plans and spend of 9 out of 10 interviewed advertisers. All participants see digital video as a better alternative to TV.
Video Is Gaining Popularity
The reason why digital video is on the rise is data it provides. With diverse reporting options, advertisers can easily track campaign performance and tweak it accordingly. Besides, with prominent placement and branding, an ad reaches audiences that cannot be reached with traditional TV advertising.
Opportunities and Recommendations
The IAB also forecasts the steady growth of native video advertising. The findings show that last year two-thirds of digital video advertisers invested in native opportunities and they plan to increase the budget in the next 12 months.
What remains important to advertisers are the effective programming, affordable costs, and quality environment. If you are looking for these things for your video advertising, do not hesitate to contact our video ad network that specializes in programmatic video advertising. Our team will gladly help you figure out your video strategy for 2018.