Video ad spend soaring in 2019, favoring original content, programmatic buys

Digital video ad spend continues to climb, with U.S. investment in video ads expected to reach $18 million in 2019, up from $14.2 in 2018, according to a new report from the Interactive Advertising Bureau (IAB). Research indicated that more than half of digital video ad spend will be driven by video ads featuring original content. And what’s more: eMarketer anticipates programmatic video ad spend to reach $29.24 billion this year, accounting for 49.2% of all US programmatic digital display ad spending.

Original digital video. Annual spend on original video ads is expected to grow 31% from 2018, gaining share over other types of video spend. When surveyed, respondents indicated that content quality is the dominant factor considered when allocating video ad budgets – but it’s also the biggest hurdle impeding spend increases.

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