Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "iab"
- The joint study released today by TAG along with the 4As, ANA, and the IAB, determined that by working together the digital ad industry collectively saved an estimated $10.8 billion in 2023, dramatically reducing fraud related to IVT in U.S. display and video ad channels by 92%.
- Three-quarters of consumers feel commerce in video ads is more relevant to their purchase process than other ad types, as more look for a seamless experience to combine product discovery with purchases, according to a study released Tuesday.
- Well, that's what my analysis of the IAB's just-released study shows: Americans would pay $163.50 per month vs. the $13.48 the U.S. ad industry currently pays to reach them.
- The study examines the value consumers would want in exchange for not having free access to the internet, websites and apps - with compensation for giving up the convenience averaging $37,619 - and what it would be worth if they had to start paying for the content they now use for free. The data shows consumers would pay on average $164 per month to continue using currently free websites and apps.
- Now that we're seeing real fungibility of linear TV annual ad spend into CTV and streaming TV platforms, we should care about the quality of the digital video ad units capturing that spend.
- Measure, calibrate, and optimize are part of a new strategy outlined by Integral Ad Science in a white paper released Tuesday.
- Research and analytics platform Veritonic found that 78% of people in a recent survey said they are likely to listen to streaming audio and podcasts when outside in the summer.
- While measurement still needs work, gaming ads are no longer too costly, brand-risky, unscalable or limited in full-funnel effectiveness, according to an IAB report.
- Marketers can't afford to wait to get Amazon and retail media right. Here are three steps they need to take now.
- The 44% of media buyers not even considering such investments cite the metaverse's newness, lack of standards, and lack of budget, among other concerns.
- Pre-roll ads have also become more popular as marketers seek to reach listeners when they begin streaming audio content.
- CTV is considered more necessary than social video and national broadcast TV for video advertising.
- The report estimates average time spent per day in 2022 for CTV to be 1 hour/44 minutes, with linear TV at 3 hours/2 minutes, according to eMarketer January 2022 data. The IAB survey says 73% of buyers are expected to shift their media spend from linear TV to support their increase in CTV and OTT ad spend.
- Higher percentages report paying more attention to streamed ads than ads on traditional cable or satellite, in a survey conducted for TransUnion.
- Changes in data strategies have led many brands to increase their media spending on streaming platforms, as well as consider privacy policies.
- This year, video buyers say they will spend 56% of their total video budgets on digital video (desktop, mobile, CTV), significantly surpassing linear TV's share of 41%.
- The AI Standards Working Group, co-chaired by IBM Watson Advertising and Nielsen, has released a guide on Ai and machine learning for execs, marketers, and technologists. Bias is one key topic the group will address based on feedback from industry participants.
- The traditional ad value exchange -- trading free, ad-supported content for consumer attention -- is no longer good enough, concludes a new IAB/PwC report being released today.
- The new standard addresses ad-sharing scenarios in which multiple entities own ad slots in CTV/OTT apps.
- Only 10% of advertisers and agency media planning and buying executives surveyed by the IAB last month say their ad budgets for 2021 are firm for the entire year, while 39% say they are "ballpark" and 19% say they are flexible for the entire year. Those are among the findings of interviews the IAB conducted with advertisers and agencies as part of a 2021 Marketplace Outlook report, released today.
- Contrary to concerns that advertising in news content will create negative associations for a brand, it actually tends to make consumers trust and like brands more, and increases the likelihood they will take actions like recommending a brand, visiting its site or considering buying its products.
- COVID-19 has impacted the short- to mid-term marketing spend for marketers, but the long-term impact is much less certain, according to The State of Data report published by the IAB Programmatic + Data Center of Excellence and Winterberry Group.
- When it comes to the fastest-growing segment of media-buying -- programmatic -- in-house is now the norm for most clients worldwide. That's the finding of a new report released this morning by the IAB. While the trend should not be surprising to anyone who has been following media buying for the past decade, the stat may be: Only 15% of advertisers say they have no plans to bring programmatic media-buying in-house.
- One of the unintended consequences of the COVID-19 pandemic appears to have been a marked increase in the number of marketers utilizing in-house teams to buy video advertising via programmatic platforms, according to the findings of study of 350 advertisers and agency executives conducted by Advertiser Perceptions for the Interactive Advertising Bureau. The "IAB U.S. 2020 Digital Video Advertising Spend Report: Putting Covid in Context" found a 64% increase in the percentage of marketers buying video advertising via in-house programmatic teams.
- Connected TV proved remarkably immune to the severe Q2 ad-spending cuts, and drew dollars from broadcast and cable TV, a new pre- and post-COVID IAB study finds.
- The big surprise from the pandemic's initial impact on marketing is that it didn't necessarily collapse advertising -- especially digital -- and that it is actually accelerating the digital transformation of businesses, and potentially industries, GroupM's Brian Wieser said during an IAB webcast Thursday, adding that relative to the impact it will have on overall GDP, the effect on "advertising may not be as pronounced."
- First-quarter 2020 showed YoY ad growth, but the COVID-19 pandemic created significant pricing pressure on CPMs, with digital falling 16%. The IAB released its 2019 Internet Ad Revenue Report Thursday, and included separate insights on Q1 2020 revenue and the second edition of its Coronavirus Impact Report on publishers. "We're seeing in this new CPM study that connected devices are experiencing the least impact," said Sue Hogan, SVP of research and analytics, IAB.
- There are mixed signals about the underlying health of the ad marketplace -- both current and projected for the balance of the year. According to revised estimates released by eMarketer, the search advertising marketplace will contract 8.7% during the first half, and 14.8% during the second half, while the digital display advertising marketplace will recede 5.5% in the first half and 18.1% in the second half of the year.
- A recent study suggests the COVID-19 pandemic has accelerated shifts in consumer behavior, leading to permanent changes in the way Americans watch, read, listen, play, shop, work and socialize. Conducted by the IAB and the USC Center for the Digital Future, the study finds Americans coping with the pandemic report making life-altering changes in days, and most say they want to maintain the positive ones including spending more time with their families. Most are watching more TV and streaming services, and more people have adopted online shopping and banking.
- Programmatic media buys now account for 85% of all digital ad spending, according to estimates released in a new report from the Interactive Advertising Bureau. The estimates, part of the IAB's "Brand Disruption 2020" report released this afternoon, put U.S. programmatic ad spending at nearly $79 billion -- an increase of 87% from 2017, the first year benchmarked in the report.
