2016 IAB Video Ad Spend Study


United States

Category Advertising Spend

Media associated with this project

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Advertisers and media buyers have made an impressive 114 percent increase in investments in original digital video programming over the past two years, according to the third annual “Digital Content NewFronts: Video Ad Spend Study.” This survey of 360 marketing and media buying professionals was conducted by Advertiser Perceptions and released today by the Interactive Advertising Bureau (IAB).

The research was conducted by Advertiser Perceptions, which surveyed 360 marketer and agency executives online from March 14 – March 25, 2016. To qualify, these executives needed to be involved in digital video advertising decision-making at a company responsible for $1M+ total ad spend in 2015. More than half of the participants (56%) were senior level (VP+ job title).

Reach of Media Related to the Research

national media digital

Type of Media Related to the Research

Desktop internet, Mobile, TV