For the last ten years, the Interactive Advertising Bureau (IAB) Video Ad Spend & Outlook conducts studies focusing on trends within the TV/video market. IAB collects information from over “700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns.” This collected data provides valuable insights into market opportunities and challenges, offering guidance to both buyers and sellers.
Digital video advertisement spend in 2022 increased by 21%, totaling $47.1 billion.
“As urgently as buyers want a multi-currency future, there’s no question that changing a market as large as video takes time; however, the clock is ticking. To make significant progress, buyers need to come together and align on what they need, and sellers across the diverse video ecosystem need to be part of the conversation. We are optimistic about the conversations currently taking place and will continue to advocate for universal standards, transparency, interoperability, and collaboration across the industry,” says the CEO of IAB David Cohen.
Today, at the 2023 IAB NewFronts, they revealed digital video ad spend increased twice as quickly as overall digital media and projects it will reach $55.2 billion this year.
Here is a rundown of IAB’s “2022 Video Ad Spends & 2023 Outlook: Defining the Next Generation” report:
- 64% of TV/video buyers agree that creator-driven video can be premium and 69% of the biggest-spending buyers are even more likely to consider creator-driven video as premium
- 81% of TV/video buyers say they want two or more unified currencies for impression measurement, and among those, 92% said that must happen in the next two years.
- With TV/video buyers prioritizing media channels where audiences are addressable, CTV continues to be one of the fastest-growing channels in digital video ad spend – up 22% in 2022, and 34% faster than short-form video from web and app-based publishers.
- TV/video buyers are increasingly paying serious attention to attention metrics, with more than nine in ten (93%) using at least one method to gauge consumer attention.
Vice President of IAB Eric John said, “Buyers want to know if the audience is paying attention, and they’re making buying decisions accordingly. Buyers want engaged audiences watching video content of all stripes, including premium and creator-driven video. They want currencies they can trust. That’s where the industry is going — the question now is how fast we will get there.”
The full IAB 2022 Video Ad Spend & 2023 Outlook: Defining the Next Generation report can be downloaded here.