As the 2018 Digital Content NewFronts winds down–at least the East Coast version–the Interactive Advertising Bureau gathered publishers, brands, and media buyers at its Ad Lab this morning, and, over cold frittatas and think-cut bacon, hashed over some of the things we learned this week.
“It’s increasingly clear that digital advertising is moving more and more to sight, sound and motion,” said Randall Rothenberg, the IAB’s Chief Executive Officer.
Here are 6 key takeaways from this morning’s presentations, as well as the IAB’s 2018 Digital Video Viewers and Brand Connection report:
- The typical American spends just over 15 hours per month watching nearly 250 videos, according to IAB research
- Digital budgets are allocating more to video every year, according to the IAB
- Mobile, in-app video engagement is growing, with a video click-through rate that is 56 percent higher than banner click through rates, according to research presented by Anne Frisbie, InMobi senior vice president of global brand & programmatic
- Advertising should be designed for the feed, not the couch, said Frank Maguire, head of market development at Sharethrough. He presented research that revealed most users usually have the sound off, unless they’re home. In which case, 87 percent of users have the sound on, Maguire said
- More than 90 percent of videos are discovered by browsing a social media or content feed, Maguire said, while 8 percent come from search and 2 percent come from direct sharing, such as by email
- The findings of a poll presented by Tal Chalozin, co-founder and CTO of Innovid, said 52 percent of respondents said the biggest challenge facing the TV and video advertising industry was creating a better ad experience for users