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Published: November 01, 2017
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This report looks at how ad industry executives measure the effectiveness of video ad campaigns. As new platforms and devices change the landscape, and best practices must be tweaked, experts grapple with how to benchmark campaigns for maximum effectiveness. The report combines recent data with executive insights.
"US digital video ad spending will grow at double-digit annual rates for at least the next four years, surpassing $22 billion in 2021."
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US Digital Video Ad Spending, 2017-2021 (billions, % change and % of total digital ad spending)
Digital Video Ad Benchmarks Worldwide: CTR, Completion and Viewability Rates, Q2 2016-Q2 2017 (among impressions served by Extreme Reach)
Desktop vs. Mobile Video Ad Benchmarks Worldwide: Completion and Viewability Rates, Q2 2016-Q2 2017 (among impressions served by Moat analytics)
Digital Video Ad Benchmarks Worldwide: Completion Rates, June 2016-April 2017 (among impressions served by DoubleClick)
Digital Video Ad Benchmarks Worldwide: Completion Rates, by Purchase Method, Q2 2016-Q2 2017 (among impressions served by Extreme Reach)
US TV* and Digital Video** Ad Spending, 2016-2021 (billions, % change and % of total media ad spending)
Average Time Spent per Day with Video by US Adults, by Device, 2015-2019 (hrs:mins)
Expected Change in Cross-Platform TV/Video Spending According to US Agency vs. Marketing Professionals, April 2017 (% of total)
YouTube Net US Video Ad Revenues, 2016-2019 (billions)
Social Media Platforms Used by US Video Marketers to Post Videos, April 2017 (% of respondents)
US Internet Users Who Watch vs. Engage with Branded Videos Daily, by Social Media Platform, April 2017 (% of respondents)
Average Engagement on Facebook Posts by Brands/Publishers Worldwide, by Content Type, July 2016-June 2017
Platforms Used by US Live Streaming Video Viewers to Watch Live Streaming Video, June 2017 (% of respondents)
Instagram Ad Revenues, US vs. Non-US, 2016-2019 (billions and % of total)
Leading News & Media Publishers on Instagram Worldwide, Ranked by Number of Videos Posted, May 2016 & May 2017
Twitter Ad Revenues, US vs. Non-US, 2016-2019 (billions and % of total)
Frequency with Which US Twitter Users View Videos on Twitter, Nov 2016 & May 2017 (% of respondents)
Snapchat Ad Revenues Worldwide, US vs. Non-US, 2016-2019 (millions and % of total)
Frequency with Which US Snapchat Users Engage with Snapchat Ads, by Format, March 2017 (% of respondents)
US Connected TV Users and Penetration, 2016-2021 (millions, % of population and % of internet users)
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