April 29, 2019

Allocation of Digital Video Ad Spending According to US Agency and Marketing Professionals, by Industry and Channel, March 2019 (% of total)


US ad buyers in various industries were asked how they allocate their online and mobile video ad spending to different platforms and channels. Channels included in this chart are Facebook, Instagram, Snapchat, Twitter, YouTube, full episode players and publisher sites/apps.


Respondents were asked, "What % of your digital video (desktop and mobile video) for your [company’s/client’s] biggest or most important product or service in the [ASSIGNED MARKET SECTOR] is spent with: ?"


Data is from the April 2019 Interactive Advertising Bureau (IAB) "Digital Content NewFronts: 2019 Video Ad Spend Report" conducted by Advertiser Perceptions. 350 US agency (40%) and marketing (60%) professionals were surveyed online during February 18-March 1, 2019. Respondents identified their industries as automotive, CPG, fashion & apparel, finance, home furnishings, media & entertainment, retail and telecommunications. All respondents were involved in digital video advertising decision-making, had $1+ million in total annual ad spending in 2018 and had at minimum a modest understanding of the Digital Content NewFronts.

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