Digital Video Advertising

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Marketers Are Split on How They Define OTT

Marketers Are Split on How They Define OTT

May 17, 2019

In an IAB poll of marketers, half of the respondents defined OTT as streaming video that appears on any screen and 48% defined OTT as streaming video that appears on a TV screen.

Advanced TV Is the New Frontier for DSPs

Advanced TV Is the New Frontier for DSPs

May 14, 2019

While the vast majority of TV advertising is still bought and sold through traditional methods, change is happening, and vendors don’t want to miss out.

Video Will Account for Almost Half of Programmatic Spend This Year

Video Will Account for Almost Half of Programmatic Spend This Year

May 03, 2019

US marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic digital display ad spending. For the next few years, we expect the portion of programmatic spend that goes to video to remain steady.

Ad Buyers Usually Pay More Than $20 For Connected TV CPMs

Ad Buyers Usually Pay More Than $20 For Connected TV CPMs

Apr 22, 2019

With connected TV adoption rising, advertisers are keen to access an increasingly sizable audience on a sizable screen. In fact, many connected TV ad buyers may pay north of $20 CPMs to do so, according to a new digital ad pricing statpack that eMarketer will be releasing April 10.

Breaking Out Video Ads: Native vs. In-Stream

Apr 17, 2019

We forecast that native video will make up 38.1% of US digital video ad spending in 2019, but it won't take a much larger share in the near future.

Hulu’s Price Cut Will Boost Ad Revenues

Hulu’s Price Cut Will Boost Ad Revenues

Mar 17, 2019

Hulu’s decision to reduce the price of its most affordable, ad-supported plan will help bring more users—and more ad dollars—to the popular streaming platform.

Will Ad Measurement Challenges Stifle OTT Growth?

Will Ad Measurement Challenges Stifle OTT Growth?

Mar 15, 2019

Despite OTT ad spend's surge, it’s still small compared with the $69.2 billion that US advertisers are projected to spend on linear TV. For some advertisers, measurement challenges prevent them from investing more in OTT.

Social Video Ad Spending Will Grow 44% by 2021

Social Video Ad Spending Will Grow 44% by 2021

Mar 11, 2019

Social video ad spending in the US will reach $14.89 billion in 2021, growing 44% from 2019, according to our latest forecast. It will then account for 30.4% of total video ad spending.

Still Early Days for TV Ad Innovation

Still Early Days for TV Ad Innovation

Feb 27, 2019

Earlier this week, 3,000 marketing industry professionals gathered for LiveRamp’s RampUp conference at the Fairmont Hotel in San Francisco to discuss the latest marketing technology developments. One theme that stood out was that while marketers are making headway with advanced TV, it’s early days with TV ad innovations.