The Internet Advertising Bureau\u2019s latest Video Ad Spend Study shows a near doubling of marketer investments in original digital video since 2015 and a correlation between the buying activity and the NewFronts.<\/p>\n
Eight out of 10 marketers surveyed for the IAB \u201csaid they increased their spending on original digital video because of the NewFronts<\/a> in 2016,\u201d says Anna Bager, SVP and General Manager, Mobile and Video. The new research underscores a \u201cpivotal change in the expand around video.\u201d<\/p>\n While over-the-top and mobile device viewing are big drivers of the expanded investments, \u201cIt\u2019s really the whole ecosystem. Marketers are getting that,\u201d Bager says in this interview with Beet.TV.<\/p>\n Original digital video is gaining a greater share of total digital video budgets\u2014its slice of the pie reaching 47% from 45% in 2016, according to the IAB research<\/a>. Native advertising is increasingly a key part in these original digital video buys, accounting for 42% of investment, up from 32% the previous year.<\/p>\n What remains a \u201ctricky\u201d part of the digital video experience is discoverability, or how consumers find desirable content when there is so much out there, according to a separate study by the IAB.<\/p>\n \u201cThere\u2019s so much great content out there, but how do you find it and how do you search between the different platforms\u201d will be the subject of additional research, Bager says.<\/p>\n She believes the solution for consumers might turn out to be mobile. \u201cI think that the phone is potentially going to transform into our set-top box and through that we can search and find the content that we need.\u201d<\/p>\n Video discoverability \u201cis something we need to improve,\u201d she says.<\/p>\n