As a service to our members and the larger business community, IAB compiles and makes available research studies and reports shared with us by our members that identify trends and industry-wide insights. Please note that IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. Use appropriate sourcing and fact-checking when applying this data for business use.
The research compiled in this page includes both IAB proprietary research and member company research. Browse from any of our libraries below for research, reports, and more.
Attention spans are shrinking and everyone’s trying to break through in a rapidly changing landscape. In an effort to win, many try to outshout the competition. But if you’re only looking to be the loudest voice, you’re leaving a world of unlocked value on the table. Pinterest’s latest research shows that a more holistic approach is the key to gaining real, quality attention—and achieving better business outcomes.
MediaLink’s global study of 400+ marketing leaders, “The Marketer’s Forecast 2024� (#TMF24), deep dives into the pain points and opportunities facing today’s marketing leaders. It aims to inform how marketing leaders can set their sails, catch the wind, and spark transformational growth with a focus on five critical topics:
Advertiser interest, and retail media appetite are driving demand for commerce media, with revenue projected to nearly double in the next two years. To understand what’s need for success in this next phase of retail media, PubMatic commissioned a new study from Forrester Consulting to explore the commerce media landscape, challenges retailers are facing, and the keys to building a successful commerce media network.
Among the findings:
Axciom’s latest research, commissioned from international strategy and research agency MTM, explores how both brands and consumers are feeling about five major trends we expect to impact CX, including immersive shopping, intuitive technologies, and retail media networks.
SuperAwesome’s new report explores youth audiences’ influence, new digital habits, and values when it comes to retail, and why gaming is one of the best ways to reach them.
• Learn why Gen Alpha and Gen Z are so important for retailers.
• See the new media mix for reaching kids and teens.
• Explore six strategies for entering the gaming ecosystem.
Each year IAB releases a seminal brand report exploring how brands and retailers are innovating to address the market disruption driven by the rise of digital B2B platforms, changing media consumption habits, omnichannel shopping, and ongoing privacy legislation—disruptions that have been largely and dramatically accelerated by the pandemic.
This year’s report, our sixth annual study, identified four key disruptions challenging brands, retailers, and the digital ecosystem, including:
This multi-phased study by The Guardian US challenges the prevailing notions of brand safety in premium news content. This investigation examines whether ads placed next to topics like the climate crisis, LGBTQ+ rights, and social justice negatively impact a brand’s image. Utilizing online surveys, A/B testing, and third-party analyses, this study seeks to understand why brands hesitate to advertise alongside quality journalism despite the affluent and engaged audience it attracts.
Dive into the findings and deepen your understanding of brand safety in today’s premium news environment.
The Free and Open Ad Supported Internet: Consumers, Content, and Assessing the Data Value Exchange reveals the results to the questions posed above and urges the digital ad industry to better inform consumers about their data usage and protections, the benefits it provides, and along with advertising, data’s role in keeping the Internet free and open.
As the digital economy becomes more privacy-by-design, IAB surveyed over 1,500 consumers to gain insights into their thoughts, preferences, and concerns regarding their personal data and digital advertising overall.​
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With personal data being a key facet of the free and open, ad-supported Internet, the research gauged to what extent consumers understand what is meant by personal data. It also explored how consumers enjoy and value the Internet, how they perceive the role of advertising, what their willingness is to pay for currently free online services, and what their preferences and concerns are when sharing their data.​
For many of us, the word “celebrationâ€? immediately brings to mind images of birthdays and weddings, baby showers and retirement parties, national holidays and religious occasions. But global events – from pandemics and protests to cost of living crises – have redrawn celebration boundaries. To understand how celebrations are evolving to make space for societal and generational change, Pinterest, in partnership with Pepper Strategies and GWI, conducted a multi-market qualitative and quantitative study. Explore the research and get ideas to reach your audience this holiday season.
Sounds Profitable, in partnership with Signal Hill Insights, found in their previous research, The Podcast Landscape, that 40% of Americans aged 18+ would be “likely to listen� to a podcast about one of their favorite brands or products. As a result, they developed this report which digs a little deeper and focuses on these Brand Enthusiasts.
This report reveals new information on:
In partnership with Signal Hill Insights and some of the leading brands in podcasting, Sounds Profitable commissioned a study of over 2,400 Americans 18+ to understand why they do, or do not listen to podcasts, what the barriers to future growth are, and how we can turn casual listeners into fans of the medium.
Key findings from this landmark study include:
The media landscape has changed rapidly in recent years, with the introduction of new digital ad formats creating both opportunity and increased complexity for advertisers. While it’s common knowledge that the same ad performs differently in different traditional media environments, few large-scale studies have been published on the normative effects of digital environments.
This report, commissioned by Meta and conducted by Realeyes in partnership with Eye Square and Bill Harvey Consulting, describes and quantifies the differences between digital video environments across 7 major platforms and 15 different ad placements. Through a large-scale experiment using simulated app environments, the research in the report identifies distinct consumer behavior patterns across metrics like attention, engagement, and visibility.
Despite these differing patterns, brand recognition across the platforms was similar—which suggests that marketers should focus on leveraging each environment’s unique strengths to make the most of their media.
Download the report to learn more about the strengths of different digital environments and how marketers can use this knowledge to their advantage.
In their inaugural Intrinsic In-game Advertising Report, Frameplay surveyed over 1,200 gamers to understand sentiment toward in-game advertising and perception of intrinsic in-game ads. The survey revealed a preference for ads that do not interrupt gameplay.
Key findings include:
Axciom’s latest research, commissioned from international strategy and research agency MTM, explores how both brands and consumers are feeling about five major trends we expect to impact CX, including immersive shopping, intuitive technologies, and retail media networks.
SuperAwesome’s new report explores youth audiences’ influence, new digital habits, and values when it comes to retail, and why gaming is one of the best ways to reach them.
• Learn why Gen Alpha and Gen Z are so important for retailers.
• See the new media mix for reaching kids and teens.
• Explore six strategies for entering the gaming ecosystem.
The Medium Moves the Message is a comparative study of the effects of advertising across three platforms: two broadcast channels (AM/FM Radio, Network/Cable TV) and one on-demand platform, Podcasting. Over 2,000 Americans 18+ were surveyed to understand attitudes towards advertising on all three platforms, demographic differences in core audiences, and how listeners and viewers respond to the brands that support their favorite shows and stations.
Among the key findings include:
Spring is finally arriving and bringing with it a new season full of new life and – particularly for brands – new possibilities. A recent survey by IBM Watson Advertising shows that 90% of consumers say being outside in the spring boosts their mood and is a stress relief. That new light of spring also shines a light on distinct changes to consumer behaviors and purchases once warmer weather is in the forecast. Learn more about how brands can heat up demand by tapping into three key consumer trends in the IBM Watson Advertising Spring Seasonal Influencer.
In the wake of the pandemic, brands must navigate complex and sensitive issues, from intensifying political polarization to calls for social justice and a looming economic recession. Meanwhile, whether it’s the deprecation of the cookie or the launch of new platforms, technological change is accelerating.
DoubleVerify’s 2022 Four Fundamental Shifts in Advertising & Media report provides a detailed analysis of over 16,600 consumers across 18 countries, in nine regions, to help advertising and marketing professionals navigate their changing world and refine their media approach. In this report you’ll find four key takeaways:
Each year, Meta Creative Shop looks at how culture has shifted and how the creative climate has changed in response to see what’s on the horizon to help brands connect more deeply with consumers. This year, Meta Creative Shop reviewed 100 standout campaigns on Meta technologies around the world and identified five key creative behaviors rooted in the rebirth of big ideas that are driving business impact. Download the full report to explore the five behaviors in depth.
Empower the crowd
Elevate unheard stories
Shop the moment
Solve it IRL
Unlock the you-verse
Between La Niña and the Polar Vortex, winter 2022-23 promises to keep things interesting, but marketers don’t need to get caught in the cold unprepared. A recent survey by IBM Watson Advertising shows that 80% of consumers are excited about the arrival of winter weather – which will have a direct impact on their consumption and purchase decisions.
Learn more about what why a rapidly changing winter forecast presents an opportunity for agile marketers, and what you can expect from consumers in the IBM Watson Advertising Winter 2022-23 Seasonal Outlook.
Are you looking forward to the arrival of fall weather: cooler temperatures, changing leaves, and all things pumpkin? You’re not alone. A recent survey by IBM Watson Advertising shows that 69% of consumers say they feel happy or relieved when fall weather first appears in the forecast. When fall weather does arrive, they say they will make distinct changes to their behaviors, and purchases.
Learn more about what a fashionably late fall season means for your business and what you can expect from consumers in the IBM Watson Advertising Fall Outlook.
From visiting virtual destinations to trading in-game collectibles, from everyday enjoyment to million-dollar commercial activities, we are hearing more and more about the metaverse, an emerging technology set to revolutionize the future. In March 2022, YouGov conducted an analysis of over 4,000 U.S. and U.K. consumers to understand:
State of Data 2024 illustrates a time of strategic reassessment and innovation, driven by the necessity for privacy compliance and sustainable, consumer-friendly strategies. Companies that excel in adopting new data technologies and strategies are poised to lead. Conducted by IAB and BWG Strategy between November 2023 and February 2024, this analysis is based on surveys and interviews with over 500 advertising and data decision-makers from brands, agencies, and publishers.Â
In past years, IAB’s State of Data report highlighted the digital advertising industry’s lack of preparedness for data privacy changes and signal loss, which have significantly altered addressability, measurement, and digital advertising overall. This year’s study, our seventh annual State of Data, now finds the industry fully recognizing the permanence of these challenges, leading to substantial organizational changes including hiring experts, training staff, forming specialized teams, enhancing legal and technological capabilities, and revising advertising strategies.
Key takeaways include:
On September 13, 2023, the IAB/MRC released the initial draft of the Retail Media Measurement Guidelines for public comment, engaging industry stakeholders to shape standards that resonate with their practical needs and aspirations.
In January, IAB proudly unveiled he final version of these guidelines, a testament to collaborative expertise and industry-wide consensus. This comprehensive framework is not just a set of standards but a roadmap to enhanced transparency and consistency in retail media measurement.
To further support the implementation of these guidelines, the IAB, in partnership with Boston Consulting Group (BCG), introduces the “Retail Media Measurement Guidelines Executive Playbook.� This playbook is more than a companion document; it’s an actionable guide tailored for retailers, brands, agencies, and technology partners. It translates the complex standards into practical steps, offering key strategies and best practices to navigate the nuances of retail media measurement effectively.
This coordinated release of the guidelines and the playbook marks a milestone in our commitment to driving clarity, performance, and growth in the retail media landscape. We invite stakeholders to leverage these resources and join us in shaping the future of retail media.
2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2024 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.
By enabling advanced personalization and closed loop measurement, Retail Media has quickly emerged as an integral part of the omnichannel playbook. As a result, Retail Media was one of the fasted growing U.S. advertising channels in 2022 (+22% YoY to $38B) and is expected to more than double across the next 5 years to $107B* as incremental and reallocated funds are funneled into its ecosystem.
However, to meet these growth projections, the channel is faced with some issues that need to be addressed. Ad buyers have concerns regarding the RMNs’ ability to prove the value of their ad investment driven by a lack of standard and comprehensive measurement approaches. Both brands and retailers are also hampered by communication gaps and lacks in expertise regarding each other’s businesses that lead to misaligned goals.
Retail Media 2023: Operational Strategies for Growth provides additional insights on Retail Media overall and offers recommendations for the ecosystem. In order to help the industry solve these issues and realize the channel’s full potential, IAB partnered with BWG Strategy to survey 200 RMN ad buyers at brands and agencies and conduct over 30 interviews with senior decision-makers at retailers, brands, agencies and intermediaries (i.e., DSPs, SSPs, data providers) to understand what’s working, what’s not working and what’s needed for all parties to operate at their full potential in the RMN ad ecosystem.
DV’s Quarterly Benchmark Report provides transparency into key metrics on a quarterly basis for the benefit of advertisers and publishers. With these insights, teams can better contextualize performance and media quality relative to the rest of DV’s measurement ecosystem.
PubMatic’s Quarterly Ad Spend report was created to provide both publishers and advertisers with insights into the changing trends of the advertising industry. Download the infographic to gain insights into the key digital trends from Q1 2023’s advertising spend data, including data by industry vertical.
As the digital ad industry continues to suffer from signal loss and the evolution of state-level privacy legislation, the demand for privacy-preserving technology that enables critical, data-driven advertising has never been greater.
As part of our sixth annual State of Data initiative, IAB has commissioned Ipsos to examine how data clean rooms (DCRs) and other privacy-preserving technology, including customer data platforms (CDPs), consent management platforms (CMPs), data management platforms (DMPs), and identity solutions are being managed and activated.
A survey of 200 data decision-makers at brands, agencies and publishers, and 20 in-depth interviews reveals that although some companies leverage the capabilities that DCRs offer beyond privacy, most are not using the advanced measurement capabilities. In fact, most data leaders are only scratching the surface with their current use of DCRs.
This report provides ad buyers and sellers, as well as providers of privacy-preserving technology, actionable insights regarding onboarding and adoption, use cases, challenges, and opportunities moving forward with DCRs and other privacy-preserving technology. For key findings – including a list of five things you need to know – and detailed insights, download the report.
This 2023 Outlook Survey was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2023 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.
This study provides:
As the media landscape continues to change, purchasing behaviors are becoming increasingly complex, but advertisers still need a holistic view of the consumer across their entire journey. To enable advertisers to gain this holistic view of the customer journey in an agile, privacy-safe way and figure out if (and how) their strategies are actually working, Meta, in collaboration with Deloitte, developed a measurement framework called Measurement 360. Measurement 360 helps advertisers utilize multiple measurement solutions in a connected framework to track all components of a brand’s marketing strategy. Download the full report to explore Measurement 360 in-depth and understand the 6 steps organization can take to implement the framework.
The State of Data 2022 Part II: Preparing for the New Addressability Landscape report marks the fifth year and sixth installment of IAB’s State of Data research, which examines how changes in privacy legislation, the deprecation of third-party cookies and identifiers, and platform policies are affecting data collection, addressability, measurement, and optimization. For this installment, IAB commissioned MediaScience to conduct a qualitative research study on how brands, agencies, and publishers are evolving their approach to consumer privacy, as well as working with their internal and external partners to meet consumer privacy expectations. Key insights include:
Expanding upon its January 2023 report on diversity and accessibility benchmarks for the North American ad industry, this new global study from Extreme Reach leverages artificial intelligence and machine learning models to analyze how gender and age are represented within publicly available video creative across nine global regions—including 16 individual countries. The report provides the industry with large-scale benchmark tracking and enables businesses to set goals and understand their specifics efforts in this area.
A new report from Extreme Reach analyzes 1 million ads deployed in North America, on digital platforms and linear TV over a four year period (January 2019-October 2022), assessing each ad for its composition by ethnicity, race, gender, and age. The large-scale, first-of-its-kind study leverages artificial intelligence and machine learning, supported by human quality check, to scan and analyze ads across 27 verticals.
Internet advertising revenues reached their highest recorded level of $225 billion between 2022 and 2023 (increasing 7.3% YoY), showing resilience in the face of continuing economic uncertainty. That’s according to the newly released IAB/PwC Internet Advertising Revenue Report: Full Year 2023.Â
Now in its 28th year, this highly-anticipated report is considered the industry benchmark for US advertising revenue across digital media platforms and publishers. It includes actionable insights throughout all digital platforms, from video and audio, to social media, retail media, and more.
Key findings from this year’s report:  Â
2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2024 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.
DoubleVerify’s 2023 Global Insights Report examines media quality and performance trends from over 1,000 customers in nearly 100 countries. Download our comprehensive report to learn more about:
After record-breaking growth in 2021, internet advertising revenue has slowed but still delivered double-digit growth in 2022. That’s according to the newly released “IAB Internet Advertising Revenue Report: Full Year 2022,� conducted by PwC.
Between 2021 and 2022, internet advertising revenues grew 10.8% year-over-year (YoY) totaling $209.7 billion and overall revenues increased $20.4 billion YoY. Q1 saw the highest growth of 21.1% followed by Q2 at 11.8%, resulting in ad revenues for the first half of the year surpassing $100 billion for the first time. Revenues slowed in Q3 (8.4%) and Q4 (4.4%).
This 2023 Outlook Survey was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2023 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.
This study provides:
The IAB U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024-2026 Growth Projections, prepared for IAB by PricewaterhouseCoopers LLP (“PwC�), quantifies annual podcast advertising revenues generated over the past year, analyzes revenue share by ad category and content genre, and forecasts future revenues through 2026.
Key takeaways:
Download the full report to gain insight into podcast ad revenue trends and projections, breakouts by ad category and content genre, and for key industry developments and recommendations for how to capitalize on these trends.
In 2023, podcasting solidified its position as a leading force in the digital audio world, retaining its status as a captivating and influential platform for storytelling, conversations, news, and entertainment as we enter 2024.
Explore the dynamic U.S. podcast landscape by downloading Triton Digital’s 2023 U.S. Podcast Report. Gain access to the freshest insights and trends, uncover audience demographics, premier debuts, and fine-tune your podcasting journey for ultimate success.
Podcasting continues to be one of the fastest-growing digital media channels as U.S. ad revenues have grown over 115% from 2020 to 2022. To understand the drivers, strategies, and tactics that are propelling the market and uncover where it’s heading, IAB and PwC conducted an in-depth quantitative survey of the leading podcast publishers and a series of discussions with industry experts in the U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth report.
Results revealed that there are clear growth signals, with podcasting adopting practices prevalent in other digital channels, but also that there are areas of opportunity that need to be addressed for the channel to sustain its growth. To learn more, download the full report.
Sounds Profitable, in partnership with Signal Hill Insights, found in their previous research, The Podcast Landscape, that 40% of Americans aged 18+ would be “likely to listen� to a podcast about one of their favorite brands or products. As a result, they developed this report which digs a little deeper and focuses on these Brand Enthusiasts.
This report reveals new information on:
In partnership with Signal Hill Insights and some of the leading brands in podcasting, Sounds Profitable commissioned a study of over 2,400 Americans 18+ to understand why they do, or do not listen to podcasts, what the barriers to future growth are, and how we can turn casual listeners into fans of the medium.
Key findings from this landmark study include:
Sounds Profitable, in partnership with Digiday and Signal Hill Insights, conducted qualitative interviews and a quantitative survey of over 300 buyers with brands and agencies to reveal how they perceive the current state of podcasts as an advertising vehicle, and the strengths and weaknesses of buying the medium.
This report features a set of clear marching orders for the space for both education and evolution, and shines a light on what podcasting can do in the future to continue to earn its rightful share of advertising dollars. Among the findings:
Based on proprietary data and in-depth interviews with industry subject matter experts, Adswizz’s The State of Audio Technology Report 2023 digests the most critical trends, themes, and opportunities in audio adtech and predictions for what’s on the horizon.
The seventh annual IAB U.S. Podcast Advertising Revenue report, prepared for IAB by PricewaterhouseCoopers LLP (“PwC�), quantifies annual podcast advertising revenues generated over the past year, analyzes revenue share by ad category and content genre, and forecasts future revenues through 2025.
Following a year of unprecedented growth for the overall digital advertising industry in 2021, 2022 was a year of headwinds related to a slowing economy resulting in pullbacks on advertising and marketing spend.
Despite these macroeconomic factors, U.S. podcast ad revenues showed resilience by growing 26% YoY to $1.8B. In fact, podcasting continues to be one of the fastest growing digital channels, outpacing the total internet ad market.
Download the report to gain insight into podcast ad revenue trends and projections, breakouts by ad category and content genre, and for key industry developments and recommendations for how to capitalize on these trends.
The Medium Moves the Message is a comparative study of the effects of advertising across three platforms: two broadcast channels (AM/FM Radio, Network/Cable TV) and one on-demand platform, Podcasting. Over 2,000 Americans 18+ were surveyed to understand attitudes towards advertising on all three platforms, demographic differences in core audiences, and how listeners and viewers respond to the brands that support their favorite shows and stations.
Among the key findings include:
Triton Digital’s inaugural U.S. Year-End Podcast Report provides insights into the evolving U.S. podcast landscape over the course of 2022, such as listening habits and audience demographics, top podcasts and networks, debuts, and more.
According to the report, podcast downloads increased by 20% in 2022 over the prior year, with an average of 3.8 hours of content downloaded per listener, per week. Other notable findings include:
The IAB 2024 Digital Video Ad Spend & Strategy Report | Part One: Market Size & Growth Projections provides a lens into the trends within the TV/digital video market and offers guidance for buyers and sellers on how to position and differentiate their strategies based on the market opportunity.​ And for the first time ever, this year’s report includes category-level ad spend projections.
IAB partnered with Guideline, which leveraged ad billing data, other market estimates, and an IAB-commissioned Advertiser Perceptions quantitative survey of TV/digital video ad spend decision-makers to generate these results.
This report, the first of two in 2024, focuses on the ad spend market size and growth projections for digital video in the U.S. including CTV, social video, and online video (OLV).
Dive into the future of advertising with our latest report, “Retail Media Goes to the Movies: How the Convergence of Commerce Media & Video Will Transform Shopping.� This insightful analysis reveals how the blend of retail media and video, especially through Connected TV (CTV) and shoppable content, is reshaping consumer engagement and shopping habits. Discover strategies that merge e-commerce with captivating video content, offering seamless and interactive shopping experiences right from the viewer’s screen.
PubMatic’s Quarterly Video Ad Spend report was created to provide both publishers and advertisers with insights into the changing trends of the advertising industry. Download the infographic to see the key digital trends from Q2 2023’s video advertising spend data.
The media landscape has changed rapidly in recent years, with the introduction of new digital ad formats creating both opportunity and increased complexity for advertisers. While it’s common knowledge that the same ad performs differently in different traditional media environments, few large-scale studies have been published on the normative effects of digital environments.
This report, commissioned by Meta and conducted by Realeyes in partnership with Eye Square and Bill Harvey Consulting, describes and quantifies the differences between digital video environments across 7 major platforms and 15 different ad placements. Through a large-scale experiment using simulated app environments, the research in the report identifies distinct consumer behavior patterns across metrics like attention, engagement, and visibility.
Despite these differing patterns, brand recognition across the platforms was similar—which suggests that marketers should focus on leveraging each environment’s unique strengths to make the most of their media.
Download the report to learn more about the strengths of different digital environments and how marketers can use this knowledge to their advantage.
To get a snapshot into how creative and media strategies are being adapted today, Innovid analyzed +330 billion video ad impressions served on its platform between Jan. 1-Dec. 31, 2022. Looking across CTV, mobile, and desktop devices, the report provides a snapshot of video ad insights and a view into how advertisers are adapting media and creative strategies for a market in flux.
Now in its tenth year, the IAB 2022 Video Ad Spend & 2023 Outlook report provides a lens into the trends within the TV/video market and offers guidance for buyers and sellers on how they can position and differentiate their strategies based on the market opportunity.
IAB, in partnership with Standard Media Index (SMI) and Advertiser Perceptions, quantified total U.S. digital video advertising spend estimates for 2020 through 2022 and projected for 2023. Over 300 video buyers were also surveyed across agencies and brands to better understand the tactics behind one of the fastest growing and most complex channels in digital advertising.
2022 was a tipping point for CTV. The industry has officially embraced ad-supported subscription models as traditional SVODs like Netflix and Disney+ began to roll out ad-friendly tiers. Rapid changes like these are creating many new opportunities for media buyers and sellers alike, but also many important questions as they strive to keep up. TVision’s 2H 2022 guide into the CTV landscape offers transparent insight into these questions and more.
As content and consumption evolve to meet the needs of modern viewers, brands and agencies are challenged by a fragmented media landscape – one that is no longer bound by time, platforms, locations, or devices. To better understand today’s “converged TV� market – which encompasses linear TV, CTV, and digital video ads delivered via desktop and mobile – Innovid worked with a third-party firm to survey more than 250 brand and agency advertisers in September 2022. The report findings highlight the industry’s need for a unified view of advertising and audiences, better understanding of cross-platform campaign performance, and relevant, actionable insights to reach and engage with the right consumers “where they are.�
Demand is soaring for quality CTV programming and advertisers and publishers both stand to benefit. What’s needed to take programmatic streaming revenues to the next level? Data-driven transparency that gives buyers the confidence they can reach the audiences they desire, across content and screens. New research from PubMatic and Advertiser Perceptions highlights the opportunity that transparency brings to both advertisers and publishers on CTV media inventory.
Changing the Game: How Games Advertising Powers Performance is IAB’s groundbreaking new study that quantifies the success marketers are seeing with games advertising. With 213 million digital gamers in the U.S. (ESA, 2023), advertisers no longer consider the games advertising opportunity as only reaching “gamers.� Instead, games advertising has matured and evolved to become a continuous part of the media mix, reaching diverse and unique consumers on a massive scale.
IAB partnered with Advertiser Perceptions to survey 300 brand and agency marketing decision makers that invest in games advertising alongside other media to understand its implications, highlighting why these marketers continue to include games advertising, its role in campaign planning and business outcomes, strategies to enhance impact alongside other media, and initial steps to activate.
Key takeaways include:
In their inaugural Intrinsic In-game Advertising Report, Frameplay surveyed over 1,200 gamers to understand sentiment toward in-game advertising and perception of intrinsic in-game ads. The survey revealed a preference for ads that do not interrupt gameplay.
Key findings include:
SuperAwesome’s new report explores youth audiences’ influence, new digital habits, and values when it comes to retail, and why gaming is one of the best ways to reach them.
• Learn why Gen Alpha and Gen Z are so important for retailers.
• See the new media mix for reaching kids and teens.
• Explore six strategies for entering the gaming ecosystem.
“Finding Success with In-Game Advertising: Perceptions of Buyers and Sellers�, the new IAB study of over forty brands, agencies, ad tech companies, game developers, and publishers conducted in partnership with MediaScience, reveals that investments in gaming are not nearly at the levels they should be due to five lingering misperceptions.
Two out of every three Americans play video games through various platforms (ESA, 2022), and gaming is third only to TV and social media in terms of where audiences spend their time (Newzoo, 2023)–yet gaming captures less than 5% of advertiser budgets.
On September 13, 2023, the IAB/MRC released the initial draft of the Retail Media Measurement Guidelines for public comment, engaging industry stakeholders to shape standards that resonate with their practical needs and aspirations.
In January, IAB proudly unveiled he final version of these guidelines, a testament to collaborative expertise and industry-wide consensus. This comprehensive framework is not just a set of standards but a roadmap to enhanced transparency and consistency in retail media measurement.
To further support the implementation of these guidelines, the IAB, in partnership with Boston Consulting Group (BCG), introduces the “Retail Media Measurement Guidelines Executive Playbook.� This playbook is more than a companion document; it’s an actionable guide tailored for retailers, brands, agencies, and technology partners. It translates the complex standards into practical steps, offering key strategies and best practices to navigate the nuances of retail media measurement effectively.
This coordinated release of the guidelines and the playbook marks a milestone in our commitment to driving clarity, performance, and growth in the retail media landscape. We invite stakeholders to leverage these resources and join us in shaping the future of retail media.
Advertiser interest, and retail media appetite are driving demand for commerce media, with revenue projected to nearly double in the next two years. To understand what’s need for success in this next phase of retail media, PubMatic commissioned a new study from Forrester Consulting to explore the commerce media landscape, challenges retailers are facing, and the keys to building a successful commerce media network.
Among the findings:
By enabling advanced personalization and closed loop measurement, Retail Media has quickly emerged as an integral part of the omnichannel playbook. As a result, Retail Media was one of the fasted growing U.S. advertising channels in 2022 (+22% YoY to $38B) and is expected to more than double across the next 5 years to $107B* as incremental and reallocated funds are funneled into its ecosystem.
However, to meet these growth projections, the channel is faced with some issues that need to be addressed. Ad buyers have concerns regarding the RMNs’ ability to prove the value of their ad investment driven by a lack of standard and comprehensive measurement approaches. Both brands and retailers are also hampered by communication gaps and lacks in expertise regarding each other’s businesses that lead to misaligned goals.
Retail Media 2023: Operational Strategies for Growth provides additional insights on Retail Media overall and offers recommendations for the ecosystem. In order to help the industry solve these issues and realize the channel’s full potential, IAB partnered with BWG Strategy to survey 200 RMN ad buyers at brands and agencies and conduct over 30 interviews with senior decision-makers at retailers, brands, agencies and intermediaries (i.e., DSPs, SSPs, data providers) to understand what’s working, what’s not working and what’s needed for all parties to operate at their full potential in the RMN ad ecosystem.
