Digital video advertising investment across all screens (mobile, desktop and CTV) is now a significant or regular part of marketing activity for 92% of respondents, according to IAB Australia’s Video Advertising State of the Nation Report.
The report also found the frequency of using connected TV advertising has increased over the last year and for the first time, more respondents have connected TV as a significant part of advertising activity (55%) than mobile (46%) or computer (47%).
The Video Advertising State of the Nation Report, which is now in its fourth year, offers insights on video advertising investment, assessment and plans from media agencies.
It covers all forms of video advertising including BVOD, AVOD, social video, short form editorial and, for the first time, the study explored the usage of digital video on digital out of home screens and retail media formats.
The report found that there has been significant increase in the usage of nearly all digital video ad formats, with screen strategies expanding to include digital out-of-home video ads and digital video retail media formats. Nearly two-thirds of agencies reported buying digital video on connected TV, mobile and computer in combination with digital out-of-home.
66% of agencies report CTV plays a major role in extending reach of linear TV campaigns. By contrast, the top drivers for mobile and computer inventory are targeting (66%) and the ability to reach audiences at scale (62%).
CEO of IAB Australia Gai Le Roy said in a year where cost of living pressures are impacting consumer sales, agencies have increased their usage of digital video for brand building, as well as to stimulate purchase intent, and to prime consumers for when stronger spending returns.
"However, it’s clear that agencies are facing challenges such as standardisation in metrics across screens, now including different DOOH, retail media platforms and CTV environments," she said.
The IAB Australia Video Advertising State of the Nation Report fieldwork was conducted in June 2024 with 120 independent and major holding group agency decision makers completing the survey. The survey gathered industry information on video advertising that appears on connected devices such as connected TV, computers (desktop/laptop), smartphone or tablets, and included video advertising in all varieties of long-form and short-form digital content and social platforms.
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