Last week Greg Jarboe wrote an article for SEJ covering insights from the 2024 IAB Digital Video Ad Spend & Strategy Report which was the second part of a two-part report.
The first part reported that overall spending on digital video advertising in the U.S. is projected to grow 16% and that in the last four years, the share of ad spend has shifted to 52% of the total market share in the U.S.
US Digital video ad revenues are expected to reach $63 billion in 2024.
From the second part of the report, what stood out was the shift in measurement metrics for video from reach to business outcomes. According to Cintia Gabilan, IAB’s VP of the Media Center:
“But now business outcomes are the most important metrics to assess success, with reach and frequency coming in second. However, measurement is not yet where it needs to be. Two-thirds of buyers cite issues across nine key areas …