{"id":2552,"date":"2019-05-29T10:25:00","date_gmt":"2019-05-29T10:25:00","guid":{"rendered":"https:\/\/blueskyvideomarketing.com\/?p=2552"},"modified":"2023-11-08T13:36:41","modified_gmt":"2023-11-08T13:36:41","slug":"59-investment-in-original-video-content-growing-by-30-in-2019","status":"publish","type":"post","link":"https:\/\/blueskyvideomarketing.com\/blog\/59-investment-in-original-video-content-growing-by-30-in-2019\/","title":{"rendered":"Investment in original video content growing by 30% in 2019"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2552\" class=\"elementor elementor-2552\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2d0f4c88 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2d0f4c88\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-560cabbd\" data-id=\"560cabbd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c95d34e elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"4c95d34e\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Investment in original video content growing by 30% in 2019<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-264941fc elementor-widget elementor-widget-post-info\" data-id=\"264941fc\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-6493431 elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/author\/paudie\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-user-circle\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tPaudie\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-68f982b elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/2019\/05\/29\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\tMay 29, 2019\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-72c708f elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-clock\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-time\">\n\t\t\t\t\t\t\t\t\t\t10:25 am\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-ad48356 elementor-inline-item\" itemprop=\"commentCount\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/59-investment-in-original-video-content-growing-by-30-in-2019\/#respond\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-comment-dots\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-comments\">\n\t\t\t\t\t\t\t\t\t\tNo Comments\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8952b3f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8952b3f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c3b967a\" data-id=\"c3b967a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d6e37d3 elementor-widget elementor-widget-image\" data-id=\"d6e37d3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"477\" src=\"https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-10.24.28.png\" class=\"attachment-large size-large wp-image-2553\" alt=\"\" srcset=\"https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-10.24.28.png 736w, https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-10.24.28-300x224.png 300w, https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-10.24.28-600x448.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-207f32de elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"207f32de\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7f85f14\" data-id=\"7f85f14\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-41dba5c6 elementor-widget elementor-widget-text-editor\" data-id=\"41dba5c6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"margin-top: 20px; margin-bottom: 20px; font-size: 24px; font-family: proxima-nova, -apple-system, system-ui, 'system-ui', 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif;\">Reports in the US show a growing trend towards the development of original video content to improve the impact and performance of video advertising campaigns<\/p><div style=\"font-family: proxima-nova, -apple-system, system-ui, 'system-ui', 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-size: 19px;\"><p style=\"margin-bottom: 22px;\">A number of new research reports in the US have pointed to a marked increase in investment in original video content for use in advertising campaigns.<\/p><p style=\"margin-bottom: 22px;\">The two reports have been published by the Interactive Advertising Bureau (IAB) and eMarketer and a summary of the findings was also featured on the Marketing Land website.<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">\u00a0<span style=\"font-weight: 400;\">\u201cAdvertisers expect to dedicate more than half of video budgets to original content while increasing investment in programmatic video inventory.\u201d<\/span><\/h3><p style=\"margin-bottom: 22px;\"><em>Source: Marketing Land<\/em><\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">Annual spend on video adverts is expected to grow by 31% in 2019 and the report says<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">\u00a0<span style=\"font-weight: 400;\">\u201cThe core benefit of advertising with original video content is the ability to serve up custom creative in the form of high impact branding and prominent placements.\u201d<\/span><\/h3><p style=\"margin-bottom: 22px;\"><em>Source: Interactive Advertising Bureau<\/em><\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">The responses to the surveys carried out as part of the research indicate that\u00a0<span style=\"font-weight: bold;\">more than two thirds of digital budgets are being allocated to video<\/span>\u00a0with three out of four video advertisers planning to increase their digital video advertising spend in the next 12 months.<\/p><p style=\"margin-bottom: 22px;\">Advertisers in the US plan to spend 25% more on digital video than in 2018.<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\"><span style=\"font-weight: 400;\">\u201cIncrease targeting options, custom product integrations and a less cluttered ad environment were also factors contributing to the uptrend in original video ad spend.\u201d<\/span><\/h3><p style=\"margin-bottom: 22px;\"><em>Source: Interactive Advertising Bureau\u00a0<\/em><\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\"><span style=\"font-weight: 400;\">eMarketer reports that more than half of all programmatic advertising spend will be video this year &#8211; 52.5% rising to 53.7% by 2021.<\/span><\/h3><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\"><span style=\"font-weight: 400;\">89% of survey respondents agree that \u201cmy investment in original digital video programming will grow and make up a larger slice of my advertising.\u201d<\/span><\/h3><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">What is programmatic video advertising?<\/h3><p style=\"margin-bottom: 22px;\">This is essentially using audience targeting through Google (other search engines are available), the various social media channels and YouTube to place your content in front of your target users.<\/p><p style=\"margin-bottom: 22px;\">YouTube video advertising is a big driver for this with their TrueView video advertising format.<\/p><p style=\"margin-bottom: 22px;\">If you\u2019d like to know more about this then you should get a copy of\u00a0<a style=\"color: #197dc4;\" title=\"How to set up a Youtube video advertising campaign\" href=\"https:\/\/thefutureofmarketing.lpages.co\/youtube-video-advertising-guide\/\">our guide to setting up a YouTube Video Advertising Campaign.<\/a><\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">So where is digital video being used?<\/h3><p style=\"margin-bottom: 22px;\">It\u2019s interesting (to me anyway) that responses to the IAB survey show that more than 75% of digital video content was being used outside of the social media channels with the breakdown of other locations being:<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">22% Social Media Channels<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">18% TV Shows Online<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">14% News Sites<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">14% User Generated Content<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">14% Original Digital Video Sites<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">13% Music Video Sites<\/span><\/h4><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">87% of survey respondents agree that \u201coriginal digital video is very effective for advertising direct to the consumer.\u201d<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">And what is it being used for?<\/h3><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">The report also includes a funnel analysis which includes details of at what stage of the sales process video is being used.<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">41% of survey respondents are using video to fulfil top of sales funnel objectives (awareness)<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">44% of survey respondents are using video to fulfil mid-funnel objectives (consideration)<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">10% of survey respondents are using video to fulfil end of funnel objectives (decision)<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">30% of survey respondents said they were using video at each stage of the sales funnel<\/span><\/h4><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">87% of survey respondents agree that \u201coriginal digital video advertising is as important as TV advertising for my media plan.\u201d<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">How much are people spending?<\/h3><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">The figures from the IAB report show a 31% growth in spend on video content in 2019, which equates to $9.1bn &#8211; an increase from $7.1bn in 2018 and $5.8bn in 2017.<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">Investment in original video content makes up slightly more than half of this total (52%) which shows a small increase from 2018 (50%) and 2017 (48%).<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">Using those figures, investment in original video content for video advertising purposes in the US in 2019 will be $4.7bn compared to $3.6bn in 2018 and $2.8bn in 2017.<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">And what ad formats are people using?<\/h3><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">The survey also asked respondents to indicate the advertising formats that people had used in 2018 and plan to use in 2019 and the results show that the shorter form advertising formats are dominating.<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">57% planned to use 6 second video ads in 2019 (53% in 2018)<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">55% planned to use vertical video ads in 2019 (48% in 2018)<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">51% planned to use longer form stories in 2019 (42% in 2018)<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">49% planned to use shoppable video ads in 2019 (39% in 2018)<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">49% planned to use brand overlays in live streamed content in 2019 (48% in 2018)<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">48% planned to use interactive video ads in 2019 (48% in \u00a02018)<\/span><\/h4><h4 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px;\"><span style=\"font-weight: 400;\">41% planned to use Augmented Reality (AR) in 2019 (36% in 2018)<\/span><\/h4><p style=\"margin-bottom: 22px;\">\u00a0<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">Horses for courses matters<\/h3><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">Another interesting part of the IAB research was the attention given to each of the sectors surveyed and what channels they were using for their digital video advertising campaigns.<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">As expected, most sectors demonstrated use of a range of channels but the information provided in the report on the dominant channel split by sector is revealing.<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">The figures below show the preferred channel for each sector featured in the survey with details of the allocation of their digital video advertising budget allocated to that particular channel:<\/p><p style=\"margin-bottom: 22px;\">\u00a0<\/p><p style=\"margin-bottom: 22px;\">*<em>The Interactive Advertising Bureau report was compiled following interviews with 350 marketing and agency decision makers across the US in February 2019 in the following sectors:<\/em><\/p><ul style=\"margin-bottom: 12px;\"><li><em>Automotive<\/em><\/li><li><em>CPG<\/em><\/li><li><em>Fashion &amp; Apparel<\/em><\/li><li><em>Finance<\/em><\/li><li><em>Home Furnishings<\/em><\/li><li><em>Media &amp; Entertainment<\/em><\/li><li><em>Retail<\/em><\/li><li><em>Telecommunications<\/em><\/li><\/ul><\/div><div>\u00a0<\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-73708230 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"73708230\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column 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