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Use appropriate sourcing and fact-checking when applying this data for business use.</strong> </p> <p> 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. </p> </div> <div class="ctas uk-margin-medium-bottom"> <a href="#research" class="btn btn-inverse uk-text-uppercase">View all research</a> <div id="iabHubspotId_ef536da0-d7b9-44ed-9d19-4bdde244760e" uk-modal="container: false;" > <div class="uk-modal-dialog uk-modal-body"> <button class="uk-modal-close-default" aria-label="Close" type="button" uk-close></button> <script data-cfasync="false" src="/cdn-cgi/scripts/5c5dd728/cloudflare-static/email-decode.min.js"></script><script type="text/javascript"> if (!window.oneTrustBootstrapped) { window.oneTrustBootstrapped = {}; } window.oneTrustBootstrapped["ef536da0-d7b9-44ed-9d19-4bdde244760e"] = false; // check if the user is in the EEA or UK and if OK, show the form window.addEventListener("OneTrustGroupsUpdated", handleHubspotFormThroughOneTrust); // OneTrustGroupsUpdated apparently doesn't always fire. So, attempt to also attach an event to domready. window.addEventListener("DOMContentLoaded", handleHubspotFormThroughOneTrust); // since OneTrustGroupsUpdated doesn't seem to fire sometimes, set a last-ditch-effort fallback setTimeout(handleHubspotFormThroughOneTrust, 5000); // check if the user is in the EEA or UK and if OK, show the form function handleHubspotFormThroughOneTrust(e) { console.info('OneTrustGroupsUpdated', e.detail); // if we've already bootstrapped, cancel if (window.oneTrustBootstrapped["ef536da0-d7b9-44ed-9d19-4bdde244760e"]) { console.info('OneTrustGroupsUpdated already bootstrapped for', 'ef536da0-d7b9-44ed-9d19-4bdde244760e', 'canceling'); return; } var canShowHubspotForm = OnetrustActiveGroups && OnetrustActiveGroups.includes("C0004"); if (!canShowHubspotForm) return handleEEAUKFallbackMessage(); // console.info("requested hsforms load"); (() => { const script = document.createElement("script"); script.setAttribute("type", "text/javascript"); script.src = "https://js.hsforms.net/forms/v2.js"; 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if (modalBody.length) { modalBody.append(htmlContent); } else { $(parentId).append(htmlContent); } console.info("hsforms can't show due to onetrust settings"); } </script> </div> </div> <a class="btn btn-launch-marketo-form btn-launch-hubspot-form btn-white " uk-toggle="target: #iabHubspotId_ef536da0-d7b9-44ed-9d19-4bdde244760e" data-hubspot-form-id="ef536da0-d7b9-44ed-9d19-4bdde244760e" href="javascript:;">Submit your research</a> </div> </div> </header> <div class="uk-container-large uk-margin-large-top uk-margin-large-bottom">  <div class="tile-main-column"> <div uk-slider="sets: true" class="uk-position-relative"> <div class="uk-slider-container"> <ul class="uk-slider-items uk-child-width-1-2@s uk-child-width-1-3@m uk-grid"> <li> <div class="iab-feature-tile uk-cover-container uk-position-relative uk-height-medium iab-height-adjust" onclick="window.open('https://www.iab.com/insights/commerce-video-research/');" >  <div class="uk-height-1-1 uk-width-1-1" style=" background: linear-gradient(to bottom, rgba(0,0,0,0.4) 0%, rgba(0,0,0,0.4) 100%), url(https://www.iab.com/wp-content/uploads/2024/09/unconnected-commerce-the-disconnect-between-brands-and-consumers-in-digital-video-shopping-1024x312.png); background-size: cover, cover; background-position: 50.00% 50.00%" "> <div class="uk-overlay uk-light uk-position-top tags"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#retail-media-e-commerce">Retail Media & E-Commerce</a> </div> <div class="uk-overlay uk-light uk-position-bottom"> <a class="uk-link-reset" href="https://www.iab.com/insights/commerce-video-research/" target="_blank"><h2 class="module-headline2">Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping</h2></a> </div> </div>  </div> </li> <li> <div class="iab-feature-tile uk-cover-container uk-position-relative uk-height-medium iab-height-adjust" onclick="window.open('https://www.iab.com/insights/2024-outlook-study-august-update/');" >  <div class="uk-height-1-1 uk-width-1-1" style=" background: linear-gradient(to bottom, rgba(0,0,0,0.4) 0%, rgba(0,0,0,0.4) 100%), url(https://www.iab.com/wp-content/uploads/2024/08/the-2024-outlook-survey-august-update-a-snapshot-into-ad-spend-opportunities-and-strategies-for-growth-2-1024x312.png); background-size: cover, cover; background-position: 21.16% 64.54%" "> <div class="uk-overlay uk-light uk-position-top tags"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <div class="uk-overlay uk-light uk-position-bottom"> <a class="uk-link-reset" href="https://www.iab.com/insights/2024-outlook-study-august-update/" target="_blank"><h2 class="module-headline2">The 2024 Outlook Study: August Update - A Snapshot into Ad Spend, Opportunities, and Strategies for Growth</h2></a> </div> </div>  </div> </li> <li> <div class="iab-feature-tile uk-cover-container uk-position-relative uk-height-medium iab-height-adjust" onclick="window.open('https://www.iab.com/insights/us-podcast-advertising-revenue-study-2024/');" >  <div class="uk-height-1-1 uk-width-1-1" style=" background: linear-gradient(to bottom, rgba(0,0,0,0.4) 0%, rgba(0,0,0,0.4) 100%), url(https://www.iab.com/wp-content/uploads/2024/05/u-s-podcast-advertising-revenue-study-2023-revenue-2024-2026-growth-projections-1024x312.png); background-size: cover, cover; background-position: 62.72% 33.21%" "> <div class="uk-overlay uk-light uk-position-top tags"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <div class="uk-overlay uk-light uk-position-bottom"> <a class="uk-link-reset" href="https://www.iab.com/insights/us-podcast-advertising-revenue-study-2024/" target="_blank"><h2 class="module-headline2">U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024-2026 Growth Projections</h2></a> </div> </div>  </div> </li> </ul> </div> <div class="uk-visible@s"> <a class="uk-position-center-left-out uk-position-small uk-icon uk-slidenav-previous uk-slidenav" href="#" uk-slidenav-previous="" uk-slider-item="previous"></a> <a class="uk-position-center-right-out uk-position-small uk-icon uk-slidenav-next uk-slidenav" href="#" uk-slidenav-next="" uk-slider-item="next"></a> </div> <ul class="uk-padding-small uk-slider-nav uk-dotnav uk-flex-inline uk-flex-center uk-width-expand"></ul> </div> <div uk-grid uk-height-match="target: .tile-card-body > div" class="uk-margin uk-margin-bottom uk-margin-medium-top uk-grid-small uk-child-width-1-4@m uk-child-width-1-2@s uk-child-width-1-1 iab-feature-tiles-small"> <div> <div class="uk-card uk-card-default tile-card"> <a href="https://www.iab.com/insights/video-ad-spend-report-2024/" target="_blank" aria-label="2024 Digital Video Ad Spend & Strategy Report" title="2024 Digital Video Ad Spend & Strategy Report"> <div class="uk-card-media-top tile-card-image" style="background-image: url(https://www.iab.com/wp-content/uploads/2024/04/2024-digital-video-ad-spend-strategy-report-1024x312.png), linear-gradient(to bottom, rgba(0,0,0,1) 0%, rgba(0,0,0,1) 100%); height: 150px; background-size: cover, cover; background-position: 25.49% 53.20%"> </div> </a>  <div class="tile-card-body"> <div>  <a href="https://www.iab.com/insights/video-ad-spend-report-2024/" target="_blank"> <p class="tile-card-title">2024 Digital Video Ad Spend & Strategy Report</p> <p class="tile-card-meta uk-margin-remove-top">IAB • July 2024</p> <p class="tile-card-teaser">The IAB 2024 Digital Video Ad Spend & Strategy Report 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. … Continued</p> </a> </div> </div>  <div class="tile-card-footer"> <span class="tile-card-type-date"> <span class="no-border-button type-and-date uk-button uk-button-default uk-text-capitalize"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#digital-video">Digital Video</a> <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +1 </button>  <div uk-dropdown="pos: bottom-justify;" class="results-card-badge-dropdown uk-text-left"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic topic-badge-button" href="#digital-media"> Digital Media </a> </div> </span> </span> <span class="tile-card-terms uk-hidden">  <a href="/topics/brand-safety" class="uk-button uk-button-default uk-text-capitalize uk-text-truncate topic-badge-button">Brand Safety</a>  </span>  <a href="https://www.iab.com/insights/video-ad-spend-report-2024/" class="search-results-red-arrow" target="_blank"> <img src="/wp-content/themes/iab/lib-browser/img/icons/redesign/RedBackArrow.png" alt="Menu"> </a> </div> </div> </div> <div> <div class="uk-card uk-card-default tile-card"> <a href="https://www.iab.com/insights/internet-advertising-revenue-report-2024/" target="_blank" aria-label="IAB/PwC Internet Advertising Revenue Report 2024" title="IAB/PwC Internet Advertising Revenue Report 2024"> <div class="uk-card-media-top tile-card-image" style="background-image: url(https://www.iab.com/wp-content/uploads/2024/04/iab-pwc-internet-advertising-revenue-report-full-year-2022-2023-2-1024x312.png), linear-gradient(to bottom, rgba(0,0,0,1) 0%, rgba(0,0,0,1) 100%); height: 150px; background-size: cover, cover; background-position: 40.05% 44.13%"> </div> </a>  <div class="tile-card-body"> <div>  <a href="https://www.iab.com/insights/internet-advertising-revenue-report-2024/" target="_blank"> <p class="tile-card-title">IAB/PwC Internet Advertising Revenue Report 2024</p> <p class="tile-card-meta uk-margin-remove-top">IAB • April 2024</p> <p class="tile-card-teaser">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. Now in its 28th year, this highly-anticipated report is considered the industry benchmark for US … Continued</p> </a> </div> </div>  <div class="tile-card-footer"> <span class="tile-card-type-date"> <span class="no-border-button type-and-date uk-button uk-button-default uk-text-capitalize"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#all-digital-media">All Digital Media</a> <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +1 </button>  <div uk-dropdown="pos: bottom-justify;" class="results-card-badge-dropdown uk-text-left"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic topic-badge-button" href="#digital-media"> Digital Media </a> </div> </span> </span> <span class="tile-card-terms uk-hidden">  <a href="/topics/brand-safety" class="uk-button uk-button-default uk-text-capitalize uk-text-truncate topic-badge-button">Brand Safety</a>  </span>  <a href="https://www.iab.com/insights/internet-advertising-revenue-report-2024/" class="search-results-red-arrow" target="_blank"> <img src="/wp-content/themes/iab/lib-browser/img/icons/redesign/RedBackArrow.png" alt="Menu"> </a> </div> </div> </div> <div> <div class="uk-card uk-card-default tile-card"> <a href="https://www.iab.com/insights/retail-media-goes-to-the-movies/" target="_blank" aria-label="Retail Media Goes to the Movies" title="Retail Media Goes to the Movies"> <div class="uk-card-media-top tile-card-image" style="background-image: url(https://www.iab.com/wp-content/uploads/2024/04/retail-media-goes-to-the-movies-5-1024x576.png), linear-gradient(to bottom, rgba(0,0,0,1) 0%, rgba(0,0,0,1) 100%); height: 150px; background-size: cover, cover; background-position: 50.17% 53.20%"> </div> </a>  <div class="tile-card-body"> <div>  <a href="https://www.iab.com/insights/retail-media-goes-to-the-movies/" target="_blank"> <p class="tile-card-title">Retail Media Goes to the Movies</p> <p class="tile-card-meta uk-margin-remove-top">IAB • April 2024</p> <p class="tile-card-teaser">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 … Continued</p> </a> </div> </div>  <div class="tile-card-footer"> <span class="tile-card-type-date"> <span class="no-border-button type-and-date uk-button uk-button-default uk-text-capitalize"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#digital-media">Digital Media</a> <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +1 </button>  <div uk-dropdown="pos: bottom-justify;" class="results-card-badge-dropdown uk-text-left"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic topic-badge-button" href="#digital-video"> Digital Video </a> </div> </span> </span> <span class="tile-card-terms uk-hidden">  <a href="/topics/brand-safety" class="uk-button uk-button-default uk-text-capitalize uk-text-truncate topic-badge-button">Brand Safety</a>  </span>  <a href="https://www.iab.com/insights/retail-media-goes-to-the-movies/" class="search-results-red-arrow" target="_blank"> <img src="/wp-content/themes/iab/lib-browser/img/icons/redesign/RedBackArrow.png" alt="Menu"> </a> </div> </div> </div> <div> <div class="uk-card uk-card-default tile-card"> <a href="https://www.iab.com/insights/changing-the-game-how-games-advertising-powers-performance/" target="_blank" aria-label="Changing the Game: How Games Advertising Powers Performance" title="Changing the Game: How Games Advertising Powers Performance"> <div class="uk-card-media-top tile-card-image" style="background-image: url(https://www.iab.com/wp-content/uploads/2024/03/changing-the-game-how-games-advertising-powers-performance-3-1024x312.png), linear-gradient(to bottom, rgba(0,0,0,1) 0%, rgba(0,0,0,1) 100%); height: 150px; background-size: cover, cover; background-position: 45.71% 49.30%"> </div> </a>  <div class="tile-card-body"> <div>  <a href="https://www.iab.com/insights/changing-the-game-how-games-advertising-powers-performance/" target="_blank"> <p class="tile-card-title">Changing the Game: How Games Advertising Powers Performance</p> <p class="tile-card-meta uk-margin-remove-top">IAB • March 2024</p> <p class="tile-card-teaser">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 … Continued</p> </a> </div> </div>  <div class="tile-card-footer"> <span class="tile-card-type-date"> <span class="no-border-button type-and-date uk-button uk-button-default uk-text-capitalize"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#gaming-esports">Gaming/Esports</a> <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +1 </button>  <div uk-dropdown="pos: bottom-justify;" class="results-card-badge-dropdown uk-text-left"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic topic-badge-button" href="#digital-media"> Digital Media </a> </div> </span> </span> <span class="tile-card-terms uk-hidden">  <a href="/topics/brand-safety" class="uk-button uk-button-default uk-text-capitalize uk-text-truncate topic-badge-button">Brand Safety</a>  </span>  <a href="https://www.iab.com/insights/changing-the-game-how-games-advertising-powers-performance/" class="search-results-red-arrow" target="_blank"> <img src="/wp-content/themes/iab/lib-browser/img/icons/redesign/RedBackArrow.png" alt="Menu"> </a> </div> </div> </div> </div> </div>  <div class="research-container uk-margin-large-top"> <a name="research" id="research"></a> <h3><strong>All Research</strong></h3> <hr /> <div uk-grid> <div class="uk-width-1-4@m">  <div uk-sticky="offset: 40; media: @m; end: true;"> <h4 class="uk-margin-bottom"><strong>Browse by Category:</strong></h4> <ul class="uk-list uk-nav uk-nav-default" uk-scrollspy-nav="offset: 40; closest: li; scroll: true"><li><strong><a href="#brand-media-strategies">Brand & Media Strategies</a></strong></li><li><strong><a href="#consumer-research">Consumer Research</a></strong></li><li><strong><a href="#data-measurement">Data & Measurement</a></strong></li><li><strong><a href="#dei-multicultural-and-talent-development">DEI, Multicultural, and Talent Development</a></strong></li><li><strong><a href="#digital-media">Digital Media</a></strong></li><li class="sub"><a href="#all-digital-media">All Digital Media</a></li><li class="sub"><a href="#digital-audio">Digital Audio</a></li><li class="sub"><a href="#digital-video">Digital Video</a></li><li class="sub"><a href="#gaming-esports">Gaming/Esports</a></li><li><strong><a href="#retail-media-e-commerce">Retail Media & E-Commerce</a></strong></li></ul> <div class="uk-margin-medium-top"> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg" aria-labelledby="iabResearchTitle"> <title id="iabResearchTitle">IAB Research</title> <circle cx="25" cy="25" r="25" fill="#dc291e" /> </svg> = IAB Research <div style="line-height: 1.2; padding-right: 2rem;"><small><em>Please note for any non-IAB research, IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. 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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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://business.pinterest.com/en-ca/blog/total-attention-research/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#brand-media-strategies">Brand & Media Strategies</a> </div> <hr /> </article> <article class="post-174009 iab_research type-iab_research status-publish hentry iab_research_type-brand-media-strategies" data-search-string="the marketer&#8217;s forecast 2024 medialink 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: owning the growth agenda: connecting the dots between marketing, revenue, and profits. esg as an investment: linking esg targets and business outcomes. the promise of partnership: reimagining organizational models. a technological tipping point: looking at the many audacious questions that ai poses. the new pioneers: exploring revenue-driving change." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://pages.medialink.com/The-Marketers-Forecast-2024.html">The Marketer’s Forecast 2024</a> </strong></h4> <span class="byline author vcard">MediaLink</span> • <time class="updated" datetime="2023-10-15T00:00:00+00:00">October 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://pages.medialink.com/The-Marketers-Forecast-2024.html"><img loading="lazy" alt="The Marketer&#8217;s Forecast 2024" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/11/the-marketers-forecast-2024-2.jpg" /></a>  <p>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:</p> <ul> <li>Owning the Growth Agenda: connecting the dots between marketing, revenue, and profits.</li> <li>ESG as an Investment: linking ESG targets and business outcomes.</li> <li>The Promise of Partnership: reimagining organizational models.</li> <li>A Technological Tipping Point: looking at the many audacious questions that AI poses.</li> <li>The New Pioneers: exploring revenue-driving change.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://pages.medialink.com/The-Marketers-Forecast-2024.html">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#brand-media-strategies">Brand & Media Strategies</a> </div> <hr /> </article> <article class="post-172393 iab_research type-iab_research status-publish hentry iab_research_type-brand-media-strategies iab_research_type-retail-media-e-commerce" data-search-string="who will win their fair share of commerce media? the new commerce media revenue opportunity pubmatic 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: more than 75% of retail leaders believe commerce media can significantly increase high-margin operating income, diversify their revenue streams, improve cx for end customers, and improve relationships with brands. 95% of retailers that have adopted commerce media say their programs are exceeding or meeting roi expectations. however, there are still varying levels of success. this study examines what separates those with the greatest roi from their lower success peers to understand what effective commerce media looks like. most retailers lack internal expertise to deploy their commerce media programs strategically, which leaders cited as the key to success. organizations are turning to their technology partners to fill in knowledge and expertise gaps and help retailers build their commerce media networks." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://pubmatic.com/reports/who-will-win-fair-share-commerce-media/">Who Will Win Their Fair Share of Commerce Media? The New Commerce Media Revenue Opportunity</a> </strong></h4> <span class="byline author vcard">PubMatic </span> • <time class="updated" datetime="2023-09-14T00:00:00+00:00">September 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://pubmatic.com/reports/who-will-win-fair-share-commerce-media/"><img loading="lazy" alt="Who Will Win Their Fair Share of Commerce Media? The New Commerce Media Revenue Opportunity" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/10/who-will-win-their-fair-share-of-commerce-media-the-new-commerce-media-revenue-opportunity-768x575.jpg" /></a>  <p>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.</p> <p>Among the findings:</p> <ul> <li>More than 75% of retail leaders believe commerce media can significantly increase high-margin operating income, diversify their revenue streams, improve CX for end customers, and improve relationships with brands.</li> <li>95% of retailers that have adopted commerce media say their programs are exceeding or meeting ROI expectations. However, there are still varying levels of success. This study examines what separates those with the greatest ROI from their lower success peers to understand what effective commerce media looks like.</li> <li>Most retailers lack internal expertise to deploy their commerce media programs strategically, which leaders cited as the key to success. Organizations are turning to their technology partners to fill in knowledge and expertise gaps and help retailers build their commerce media networks.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://pubmatic.com/reports/who-will-win-fair-share-commerce-media/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#brand-media-strategies">Brand & Media Strategies</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#retail-media-e-commerce">Retail Media & E-Commerce</a> </div> <hr /> </article> <article class="post-163966 iab_research type-iab_research status-publish hentry iab_research_type-brand-media-strategies iab_research_type-consumer-research" data-search-string="beyond the metaverse: cx predictions for 2023 axciom 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. please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/Axicom_Campaign_2023_Trends_Research_US.pdf">Beyond the Metaverse: CX Predictions for 2023</a> </strong></h4> <span class="byline author vcard">Axciom</span> • <time class="updated" datetime="2023-03-21T00:00:00+00:00">2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p><i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/Axicom_Campaign_2023_Trends_Research_US.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#brand-media-strategies">Brand & Media Strategies</a> </div> <hr /> </article> <article class="post-163985 iab_research type-iab_research status-publish hentry iab_research_type-brand-media-strategies iab_research_type-consumer-research iab_research_type-digital-media iab_research_type-gaming-esports" data-search-string="retail, gaming &#038; the next generation: the new ways that gen alpha &#038; gen z are engaging with retail brands superawesome 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.superawesome.com/ebook-best-practices-how-retail-brands-can-reach-young-audiences-in-and-around-the-metaverse/">Retail, Gaming & the Next Generation: The new ways that Gen Alpha & Gen Z are engaging with retail brands</a> </strong></h4> <span class="byline author vcard">SuperAwesome</span> • <time class="updated" datetime="2023-03-21T00:00:00+00:00">2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.<br /> • Learn why Gen Alpha and Gen Z are so important for retailers.<br /> • See the new media mix for reaching kids and teens.<br /> • Explore six strategies for entering the gaming ecosystem.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.superawesome.com/ebook-best-practices-how-retail-brands-can-reach-young-audiences-in-and-around-the-metaverse/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#brand-media-strategies">Brand & Media Strategies</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#digital-media">Digital Media</a> <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +1 </button>  <div uk-dropdown="pos: bottom-justify;" class="results-card-badge-dropdown uk-text-left"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic topic-badge-button" href="#gaming-esports"> Gaming/Esports </a> </div> </div> <hr /> </article> </div></div><div class="group-wrapper"><h2 class="uk-margin uk-margin-medium-top" id="consumer-research"><strong>Consumer Research</strong></h2><div data-articles-filterable><article class="post-187768 iab_research type-iab_research status-publish hentry category-retail-media iab_research_type-consumer-research iab_research_type-retail-media-e-commerce iab_organization_type-measurement-addressability-data-center" data-search-string="unconnected commerce: the disconnect between brands and consumers in digital video shopping iab as the consumer purchase journey condenses, merging product discovery and purchasing into one seamless experience, iab’s unconnected commerce: the disconnect between brands and consumers in digital video shopping report aims to define “commerce video” and unveil solutions for ideal ad strategies. key insights include: commerce video—digital video ads designed to drive action from an intended audience—is driving digital video ad growth. both advertisers and consumers recognize its value. advertisers often overestimate the effectiveness of their strategies. poor ad experiences lead to major backlash for advertisers. there are clear opportunities for advertisers to better align with consumer preferences. iab partnered with alter agents to conduct a comprehensive study of over 1,000 consumers and 300 marketers combining quantitative, qualitative, and ethnographic research to generate these results." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/commerce-video-research/">Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-09-17T00:00:00+00:00">September 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/commerce-video-research/"><img loading="lazy" alt="Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/09/unconnected-commerce-the-disconnect-between-brands-and-consumers-in-digital-video-shopping-2-768x431.png" /></a>  <p>As the consumer purchase journey condenses, merging product discovery and purchasing into one seamless experience, IAB’s Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping report aims to define “Commerce Video” and unveil solutions for ideal ad strategies.</p> <p>Key insights include:</p> <ul> <li>Commerce video—digital video ads designed to drive action from an intended audience—is driving digital video ad growth.</li> <li>Both advertisers and consumers recognize its value.</li> <li>Advertisers often overestimate the effectiveness of their strategies.</li> <li>Poor ad experiences lead to major backlash for advertisers.</li> <li>There are clear opportunities for advertisers to better align with consumer preferences.</li> <li>IAB partnered with Alter Agents to conduct a comprehensive study of over 1,000 consumers and 300 marketers combining quantitative, qualitative, and ethnographic research to generate these results.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/commerce-video-research/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#retail-media-e-commerce">Retail Media & E-Commerce</a> </div> <hr /> </article> <article class="post-181446 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research" data-search-string="2024 corporate sustainability: consumer sentiments the guardian 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. please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2024/04/The-Guardian-US-Corporate-Sustainability_-Consumer-Sentiments-Research-x-Script-2.pdf">2024 Corporate Sustainability: Consumer Sentiments</a> </strong></h4> <span class="byline author vcard">The Guardian</span> • <time class="updated" datetime="2024-02-01T00:00:00+00:00">February 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/wp-content/uploads/2024/04/The-Guardian-US-Corporate-Sustainability_-Consumer-Sentiments-Research-x-Script-2.pdf"><img loading="lazy" alt="2024 Corporate Sustainability: Consumer Sentiments" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/04/2024-corporate-sustainability-consumer-sentiments.png" /></a>  <p>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.<br /> <br /> Dive into the findings and deepen your understanding of brand safety in today’s premium news environment.<br /> <br /> <i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2024/04/The-Guardian-US-Corporate-Sustainability_-Consumer-Sentiments-Research-x-Script-2.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> </div> <hr /> </article> <article class="post-177038 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research" data-search-string="the free and open ad-supported internet: consumers, content and assessing the data value exchange iab 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. 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/consumer-privacy-research/">The Free and Open Ad-Supported Internet: Consumers, Content and Assessing the Data Value Exchange</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-01-30T00:00:00+00:00">January 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/consumer-privacy-research/"><img loading="lazy" alt="The Free and Open Ad-Supported Internet: Consumers, Content and Assessing the Data Value Exchange" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/01/the-free-and-open-ad-supported-internet-consumers-content-and-assessing-the-data-value-exchange-2-768x435.png" /></a>  <p>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.</p> <p>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.<br /> <br /> 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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/consumer-privacy-research/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> </div> <hr /> </article> <article class="post-173270 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research" data-search-string="party on: a new generation of celebration the evolution of what, why, and how we celebrate pinterest for many of us, the word “celebration” 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://business.pinterest.com/insights/a-new-generation-of-celebrations/">Party On: A New Generation of Celebration </br> The Evolution of What, Why, and How We Celebrate</a> </strong></h4> <span class="byline author vcard">Pinterest </span> • <time class="updated" datetime="2023-10-24T00:00:00+00:00">October 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>For many of us, the word “celebration” 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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://business.pinterest.com/insights/a-new-generation-of-celebrations/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> </div> <hr /> </article> <article class="post-173263 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="the power of brands in podcasts: a podcast landscape study sounds profitable 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: demographics of interest: discover which demographics are most drawn to branded content in podcasts. alternative marketing channels: learn innovative ways to connect with brand enthusiasts beyond the podcast medium. the force multiplier effect: explore how branded content can amplify the impact of podcasting. resonating benefits: understand the podcasting benefits that resonate most with listeners. video podcasting: gain insights into how brand enthusiasts perceive and engage with video content differently from traditional podcast listeners. growth potential: learn about the exciting potential for growth and revenue that brands and podcasts together offer." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://soundsprofitable.com/research/the-power-of-brands-in-podcasts/">The Power of Brands in Podcasts: A Podcast Landscape Study</a> </strong></h4> <span class="byline author vcard">Sounds Profitable</span> • <time class="updated" datetime="2023-10-18T00:00:00+00:00">October 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>This report reveals new information on:</p> <ul> <li>Demographics of Interest: Discover which demographics are most drawn to branded content in podcasts.</li> <li>Alternative Marketing Channels: Learn innovative ways to connect with brand enthusiasts beyond the podcast medium.</li> <li>The Force Multiplier Effect: Explore how branded content can amplify the impact of podcasting.</li> <li>Resonating Benefits: Understand the podcasting benefits that resonate most with listeners.</li> <li>Video Podcasting: Gain insights into how brand enthusiasts perceive and engage with video content differently from traditional podcast listeners.</li> <li>Growth Potential: Learn about the exciting potential for growth and revenue that brands and podcasts together offer.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://soundsprofitable.com/research/the-power-of-brands-in-podcasts/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-171276 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="the podcast landscape in america sounds profitable 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 persuadables," a segment comprising nearly 10% of americans 18+, are the biggest opportunity for growing new audience in podcasting. persuadables over-index as female, 55+, and are very receptive to spoken word audio. americans are overwhelmingly positive about podcasts as a medium and the podcasters who create them. an equal percentage of americans 18+ (44%) found podcasts to be "entertaining," "interesting," or "informative," compared to 14% who indicated that podcasts were "not for people like me." additionally, 19% of all respondents agreed that making a podcast was "something i'd like to do." the leading cause for lapsed listening and churn with podcast audiences is perceived time constraints due to changes in work, lifestyle, or a return to pre-pandemic behavior. however, one of the main benefits offered by podcasts is time-shifted listening, which represents a real opportunity for the industry to reframe the medium as a time-saver and not a time-consumer. &nbsp;" > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://soundsprofitable.com/research/the-podcast-landscape/">The Podcast Landscape in America</a> </strong></h4> <span class="byline author vcard">Sounds Profitable</span> • <time class="updated" datetime="2023-08-01T00:00:00+00:00">August 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>Key findings from this landmark study include:</p> <ul> <li>“The Persuadables,” a segment comprising nearly 10% of Americans 18+, are the biggest opportunity for growing new audience in podcasting. Persuadables over-index as female, 55+, and are very receptive to spoken word audio.</li> <li>Americans are overwhelmingly positive about podcasts as a medium and the podcasters who create them. An equal percentage of Americans 18+ (44%) found podcasts to be “Entertaining,” “Interesting,” or “Informative,” compared to 14% who indicated that podcasts were “Not for people like me.” Additionally, 19% of all respondents agreed that making a podcast was “something I’d like to do.”</li> <li>The leading cause for lapsed listening and churn with podcast audiences is perceived time constraints due to changes in work, lifestyle, or a return to pre-pandemic behavior. However, one of the main benefits offered by podcasts is time-shifted listening, which represents a real opportunity for the industry to reframe the medium as a time-saver and not a time-consumer.</li> </ul> <p> </p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://soundsprofitable.com/research/the-podcast-landscape/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-170473 iab_research type-iab_research status-publish hentry category-consumers category-digital-video iab_research_type-consumer-research iab_research_type-digital-media iab_research_type-digital-video" data-search-string="decoding digital video environments meta 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. please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/08/Meta-Realeyes-Decoding-Digital-Video-Environments.pdf">Decoding Digital Video Environments</a> </strong></h4> <span class="byline author vcard">Meta</span> • <time class="updated" datetime="2023-07-01T00:00:00+00:00">July 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/08/Meta-Realeyes-Decoding-Digital-Video-Environments.pdf"><img loading="lazy" alt="Decoding Digital Video Environments" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/08/decoding-digital-video-environments-2.png" /></a>  <p>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.</p> <p>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.</p> <p>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.</p> <p>Download the report to learn more about the strengths of different digital environments and how marketers can use this knowledge to their advantage.</p> <p><i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2023/08/Meta-Realeyes-Decoding-Digital-Video-Environments.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-video">Digital Video</a> </div> <hr /> </article> <article class="post-164105 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research iab_research_type-digital-media iab_research_type-gaming-esports" data-search-string="intrinsic in-game advertising report frameplay 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: intrinsic ads aren’t disruptive to gameplay, but gamers still spot them and identify the products they’re advertising. intrinsic in-game ads are preferred and are gaining traction, despite historical prevalence of interstitial ads. intrinsic in-game ads are not only the most effective, they’re the least disruptive to the gaming experience. more than twice as many respondents named interstitial (54%) and adjacent (43%) ads as more distracting than intrinsic in-game ads (24%). please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/Frameplay_Intrinsic_InGame_Advertising_Report.pdf">Intrinsic In-Game Advertising Report</a> </strong></h4> <span class="byline author vcard">Frameplay</span> • <time class="updated" datetime="2023-03-23T00:00:00+00:00">2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>Key findings include:</p> <ul> <li>Intrinsic ads aren’t disruptive to gameplay, but gamers still spot them and identify the products they’re advertising.</li> <li>Intrinsic in-game ads are preferred and are gaining traction, despite historical prevalence of interstitial ads.</li> <li>Intrinsic in-game ads are not only the most effective, they’re the least disruptive to the gaming experience. More than twice as many respondents named interstitial (54%) and adjacent (43%) ads as more distracting than intrinsic in-game ads (24%).</li> </ul> <p><i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/Frameplay_Intrinsic_InGame_Advertising_Report.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#gaming-esports">Gaming/Esports</a> </div> <hr /> </article> <article class="post-163966 iab_research type-iab_research status-publish hentry iab_research_type-brand-media-strategies iab_research_type-consumer-research" data-search-string="beyond the metaverse: cx predictions for 2023 axciom 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. please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/Axicom_Campaign_2023_Trends_Research_US.pdf">Beyond the Metaverse: CX Predictions for 2023</a> </strong></h4> <span class="byline author vcard">Axciom</span> • <time class="updated" datetime="2023-03-21T00:00:00+00:00">2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p><i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/Axicom_Campaign_2023_Trends_Research_US.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#brand-media-strategies">Brand & Media Strategies</a> </div> <hr /> </article> <article class="post-163985 iab_research type-iab_research status-publish hentry iab_research_type-brand-media-strategies iab_research_type-consumer-research iab_research_type-digital-media iab_research_type-gaming-esports" data-search-string="retail, gaming &#038; the next generation: the new ways that gen alpha &#038; gen z are engaging with retail brands superawesome 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.superawesome.com/ebook-best-practices-how-retail-brands-can-reach-young-audiences-in-and-around-the-metaverse/">Retail, Gaming & the Next Generation: The new ways that Gen Alpha & Gen Z are engaging with retail brands</a> </strong></h4> <span class="byline author vcard">SuperAwesome</span> • <time class="updated" datetime="2023-03-21T00:00:00+00:00">2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.<br /> • Learn why Gen Alpha and Gen Z are so important for retailers.<br /> • See the new media mix for reaching kids and teens.<br /> • Explore six strategies for entering the gaming ecosystem.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.superawesome.com/ebook-best-practices-how-retail-brands-can-reach-young-audiences-in-and-around-the-metaverse/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#brand-media-strategies">Brand & Media Strategies</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#digital-media">Digital Media</a> <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +1 </button>  <div uk-dropdown="pos: bottom-justify;" class="results-card-badge-dropdown uk-text-left"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic topic-badge-button" href="#gaming-esports"> Gaming/Esports </a> </div> </div> <hr /> </article> <article class="post-165430 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="the medium moves the message sounds profitable 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: podcasting’s weekly reach 18-34 is nearing that of radio and tv. the median age of heavy users of radio and tv is significantly older than that of heavy listeners to podcasts. podcast buys reach net-new consumers when added to tv or radio buys. podcast listeners are more likely to subscribe to premium, ad-free content options. podcast listeners are significantly more positive towards the brands that support the medium than radio listeners or tv viewers. the leading advertisers in podcasting perform significantly better in lower-funnel metrics with podcast listeners than the leading advertisers in tv and radio do with their consumers. the addition of podcasts to a multichannel media mix shows significant mid-funnel effects." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://soundsprofitable.com/research/the-medium-moves-the-message/">The Medium Moves the Message</a> </strong></h4> <span class="byline author vcard">Sounds Profitable</span> • <time class="updated" datetime="2023-03-15T00:00:00+00:00">March 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>Among the key findings include:</p> <ul> <li>Podcasting’s weekly reach 18-34 is nearing that of radio and TV.</li> <li>The median age of heavy users of radio and tv is significantly older than that of heavy listeners to podcasts.</li> <li>Podcast buys reach net-new consumers when added to TV or Radio buys.</li> <li>Podcast listeners are more likely to subscribe to premium, ad-free content options.</li> <li>Podcast listeners are significantly more positive towards the brands that support the medium than Radio listeners or TV viewers.</li> <li>The leading advertisers in podcasting perform significantly better in lower-funnel metrics with podcast listeners than the leading advertisers in TV and Radio do with their consumers.</li> <li>The addition of podcasts to a multichannel media mix shows significant mid-funnel effects.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://soundsprofitable.com/research/the-medium-moves-the-message/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-163249 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research" data-search-string="ibm watson advertising&#8217;s spring 2023 seasonal influencer ibm watson advertising 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. please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/IWA_Seasonal_Influencer_Spring2023.pdf">IBM Watson Advertising’s Spring 2023 Seasonal Influencer</a> </strong></h4> <span class="byline author vcard">IBM Watson Advertising</span> • <time class="updated" datetime="2023-02-27T00:00:00+00:00">February 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p><i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/IWA_Seasonal_Influencer_Spring2023.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> </div> <hr /> </article> </div></div><div class="group-wrapper"><h2 class="uk-margin uk-margin-medium-top" id="data-measurement"><strong>Data & Measurement</strong></h2><div data-articles-filterable><article class="post-188390 iab_research type-iab_research status-publish hentry iab_research_type-data-measurement" data-search-string="google’s shift on third-party cookies: industry reactions, business impact, and what comes next iab in july 2024, google made waves across the advertising industry by announcing a change in its strategy regarding third-party cookie deprecation. instead of completely phasing them out, google is now offering users the option to control their own cookie preferences in chrome. this pivotal decision has led to significant industry debate and raised important questions about the future of digital advertising, privacy, and business strategies. iab surveyed over 500 industry professionals—spanning agencies, brands, publishers, ad tech companies, and more—to capture the immediate reactions, perceived business impacts, and predictions for the future. the results are in, and they reveal a mix of frustration, opportunity, and lingering uncertainty. key takeaways: nearly two-thirds of the industry was surprised by google’s recent announcement — 40% expressed frustration. two-thirds see this as good for the industry, as well as for their own businesses, particularly brands and agencies (~70%). more than half (56%) believe google will eventually deprecate third-party cookies. more than half (54%) expect this to impact their overall business strategies, particularly adtech companies (63%)." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/googles-shift-on-third-party-cookies/">Google’s Shift on Third-Party Cookies: Industry Reactions, Business Impact, and What Comes Next</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-09-27T00:00:00+00:00">September 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>In July 2024, Google made waves across the advertising industry by announcing a change in its strategy regarding third-party cookie deprecation. Instead of completely phasing them out, Google is now offering users the option to control their own cookie preferences in Chrome. This pivotal decision has led to significant industry debate and raised important questions about the future of digital advertising, privacy, and business strategies.</p> <p>IAB surveyed over 500 industry professionals—spanning agencies, brands, publishers, ad tech companies, and more—to capture the immediate reactions, perceived business impacts, and predictions for the future. The results are in, and they reveal a mix of frustration, opportunity, and lingering uncertainty.</p> <p>Key Takeaways:</p> <p>Nearly two-thirds of the industry was surprised by Google’s recent announcement — 40% expressed frustration.<br /> Two-thirds see this as good for the industry, as well as for their own businesses, particularly brands and agencies (~70%).<br /> More than half (56%) believe Google will eventually deprecate third-party cookies.<br /> More than half (54%) expect this to impact their overall business strategies, particularly AdTech companies (63%).</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/googles-shift-on-third-party-cookies/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> <article class="post-187326 iab_research type-iab_research status-publish hentry iab_research_type-data-measurement" data-search-string="the 2024 outlook study: august update &#8211; a snapshot into ad spend, opportunities, and strategies for growth iab iab released the results from our 2024 outlook study: august update - a snapshot into ad spend, opportunities, and strategies for growth. this study is a follow-up to the initial november 2023 release, providing current perspectives from 200 buy-side ad investment decision makers at brands and agencies. the report captures: updated ad spend projections for the market and at the channel-specific level new insights into key challenges and concerns that have arisen since the initial study findings that can be used to plan for the year ahead, benchmark competitive positioning, and identify white space, channels, and opportunities within the marketplace key findings include: buyers increased their 2024 ad spend projections up to +11.8% from +9.5% projected at the end of 2023 all channels are expected to post higher growth rates yoy, with linear tv rebounding retail media's incline continues, with buyers revising yoy projections from +21.8% to +25.1% buyers continue to focus on cross-funnel kpis while shifting efforts towards reach optimization as interest in new kpis wanes measurement challenges persist for the industry, while economic concerns subside" > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/2024-outlook-study-august-update/">The 2024 Outlook Study: August Update – A Snapshot into Ad Spend, Opportunities, and Strategies for Growth</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-09-05T00:00:00+00:00">September 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/2024-outlook-study-august-update/"><img loading="lazy" alt="The 2024 Outlook Study: August Update &#8211; A Snapshot into Ad Spend, Opportunities, and Strategies for Growth" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/09/the-2024-outlook-study-august-update-a-snapshot-into-ad-spend-opportunities-and-strategies-for-growth-2-768x431.png" /></a>  <p>IAB released the results from our <strong>2024 Outlook Study: August Update – A Snapshot into Ad Spend, Opportunities, and Strategies for Growth</strong>. This study is a follow-up to the initial November 2023 release, providing current perspectives from 200 buy-side ad investment decision makers at brands and agencies.</p> <p><strong>The report captures:</strong></p> <ul> <li>Updated ad spend projections for the market and at the channel-specific level</li> <li>New insights into key challenges and concerns that have arisen since the initial study</li> <li>Findings that can be used to plan for the year ahead, benchmark competitive positioning, and identify white space, channels, and opportunities within the marketplace</li> </ul> <p><strong>Key findings include:</strong></p> <ul> <li>Buyers increased their 2024 ad spend projections up to +11.8% from +9.5% projected at the end of 2023</li> <li>All channels are expected to post higher growth rates YoY, with Linear TV rebounding</li> <li>Retail media’s incline continues, with buyers revising YoY projections from +21.8% to +25.1%</li> <li>Buyers continue to focus on cross-funnel KPIs while shifting efforts towards reach optimization as interest in new KPIs wanes</li> <li>Measurement challenges persist for the industry, while economic concerns subside</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/2024-outlook-study-august-update/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> <article class="post-179073 iab_research type-iab_research status-publish hentry iab_research_type-data-measurement iab_organization_type-measurement-addressability-data-center" data-search-string="state of data 2024: how the digital ad industry is adapting to the privacy-by-design ecosystem iab 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. 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: the industry has now fully acknowledged the privacy-by-design ecosystem: 95% of data and advertising decision-makers at brands, agencies, and publishers expect continued legislation and signal loss in 2024 and beyond. brands, agencies, and publishers are making significant organizational changes to adapt: over 80% say the makeup and structure of their organizations have been impacted by legislation and signal loss. the market is facing sweeping declines in accessible, high-quality data: about three-in-four advertising and data leaders expect the ability to collect and leverage integral consumer data, including browsing history, pii, and location to be continually reduced while 60% expect the same with demo, user preferences, and behavior. legislation and signal loss have profoundly impacted media planning and buying: nearly nine-in-ten ad buyers report shifts in personalization tactics, ad spend, and their mix of first, second, and third-party data. over three-in-four cite selection changes in media channels and kpis, along with more seller-direct deals. " > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/2024-state-of-data-report/">State of Data 2024: How the Digital Ad Industry is Adapting to the Privacy-By-Design Ecosystem</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-03-14T00:00:00+00:00">March 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/2024-state-of-data-report/"><img loading="lazy" alt="State of Data 2024: How the Digital Ad Industry is Adapting to the Privacy-By-Design Ecosystem" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/03/state-of-data-2024-how-the-digital-ad-industry-is-adapting-to-the-privacy-by-design-ecosystem-3-768x432.png" /></a>  <p><strong>State of Data 2024 </strong>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.<strong> </strong></p> <p>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.</p> <p>Key takeaways include:</p> <ul> <li><strong>The industry has now fully acknowledged the privacy-by-design ecosystem:</strong> 95% of data and advertising decision-makers at brands, agencies, and publishers expect continued legislation and signal loss in 2024 and beyond.</li> <li><strong>Brands, agencies, and publishers are making significant organizational changes to adapt</strong>: Over 80% say the makeup and structure of their organizations have been impacted by legislation and signal loss.</li> <li><strong>The market is facing sweeping declines in accessible, high-quality data:</strong> About three-in-four advertising and data leaders expect the ability to collect and leverage integral consumer data, including browsing history, PII, and location to be continually reduced while 60% expect the same with demo, user preferences, and behavior.</li> <li><strong>Legislation and signal loss have profoundly impacted media planning and buying:</strong> Nearly nine-in-ten ad buyers report shifts in personalization tactics, ad spend, and their mix of first, second, and third-party data. Over three-in-four cite selection changes in media channels and KPIs, along with more seller-direct deals<strong>. </strong></li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/2024-state-of-data-report/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> <article class="post-177356 iab_research type-iab_research status-publish hentry category-retail-media iab_research_type-data-measurement iab_research_type-retail-media-e-commerce iab_organization_type-measurement-addressability-data-center" data-search-string="iab/mrc retail media measurement guidelines iab 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/retail-media-measurement-guidelines/">IAB/MRC Retail Media Measurement Guidelines</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-01-30T00:00:00+00:00">January 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/retail-media-measurement-guidelines/"><img loading="lazy" alt="IAB/MRC Retail Media Measurement Guidelines" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/02/iab-mrc-retail-media-measurement-guidelines-2-768x911.png" /></a>  <p>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.</p> <p>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.</p> <p>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.</p> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/retail-media-measurement-guidelines/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#retail-media-e-commerce">Retail Media & E-Commerce</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> <article class="post-174337 iab_research type-iab_research status-publish hentry iab_research_type-all-digital-media iab_research_type-data-measurement iab_research_type-digital-media" data-search-string="2024 outlook: a snapshot into ad spend, opportunities, and strategies for growth iab 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. this study provides: a view into overall ad spend as well as at the channel level a perspective on industry challenges and growth strategies insights into planning timeframes and ad supply chain sustainability practices" > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/2024-outlook-survey/">2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-11-30T00:00:00+00:00">November 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/2024-outlook-survey/"><img loading="lazy" alt="2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/11/2024-outlook-a-snapshot-into-ad-spend-opportunities-and-strategies-for-growth-2-768x433.png" /></a>  <p>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.</p> <ul> <li>This study provides:</li> <li>A view into overall ad spend as well as at the channel level</li> <li>A perspective on industry challenges and growth strategies</li> <li>Insights into planning timeframes and ad supply chain sustainability practices</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/2024-outlook-survey/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#all-digital-media">All Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-171155 iab_research type-iab_research status-publish hentry iab_research_type-data-measurement iab_research_type-retail-media-e-commerce iab_organization_type-measurement-addressability-data-center" data-search-string="retail media 2023: operational strategies for growth iab 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/operational-strategies-to-meet-the-growth-potential/">Retail Media 2023: Operational Strategies for Growth</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-09-13T00:00:00+00:00">September 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/operational-strategies-to-meet-the-growth-potential/"><img loading="lazy" alt="Retail Media 2023: Operational Strategies for Growth" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/09/retail-media-2023-operational-strategies-for-growth-2-768x1113.png" /></a>  <p>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.</p> <p>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.</p> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/operational-strategies-to-meet-the-growth-potential/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#retail-media-e-commerce">Retail Media & E-Commerce</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> <article class="post-173268 iab_research type-iab_research status-publish hentry iab_research_type-data-measurement" data-search-string="doubleverify’s q2 quality and attention benchmark report doubleverify 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://doubleverify.com/dvs-q2-quality-attention-benchmark-report/">DoubleVerify’s Q2 Quality and Attention Benchmark Report</a> </strong></h4> <span class="byline author vcard">DoubleVerify</span> • <time class="updated" datetime="2023-09-12T00:00:00+00:00">September 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://doubleverify.com/dvs-q2-quality-attention-benchmark-report/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> <article class="post-167776 iab_research type-iab_research status-publish hentry iab_research_type-data-measurement" data-search-string="global digital industry advertising spend trends q1 2023 pubmatic 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://pubmatic.com/reports/quarterly-global-digital-advertising-spend-trends-q1-2023/?utm_source=iab&utm_medium=ad_spend_infographic&utm_campaign=research_2023&utm_content=2023_ad_spend_infographic_iab">Global Digital Industry Advertising Spend Trends Q1 2023</a> </strong></h4> <span class="byline author vcard">PubMatic</span> • <time class="updated" datetime="2023-05-16T00:00:00+00:00">May 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://pubmatic.com/reports/quarterly-global-digital-advertising-spend-trends-q1-2023/?utm_source=iab&utm_medium=ad_spend_infographic&utm_campaign=research_2023&utm_content=2023_ad_spend_infographic_iab">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> <article class="post-161553 iab_research type-iab_research status-publish hentry iab_research_type-data-measurement" data-search-string="state of data 2023: data clean rooms &#038; the democratization of data in the privacy-centric ecosystem iab 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/state-of-data-2023/">State of Data 2023: Data Clean Rooms & the Democratization of Data in the Privacy-Centric Ecosystem</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-01-24T00:00:00+00:00">January 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/state-of-data-2023/"><img loading="lazy" alt="State of Data 2023: Data Clean Rooms &#038; the Democratization of Data in the Privacy-Centric Ecosystem" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/01/state-of-data-2023-data-clean-rooms-the-democratization-of-data-in-the-privacy-centric-ecosystem-768x432.png" /></a>  <p>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.<br /> 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.</p> <p>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.</p> <p>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, <a href="https://www.iab.com/wp-content/uploads/2023/01/IAB_State_of_Data_2023.pdf">download the report.</a></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/state-of-data-2023/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> </div></div><div class="group-wrapper"><h2 class="uk-margin uk-margin-medium-top" id="dei-multicultural-and-talent-development"><strong>DEI, Multicultural, and Talent Development</strong></h2><div data-articles-filterable><article class="post-168087 iab_research type-iab_research status-publish hentry iab_research_type-dei-multicultural-and-talent-development" data-search-string="gender &#038; age diversity in global ad creative extreme reach 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://extremereach.com/diversity-in-ad-creative/?utm_source=research&utm_medium=website&utm_campaign=global_diversity_iab_may2023&utm_id=iab">Gender & Age Diversity in Global Ad Creative</a> </strong></h4> <span class="byline author vcard">Extreme Reach</span> • <time class="updated" datetime="2023-05-16T00:00:00+00:00">May 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://extremereach.com/diversity-in-ad-creative/?utm_source=research&utm_medium=website&utm_campaign=global_diversity_iab_may2023&utm_id=iab">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#dei-multicultural-and-talent-development">DEI, Multicultural, and Talent Development</a> </div> <hr /> </article> <article class="post-162118 iab_research type-iab_research status-publish hentry iab_research_type-dei-multicultural-and-talent-development" data-search-string="diversity in ad creative: gender, age, race &#038; ethnicity benchmarks extreme reach 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://extremereach.com/wp-content/uploads/2022/12/ER-Diversity-in-Ad-Creative-Report-Jan.pdf">Diversity in Ad Creative: Gender, Age, Race & Ethnicity Benchmarks</a> </strong></h4> <span class="byline author vcard">Extreme Reach</span> • <time class="updated" datetime="2023-01-13T00:00:00+00:00">January 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://extremereach.com/wp-content/uploads/2022/12/ER-Diversity-in-Ad-Creative-Report-Jan.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#dei-multicultural-and-talent-development">DEI, Multicultural, and Talent Development</a> </div> <hr /> </article> </div></div><div class="group-wrapper"><h2 class="uk-margin uk-margin-medium-top" id="digital-media"><strong>Digital Media</strong></h2><div data-articles-filterable></div></div><div class="group-wrapper"><h3 class="red red-line uk-margin uk-margin-medium-top" id="all-digital-media"><strong>All Digital Media</strong></h3><div data-articles-filterable><article class="post-181291 iab_research type-iab_research status-publish hentry category-ad-revenue iab_research_type-all-digital-media iab_research_type-digital-media" data-search-string="iab/pwc internet advertising revenue report 2024 iab 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. 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:  internet ad revenues reached record highs of $225b digital video and audio revenues maintain strong growth social media revenue growth rebounded retail media continues its robust trajectory the industry outlook is bright for 2024!" > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/internet-advertising-revenue-report-2024/">IAB/PwC Internet Advertising Revenue Report 2024</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-04-16T00:00:00+00:00">April 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/internet-advertising-revenue-report-2024/"><img loading="lazy" alt="IAB/PwC Internet Advertising Revenue Report 2024" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/04/iab-pwc-internet-advertising-revenue-report-2024-768x1058.png" /></a>  <p>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 <strong>IAB/PwC Internet Advertising Revenue Report: Full Year 2023. </strong></p> <p>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.</p> <p><strong>Key findings from this year’s report:  </strong></p> <ul> <li>Internet ad revenues reached record highs of $225B</li> <li>Digital video and audio revenues maintain strong growth</li> <li>Social media revenue growth rebounded</li> <li>Retail media continues its robust trajectory</li> <li>The industry outlook is bright for 2024!</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/internet-advertising-revenue-report-2024/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#all-digital-media">All Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-174885 iab_research type-iab_research status-publish hentry category-research iab_research_type-all-digital-media iab_research_type-digital-media" data-search-string="the creator economy opportunity: where authenticity meets impact iab and talk shoppe to get the full picture of the impact of creator content for consumers and advertisers, iab partnered with talk shoppe on this first-of-its-kind, multi-phased research study, the creator economy opportunity: where authenticity meets impact, which combines quantitative surveys, qualitative interviews, and daily digital ethnographies. in an era where digital content consumption is growing at an accelerated pace, we’re witnessing an unprecedented shift to creator-driven content. creator content is not just part of digital content growth; it’s leading the charge. this exponential growth reflects creators’ abilities to spark cultural movements, make trends go mainstream overnight, and shape purchase decisions. creator content provides a substantial opportunity for advertising that produces tangible outcomes, and marketers are taking notice. this report addresses these challenges as well as the opportunities, providing insights on 5 key points: creator content is fueling digital video viewer growth. creator and studio content have unique roles in consumers’ lives. advertisers recognize the opportunity with creator content and spending is increasing. it has a tremendous influence on the purchase journey. by taking action, advertisers can find success with creator content." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/creator-economy-research/">The Creator Economy Opportunity: Where Authenticity Meets Impact</a> </strong></h4> <span class="byline author vcard">IAB and Talk Shoppe</span> • <time class="updated" datetime="2023-12-07T00:00:00+00:00">December 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>To get the full picture of the impact of creator content for consumers and advertisers, IAB partnered with Talk Shoppe on this first-of-its-kind, multi-phased research study, The Creator Economy Opportunity: Where Authenticity Meets Impact, which combines quantitative surveys, qualitative interviews, and daily digital ethnographies.</p> <p>In an era where digital content consumption is growing at an accelerated pace, we’re witnessing an unprecedented shift to creator-driven content. Creator content is not just part of digital content growth; it’s leading the charge.</p> <p>This exponential growth reflects creators’ abilities to spark cultural movements, make trends go mainstream overnight, and shape purchase decisions. Creator content provides a substantial opportunity for advertising that produces tangible outcomes, and marketers are taking notice.</p> <p>This report addresses these challenges as well as the opportunities, providing insights on 5 key points:</p> <ul> <li>Creator content is fueling digital video viewer growth.</li> <li>Creator and studio content have unique roles in consumers’ lives.</li> <li>Advertisers recognize the opportunity with creator content and spending is increasing.</li> <li>It has a tremendous influence on the purchase journey.</li> <li>By taking action, advertisers can find success with creator content.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/creator-economy-research/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#all-digital-media">All Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-174337 iab_research type-iab_research status-publish hentry iab_research_type-all-digital-media iab_research_type-data-measurement iab_research_type-digital-media" data-search-string="2024 outlook: a snapshot into ad spend, opportunities, and strategies for growth iab 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. this study provides: a view into overall ad spend as well as at the channel level a perspective on industry challenges and growth strategies insights into planning timeframes and ad supply chain sustainability practices" > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/2024-outlook-survey/">2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-11-30T00:00:00+00:00">November 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/2024-outlook-survey/"><img loading="lazy" alt="2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/11/2024-outlook-a-snapshot-into-ad-spend-opportunities-and-strategies-for-growth-2-768x433.png" /></a>  <p>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.</p> <ul> <li>This study provides:</li> <li>A view into overall ad spend as well as at the channel level</li> <li>A perspective on industry challenges and growth strategies</li> <li>Insights into planning timeframes and ad supply chain sustainability practices</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/2024-outlook-survey/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#all-digital-media">All Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-168113 iab_research type-iab_research status-publish hentry iab_research_type-all-digital-media iab_research_type-digital-media" data-search-string="2023 global insights report doubleverify 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: the state of media quality across fraud, viewability and brand suitability – including regional highlights what it looks like when you leave your campaigns unprotected the case for “always-on” verification a closer look into media quality on ctv, gaming, retail media and audio the role of attention metrics in shaping optimization efforts and – ultimately – campaign performance" > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://doubleverify.com/2023-global-insights-report/">2023 Global Insights Report</a> </strong></h4> <span class="byline author vcard">DoubleVerify</span> • <time class="updated" datetime="2023-05-17T00:00:00+00:00">May 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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:</p> <ul> <li>The state of media quality across fraud, viewability and brand suitability – including regional highlights</li> <li>What it looks like when you leave your campaigns unprotected</li> <li>The case for “always-on” verification</li> <li>A closer look into media quality on CTV, gaming, retail media and audio</li> <li>The role of attention metrics in shaping optimization efforts and – ultimately – campaign performance</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://doubleverify.com/2023-global-insights-report/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#all-digital-media">All Digital Media</a> </div> <hr /> </article> <article class="post-166341 iab_research type-iab_research status-publish hentry iab_research_type-all-digital-media iab_research_type-digital-media" data-search-string="internet advertising revenue report: full year 2022 iab 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%)." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2022/">Internet Advertising Revenue Report: Full Year 2022</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-04-20T00:00:00+00:00">April 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2022/"><img loading="lazy" alt="Internet Advertising Revenue Report: Full Year 2022" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/04/internet-advertising-revenue-report-full-year-2022-9.png" /></a>  <p>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.</p> <p>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%).</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2022/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#all-digital-media">All Digital Media</a> </div> <hr /> </article> </div></div><div class="group-wrapper"><h3 class="red red-line uk-margin uk-margin-medium-top" id="digital-audio"><strong>Digital Audio</strong></h3><div data-articles-filterable><article class="post-182795 iab_research type-iab_research status-publish hentry category-ad-revenue category-audio iab_research_type-digital-audio iab_research_type-digital-media iab_organization_type-media-center" data-search-string="u.s. podcast advertising revenue study: 2023 revenue &#038; 2024-2026 growth projections iab the iab u.s. podcast advertising revenue study: 2023 revenue &amp; 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: after years of double-digit increases, 2023’s overall challenging ad market slowed podcast’s growth. podcasting is projected to grow 12% to over $2b this year and reach nearly $2.6b by 2026. the evolution of programmatic along with new revenues from video and live events, will help drive growth. a high volume of smaller categories continue to showcase the channel’s growth and appeal to a broad range of advertisers. for the second straight year, comedy and sports outrank news as production grows and listeners turn to lighter topics. 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/us-podcast-advertising-revenue-study-2024/">U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024-2026 Growth Projections</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-05-09T00:00:00+00:00">May 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/us-podcast-advertising-revenue-study-2024/"><img loading="lazy" alt="U.S. Podcast Advertising Revenue Study: 2023 Revenue &#038; 2024-2026 Growth Projections" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/05/u-s-podcast-advertising-revenue-study-2023-revenue-2024-2026-growth-projections-2-768x432.png" /></a>  <p>The <strong>IAB U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024-2026 Growth Projections</strong>, 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.</p> <p><strong>Key takeaways:</strong></p> <ul> <li>After years of double-digit increases, 2023’s overall challenging ad market slowed podcast’s growth.</li> <li>Podcasting is projected to grow 12% to over $2B this year and reach nearly $2.6B by 2026. The evolution of programmatic along with new revenues from video and live events, will help drive growth.</li> <li>A high volume of smaller categories continue to showcase the channel’s growth and appeal to a broad range of advertisers.</li> <li>For the second straight year, comedy and sports outrank news as production grows and listeners turn to lighter topics.</li> </ul> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/us-podcast-advertising-revenue-study-2024/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-178737 iab_research type-iab_research status-publish hentry iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="2023 u.s. podcast report: a year in review – podcast listening landscape &#038; trends triton digital 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://info.tritondigital.com/en/en/u.s.-podcast-report-23-social">2023 U.S. Podcast Report: A Year in Review – Podcast Listening Landscape & Trends</a> </strong></h4> <span class="byline author vcard">Triton Digital</span> • <time class="updated" datetime="2024-01-01T00:00:00+00:00">January 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://info.tritondigital.com/en/en/u.s.-podcast-report-23-social">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> </div> <hr /> </article> <article class="post-173075 iab_research type-iab_research status-publish hentry iab_research_type-digital-audio iab_research_type-digital-media iab_organization_type-media-center" data-search-string="u.s. podcast advertising revenue study 2023: drivers, strategies, and tactics for growth iab 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/us-podcast-advertising-revenue-study-2023/">U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-10-26T00:00:00+00:00">October 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/us-podcast-advertising-revenue-study-2023/"><img loading="lazy" alt="U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/10/u-s-podcast-advertising-revenue-study-2023-drivers-strategies-and-tactics-for-growth-2-768x430.png" /></a>  <p>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 <strong>U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth report.</strong></p> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/us-podcast-advertising-revenue-study-2023/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-173263 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="the power of brands in podcasts: a podcast landscape study sounds profitable 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: demographics of interest: discover which demographics are most drawn to branded content in podcasts. alternative marketing channels: learn innovative ways to connect with brand enthusiasts beyond the podcast medium. the force multiplier effect: explore how branded content can amplify the impact of podcasting. resonating benefits: understand the podcasting benefits that resonate most with listeners. video podcasting: gain insights into how brand enthusiasts perceive and engage with video content differently from traditional podcast listeners. growth potential: learn about the exciting potential for growth and revenue that brands and podcasts together offer." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://soundsprofitable.com/research/the-power-of-brands-in-podcasts/">The Power of Brands in Podcasts: A Podcast Landscape Study</a> </strong></h4> <span class="byline author vcard">Sounds Profitable</span> • <time class="updated" datetime="2023-10-18T00:00:00+00:00">October 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>This report reveals new information on:</p> <ul> <li>Demographics of Interest: Discover which demographics are most drawn to branded content in podcasts.</li> <li>Alternative Marketing Channels: Learn innovative ways to connect with brand enthusiasts beyond the podcast medium.</li> <li>The Force Multiplier Effect: Explore how branded content can amplify the impact of podcasting.</li> <li>Resonating Benefits: Understand the podcasting benefits that resonate most with listeners.</li> <li>Video Podcasting: Gain insights into how brand enthusiasts perceive and engage with video content differently from traditional podcast listeners.</li> <li>Growth Potential: Learn about the exciting potential for growth and revenue that brands and podcasts together offer.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://soundsprofitable.com/research/the-power-of-brands-in-podcasts/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-171276 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="the podcast landscape in america sounds profitable 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 persuadables," a segment comprising nearly 10% of americans 18+, are the biggest opportunity for growing new audience in podcasting. persuadables over-index as female, 55+, and are very receptive to spoken word audio. americans are overwhelmingly positive about podcasts as a medium and the podcasters who create them. an equal percentage of americans 18+ (44%) found podcasts to be "entertaining," "interesting," or "informative," compared to 14% who indicated that podcasts were "not for people like me." additionally, 19% of all respondents agreed that making a podcast was "something i'd like to do." the leading cause for lapsed listening and churn with podcast audiences is perceived time constraints due to changes in work, lifestyle, or a return to pre-pandemic behavior. however, one of the main benefits offered by podcasts is time-shifted listening, which represents a real opportunity for the industry to reframe the medium as a time-saver and not a time-consumer. &nbsp;" > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://soundsprofitable.com/research/the-podcast-landscape/">The Podcast Landscape in America</a> </strong></h4> <span class="byline author vcard">Sounds Profitable</span> • <time class="updated" datetime="2023-08-01T00:00:00+00:00">August 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>Key findings from this landmark study include:</p> <ul> <li>“The Persuadables,” a segment comprising nearly 10% of Americans 18+, are the biggest opportunity for growing new audience in podcasting. Persuadables over-index as female, 55+, and are very receptive to spoken word audio.</li> <li>Americans are overwhelmingly positive about podcasts as a medium and the podcasters who create them. An equal percentage of Americans 18+ (44%) found podcasts to be “Entertaining,” “Interesting,” or “Informative,” compared to 14% who indicated that podcasts were “Not for people like me.” Additionally, 19% of all respondents agreed that making a podcast was “something I’d like to do.”</li> <li>The leading cause for lapsed listening and churn with podcast audiences is perceived time constraints due to changes in work, lifestyle, or a return to pre-pandemic behavior. However, one of the main benefits offered by podcasts is time-shifted listening, which represents a real opportunity for the industry to reframe the medium as a time-saver and not a time-consumer.</li> </ul> <p> </p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://soundsprofitable.com/research/the-podcast-landscape/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-169543 iab_research type-iab_research status-publish hentry category-audio iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="the podcast opportunity: buyer perceptions of podcast advertising sounds profitable 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: podcasting’s “top of mind awareness” with agencies and brands the state of adtech, from measurement to brand safety the role of programmatic – and what holds it back strengths and weaknesses of podcast advertising …and more please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/07/The-Podcast-Opportunity-2023-Final-Downloadable-Report.pdf">The Podcast Opportunity: Buyer Perceptions of Podcast Advertising</a> </strong></h4> <span class="byline author vcard">Sounds Profitable</span> • <time class="updated" datetime="2023-06-29T00:00:00+00:00">June 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/07/The-Podcast-Opportunity-2023-Final-Downloadable-Report.pdf"><img loading="lazy" alt="The Podcast Opportunity: Buyer Perceptions of Podcast Advertising" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/07/the-podcast-opportunity-buyer-perceptions-of-podcast-advertising-2-768x443.png" /></a>  <p>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.</p> <p>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:</p> <ul> <li>Podcasting’s “top of mind awareness” with agencies and brands</li> <li>The state of adtech, from measurement to brand safety</li> <li>The role of programmatic – and what holds it back</li> <li>Strengths and weaknesses of podcast advertising</li> <li>…and more</li> </ul> <p><i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2023/07/The-Podcast-Opportunity-2023-Final-Downloadable-Report.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> </div> <hr /> </article> <article class="post-168380 iab_research type-iab_research status-publish hentry iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="the state of audio technology report 2023 adswizz 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.adswizz.com/the-state-of-audio-technology-report-2023/?utm_campaign=The%20State%20of%20Audio%20Technology%20Report%202023&utm_source=IAB&utm_medium=Industry%20Research%20%26%20Insights&utm_content=Industry%20Research%20%26%20Insights">The State of Audio Technology Report 2023</a> </strong></h4> <span class="byline author vcard">Adswizz</span> • <time class="updated" datetime="2023-06-12T00:00:00+00:00">June 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.adswizz.com/the-state-of-audio-technology-report-2023/?utm_campaign=The%20State%20of%20Audio%20Technology%20Report%202023&utm_source=IAB&utm_medium=Industry%20Research%20%26%20Insights&utm_content=Industry%20Research%20%26%20Insights">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-167559 iab_research type-iab_research status-publish hentry category-ad-revenue category-audio category-consumers category-digital-video category-research iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="u.s. podcast advertising revenue report: 2022 revenue &#038; 2023-2025 growth projections iab 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/us-podcast-advertising-revenue-report-2022/">U.S. Podcast Advertising Revenue Report: 2022 Revenue & 2023-2025 Growth Projections</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-05-11T00:00:00+00:00">May 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>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.</p> <p>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.</p> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/us-podcast-advertising-revenue-report-2022/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-165430 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="the medium moves the message sounds profitable 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: podcasting’s weekly reach 18-34 is nearing that of radio and tv. the median age of heavy users of radio and tv is significantly older than that of heavy listeners to podcasts. podcast buys reach net-new consumers when added to tv or radio buys. podcast listeners are more likely to subscribe to premium, ad-free content options. podcast listeners are significantly more positive towards the brands that support the medium than radio listeners or tv viewers. the leading advertisers in podcasting perform significantly better in lower-funnel metrics with podcast listeners than the leading advertisers in tv and radio do with their consumers. the addition of podcasts to a multichannel media mix shows significant mid-funnel effects." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://soundsprofitable.com/research/the-medium-moves-the-message/">The Medium Moves the Message</a> </strong></h4> <span class="byline author vcard">Sounds Profitable</span> • <time class="updated" datetime="2023-03-15T00:00:00+00:00">March 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>Among the key findings include:</p> <ul> <li>Podcasting’s weekly reach 18-34 is nearing that of radio and TV.</li> <li>The median age of heavy users of radio and tv is significantly older than that of heavy listeners to podcasts.</li> <li>Podcast buys reach net-new consumers when added to TV or Radio buys.</li> <li>Podcast listeners are more likely to subscribe to premium, ad-free content options.</li> <li>Podcast listeners are significantly more positive towards the brands that support the medium than Radio listeners or TV viewers.</li> <li>The leading advertisers in podcasting perform significantly better in lower-funnel metrics with podcast listeners than the leading advertisers in TV and Radio do with their consumers.</li> <li>The addition of podcasts to a multichannel media mix shows significant mid-funnel effects.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://soundsprofitable.com/research/the-medium-moves-the-message/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-161777 iab_research type-iab_research status-publish hentry iab_research_type-digital-audio iab_research_type-digital-media" data-search-string="2022 podcast report: u.s. podcast landscape year-end recap, trends &#038; takeaways triton digital 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: listeners downloaded 5.6 episodes per week, on average, and news was the most downloaded genre, followed by comedy and true crime; monthly podcast listeners are younger than the general population with over 25% of monthly podcast listeners between the ages of 25 to 34, and tend to skew more male; compared to the general u.s. population, podcast listeners tend to have a higher household income (121 index for hhi $100k+), be more educated (131 index for college graduate+) and be more diverse (115 index for hispanic ethnicity, 109 index african american);" > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://info.tritondigital.com/hubfs/2022%20U.S.%20Podcast%20Report.pdf">2022 Podcast Report: U.S. Podcast Landscape Year-End Recap, Trends & Takeaways</a> </strong></h4> <span class="byline author vcard">Triton Digital</span> • <time class="updated" datetime="2023-01-20T00:00:00+00:00">January 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>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:</p> <ul> <li>Listeners downloaded 5.6 episodes per week, on average, and News was the most downloaded genre, followed by Comedy and True Crime;</li> <li>Monthly podcast listeners are younger than the general population with over 25% of monthly podcast listeners between the ages of 25 to 34, and tend to skew more male;</li> <li>Compared to the general U.S. population, podcast listeners tend to have a higher household income (121 index for HHI $100K+), be more educated (131 index for College Graduate+) and be more diverse (115 index for Hispanic ethnicity, 109 index African American);</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://info.tritondigital.com/hubfs/2022%20U.S.%20Podcast%20Report.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-audio">Digital Audio</a> </div> <hr /> </article> </div></div><div class="group-wrapper"><h3 class="red red-line uk-margin uk-margin-medium-top" id="digital-video"><strong>Digital Video</strong></h3><div data-articles-filterable><article class="post-181936 iab_research type-iab_research status-publish hentry iab_research_type-digital-media iab_research_type-digital-video iab_organization_type-experience-center iab_organization_type-media-center" data-search-string="2024 digital video ad spend &#038; strategy report iab the iab 2024 digital video ad spend & strategy report 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. part one, released in april, covered general market trends and revealed that total digital video ad spend is projected to grow 16% in 2024. part two, released in july, rounds out the report and dives deeper to reveal insights into the buy-side’s selection criteria for investing and measuring kpis." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/video-ad-spend-report-2024/">2024 Digital Video Ad Spend & Strategy Report</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-07-16T00:00:00+00:00">July 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/video-ad-spend-report-2024/"><img loading="lazy" alt="2024 Digital Video Ad Spend &#038; Strategy Report" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/04/2024-digital-video-ad-spend-strategy-report-4-768x429.png" /></a>  <p>The IAB 2024 Digital Video Ad Spend & Strategy Report 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.</p> <p>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.</p> <p>Part one, released in April, covered general market trends and revealed that total digital video ad spend is projected to grow 16% in 2024. Part two, released in July, rounds out the report and dives deeper to reveal insights into the buy-side’s selection criteria for investing and measuring KPIs.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/video-ad-spend-report-2024/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-video">Digital Video</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-181133 iab_research type-iab_research status-publish hentry category-digital-video category-retail-media category-the-rise-of-retail-media-networks iab_research_type-digital-media iab_research_type-digital-video iab_organization_type-measurement-addressability-data-center" data-search-string="retail media goes to the movies iab 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/retail-media-goes-to-the-movies/">Retail Media Goes to the Movies</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-04-11T00:00:00+00:00">April 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/retail-media-goes-to-the-movies/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-video">Digital Video</a> </div> <hr /> </article> <article class="post-171274 iab_research type-iab_research status-publish hentry iab_research_type-digital-media iab_research_type-digital-video" data-search-string="quarterly global video advertising spend trends: q2 2023 pubmatic 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://pubmatic.com/reports/quarterly-global-video-advertising-spend-trends-q2-2023/">Quarterly Global Video Advertising Spend Trends: Q2 2023</a> </strong></h4> <span class="byline author vcard">PubMatic</span> • <time class="updated" datetime="2023-08-20T00:00:00+00:00">August 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://pubmatic.com/reports/quarterly-global-video-advertising-spend-trends-q2-2023/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-video">Digital Video</a> </div> <hr /> </article> <article class="post-170473 iab_research type-iab_research status-publish hentry category-consumers category-digital-video iab_research_type-consumer-research iab_research_type-digital-media iab_research_type-digital-video" data-search-string="decoding digital video environments meta 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. please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/08/Meta-Realeyes-Decoding-Digital-Video-Environments.pdf">Decoding Digital Video Environments</a> </strong></h4> <span class="byline author vcard">Meta</span> • <time class="updated" datetime="2023-07-01T00:00:00+00:00">July 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/08/Meta-Realeyes-Decoding-Digital-Video-Environments.pdf"><img loading="lazy" alt="Decoding Digital Video Environments" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/08/decoding-digital-video-environments-2.png" /></a>  <p>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.</p> <p>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.</p> <p>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.</p> <p>Download the report to learn more about the strengths of different digital environments and how marketers can use this knowledge to their advantage.</p> <p><i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2023/08/Meta-Realeyes-Decoding-Digital-Video-Environments.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-video">Digital Video</a> </div> <hr /> </article> <article class="post-167778 iab_research type-iab_research status-publish hentry iab_research_type-digital-media iab_research_type-digital-video" data-search-string="global ctv &#038; creative insights innovid 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://info.innovid.com/2023-general-benchmarks-report?utm_campaign=2023_General-Benchmarks&utm_source=employee&utm_medium=general-sharing">Global CTV & Creative Insights</a> </strong></h4> <span class="byline author vcard">Innovid</span> • <time class="updated" datetime="2023-05-16T00:00:00+00:00">May 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://info.innovid.com/2023-general-benchmarks-report?utm_campaign=2023_General-Benchmarks&utm_source=employee&utm_medium=general-sharing">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-video">Digital Video</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-167111 iab_research type-iab_research status-publish hentry category-ad-revenue iab_research_type-digital-media iab_research_type-digital-video" data-search-string="2022 video ad spend &#038; 2023 outlook: defining the next generation iab now in its tenth year, the iab 2022 video ad spend &amp; 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/2022-video-ad-spend-2023-outlook/">2022 Video Ad Spend & 2023 Outlook: Defining the Next Generation</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-05-03T00:00:00+00:00">May 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/2022-video-ad-spend-2023-outlook/"><img loading="lazy" alt="2022 Video Ad Spend &#038; 2023 Outlook: Defining the Next Generation" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/04/2022-video-ad-spend-2023-outlook-768x234.png" /></a>  <p>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.</p> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/2022-video-ad-spend-2023-outlook/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-video">Digital Video</a> </div> <hr /> </article> <article class="post-163989 iab_research type-iab_research status-publish hentry iab_research_type-digital-media iab_research_type-digital-video" data-search-string="the state of ctv advertising report &#8211; 2h 2022 tvision 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. please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/TVision-State-of-CTV-2H-2022.pdf">The State of CTV Advertising Report – 2H 2022</a> </strong></h4> <span class="byline author vcard">TVision</span> • <time class="updated" datetime="2023-03-21T00:00:00+00:00">2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p><i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/TVision-State-of-CTV-2H-2022.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-video">Digital Video</a> </div> <hr /> </article> </div></div><div class="group-wrapper"><h3 class="red red-line uk-margin uk-margin-medium-top" id="gaming-esports"><strong>Gaming/Esports</strong></h3><div data-articles-filterable><article class="post-179923 iab_research type-iab_research status-publish hentry category-gaming iab_research_type-digital-media iab_research_type-gaming-esports iab_organization_type-experience-center" data-search-string="changing the game: how games advertising powers performance iab 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: investment in games advertising is on the rise. marketers use games to reach engaged, receptive consumers. games are considered a brand safe and measurable ad platform. games advertising influences the entire purchase journey. marketers are winning with games advertising in the mix." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/changing-the-game-how-games-advertising-powers-performance/">Changing the Game: How Games Advertising Powers Performance</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-03-26T00:00:00+00:00">March 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/changing-the-game-how-games-advertising-powers-performance/"><img loading="lazy" alt="Changing the Game: How Games Advertising Powers Performance" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/03/changing-the-game-how-games-advertising-powers-performance-4-768x456.png" /></a>  <p><em>Changing the Game: How Games Advertising Powers Performance</em> 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.</p> <p>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.</p> <p><strong>Key takeaways include:</strong></p> <ul> <li>Investment in games advertising is on the rise.</li> <li>Marketers use games to reach engaged, receptive consumers.</li> <li>Games are considered a brand safe and measurable ad platform.</li> <li>Games advertising influences the entire purchase journey.</li> <li>Marketers are winning with games advertising in the mix.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/changing-the-game-how-games-advertising-powers-performance/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#gaming-esports">Gaming/Esports</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> </div> <hr /> </article> <article class="post-164105 iab_research type-iab_research status-publish hentry iab_research_type-consumer-research iab_research_type-digital-media iab_research_type-gaming-esports" data-search-string="intrinsic in-game advertising report frameplay 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: intrinsic ads aren’t disruptive to gameplay, but gamers still spot them and identify the products they’re advertising. intrinsic in-game ads are preferred and are gaining traction, despite historical prevalence of interstitial ads. intrinsic in-game ads are not only the most effective, they’re the least disruptive to the gaming experience. more than twice as many respondents named interstitial (54%) and adjacent (43%) ads as more distracting than intrinsic in-game ads (24%). please note for any non-iab research, 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/Frameplay_Intrinsic_InGame_Advertising_Report.pdf">Intrinsic In-Game Advertising Report</a> </strong></h4> <span class="byline author vcard">Frameplay</span> • <time class="updated" datetime="2023-03-23T00:00:00+00:00">2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.</p> <p>Key findings include:</p> <ul> <li>Intrinsic ads aren’t disruptive to gameplay, but gamers still spot them and identify the products they’re advertising.</li> <li>Intrinsic in-game ads are preferred and are gaining traction, despite historical prevalence of interstitial ads.</li> <li>Intrinsic in-game ads are not only the most effective, they’re the least disruptive to the gaming experience. More than twice as many respondents named interstitial (54%) and adjacent (43%) ads as more distracting than intrinsic in-game ads (24%).</li> </ul> <p><i>Please note for any non-IAB research, 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.</i></p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/wp-content/uploads/2023/03/Frameplay_Intrinsic_InGame_Advertising_Report.pdf">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#gaming-esports">Gaming/Esports</a> </div> <hr /> </article> <article class="post-163985 iab_research type-iab_research status-publish hentry iab_research_type-brand-media-strategies iab_research_type-consumer-research iab_research_type-digital-media iab_research_type-gaming-esports" data-search-string="retail, gaming &#038; the next generation: the new ways that gen alpha &#038; gen z are engaging with retail brands superawesome 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.superawesome.com/ebook-best-practices-how-retail-brands-can-reach-young-audiences-in-and-around-the-metaverse/">Retail, Gaming & the Next Generation: The new ways that Gen Alpha & Gen Z are engaging with retail brands</a> </strong></h4> <span class="byline author vcard">SuperAwesome</span> • <time class="updated" datetime="2023-03-21T00:00:00+00:00">2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">   <p>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.<br /> • Learn why Gen Alpha and Gen Z are so important for retailers.<br /> • See the new media mix for reaching kids and teens.<br /> • Explore six strategies for entering the gaming ecosystem.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.superawesome.com/ebook-best-practices-how-retail-brands-can-reach-young-audiences-in-and-around-the-metaverse/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#brand-media-strategies">Brand & Media Strategies</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic has-more-tags" href="#digital-media">Digital Media</a> <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +1 </button>  <div uk-dropdown="pos: bottom-justify;" class="results-card-badge-dropdown uk-text-left"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic topic-badge-button" href="#gaming-esports"> Gaming/Esports </a> </div> </div> <hr /> </article> <article class="post-163506 iab_research type-iab_research status-publish hentry category-gaming iab_research_type-digital-media iab_research_type-gaming-esports iab_organization_type-experience-center" data-search-string="finding success with in-game advertising iab “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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/finding-success-with-in-game-advertising/">Finding Success with In-Game Advertising</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-03-08T00:00:00+00:00">March 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/finding-success-with-in-game-advertising/"><img loading="lazy" alt="Finding Success with In-Game Advertising" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/03/finding-success-with-in-game-advertising-6.png" /></a>  <p>“<a href="https://www.iab.com/wp-content/uploads/2023/03/IAB_Finding_Sucess_With_In-Game_Advertising_Research.pdf">Finding Success with In-Game Advertising: Perceptions of Buyers and Sellers</a>”, 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.</p> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/finding-success-with-in-game-advertising/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#digital-media">Digital Media</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#gaming-esports">Gaming/Esports</a> </div> <hr /> </article> </div></div><div class="group-wrapper"><h2 class="uk-margin uk-margin-medium-top" id="retail-media-e-commerce"><strong>Retail Media & E-Commerce</strong></h2><div data-articles-filterable><article class="post-187768 iab_research type-iab_research status-publish hentry category-retail-media iab_research_type-consumer-research iab_research_type-retail-media-e-commerce iab_organization_type-measurement-addressability-data-center" data-search-string="unconnected commerce: the disconnect between brands and consumers in digital video shopping iab as the consumer purchase journey condenses, merging product discovery and purchasing into one seamless experience, iab’s unconnected commerce: the disconnect between brands and consumers in digital video shopping report aims to define “commerce video” and unveil solutions for ideal ad strategies. key insights include: commerce video—digital video ads designed to drive action from an intended audience—is driving digital video ad growth. both advertisers and consumers recognize its value. advertisers often overestimate the effectiveness of their strategies. poor ad experiences lead to major backlash for advertisers. there are clear opportunities for advertisers to better align with consumer preferences. iab partnered with alter agents to conduct a comprehensive study of over 1,000 consumers and 300 marketers combining quantitative, qualitative, and ethnographic research to generate these results." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/commerce-video-research/">Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-09-17T00:00:00+00:00">September 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/commerce-video-research/"><img loading="lazy" alt="Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/09/unconnected-commerce-the-disconnect-between-brands-and-consumers-in-digital-video-shopping-2-768x431.png" /></a>  <p>As the consumer purchase journey condenses, merging product discovery and purchasing into one seamless experience, IAB’s Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping report aims to define “Commerce Video” and unveil solutions for ideal ad strategies.</p> <p>Key insights include:</p> <ul> <li>Commerce video—digital video ads designed to drive action from an intended audience—is driving digital video ad growth.</li> <li>Both advertisers and consumers recognize its value.</li> <li>Advertisers often overestimate the effectiveness of their strategies.</li> <li>Poor ad experiences lead to major backlash for advertisers.</li> <li>There are clear opportunities for advertisers to better align with consumer preferences.</li> <li>IAB partnered with Alter Agents to conduct a comprehensive study of over 1,000 consumers and 300 marketers combining quantitative, qualitative, and ethnographic research to generate these results.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/commerce-video-research/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#consumer-research">Consumer Research</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#retail-media-e-commerce">Retail Media & E-Commerce</a> </div> <hr /> </article> <article class="post-177356 iab_research type-iab_research status-publish hentry category-retail-media iab_research_type-data-measurement iab_research_type-retail-media-e-commerce iab_organization_type-measurement-addressability-data-center" data-search-string="iab/mrc retail media measurement guidelines iab 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/retail-media-measurement-guidelines/">IAB/MRC Retail Media Measurement Guidelines</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2024-01-30T00:00:00+00:00">January 2024</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/retail-media-measurement-guidelines/"><img loading="lazy" alt="IAB/MRC Retail Media Measurement Guidelines" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2024/02/iab-mrc-retail-media-measurement-guidelines-2-768x911.png" /></a>  <p>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.</p> <p>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.</p> <p>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.</p> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/retail-media-measurement-guidelines/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#retail-media-e-commerce">Retail Media & E-Commerce</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> <article class="post-172393 iab_research type-iab_research status-publish hentry iab_research_type-brand-media-strategies iab_research_type-retail-media-e-commerce" data-search-string="who will win their fair share of commerce media? the new commerce media revenue opportunity pubmatic 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: more than 75% of retail leaders believe commerce media can significantly increase high-margin operating income, diversify their revenue streams, improve cx for end customers, and improve relationships with brands. 95% of retailers that have adopted commerce media say their programs are exceeding or meeting roi expectations. however, there are still varying levels of success. this study examines what separates those with the greatest roi from their lower success peers to understand what effective commerce media looks like. most retailers lack internal expertise to deploy their commerce media programs strategically, which leaders cited as the key to success. organizations are turning to their technology partners to fill in knowledge and expertise gaps and help retailers build their commerce media networks." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://pubmatic.com/reports/who-will-win-fair-share-commerce-media/">Who Will Win Their Fair Share of Commerce Media? The New Commerce Media Revenue Opportunity</a> </strong></h4> <span class="byline author vcard">PubMatic </span> • <time class="updated" datetime="2023-09-14T00:00:00+00:00">September 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://pubmatic.com/reports/who-will-win-fair-share-commerce-media/"><img loading="lazy" alt="Who Will Win Their Fair Share of Commerce Media? The New Commerce Media Revenue Opportunity" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/10/who-will-win-their-fair-share-of-commerce-media-the-new-commerce-media-revenue-opportunity-768x575.jpg" /></a>  <p>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.</p> <p>Among the findings:</p> <ul> <li>More than 75% of retail leaders believe commerce media can significantly increase high-margin operating income, diversify their revenue streams, improve CX for end customers, and improve relationships with brands.</li> <li>95% of retailers that have adopted commerce media say their programs are exceeding or meeting ROI expectations. However, there are still varying levels of success. This study examines what separates those with the greatest ROI from their lower success peers to understand what effective commerce media looks like.</li> <li>Most retailers lack internal expertise to deploy their commerce media programs strategically, which leaders cited as the key to success. Organizations are turning to their technology partners to fill in knowledge and expertise gaps and help retailers build their commerce media networks.</li> </ul> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://pubmatic.com/reports/who-will-win-fair-share-commerce-media/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#brand-media-strategies">Brand & Media Strategies</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#retail-media-e-commerce">Retail Media & E-Commerce</a> </div> <hr /> </article> <article class="post-171155 iab_research type-iab_research status-publish hentry iab_research_type-data-measurement iab_research_type-retail-media-e-commerce iab_organization_type-measurement-addressability-data-center" data-search-string="retail media 2023: operational strategies for growth iab 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." > <header> <h4 class="entry-title"><strong><a target="_blank" href="https://www.iab.com/insights/operational-strategies-to-meet-the-growth-potential/">Retail Media 2023: Operational Strategies for Growth</a> <svg class="reddot" viewBox="0 0 50 50" width="15" height="15" xmlns="http://www.w3.org/2000/svg"><title>IAB Research</title><circle cx="25" cy="25" r="25" fill="#dc291e" /></svg></strong></h4> <span class="byline author vcard">IAB</span> • <time class="updated" datetime="2023-09-13T00:00:00+00:00">September 2023</time> </header> <div class="entry-summary uk-margin-top" style="color: gray;">  <a target="_blank" href="https://www.iab.com/insights/operational-strategies-to-meet-the-growth-potential/"><img loading="lazy" alt="Retail Media 2023: Operational Strategies for Growth" class="uk-align-right" style="box-shadow: 4px 8px 20px #999; width: auto; max-width: 260px; max-height: 200px; object-fit: contain;" src="https://www.iab.com/wp-content/uploads/2023/09/retail-media-2023-operational-strategies-for-growth-2-768x1113.png" /></a>  <p>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.</p> <p>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.</p> <p>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.</p> </div> <div class="uk-clearfix"></div> <div class="entry-footer"> <a class="learn-more" target="_blank" href="https://www.iab.com/insights/operational-strategies-to-meet-the-growth-potential/">Learn more</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#retail-media-e-commerce">Retail Media & E-Commerce</a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="#data-measurement">Data & Measurement</a> </div> <hr /> </article> </div></div>  </div> </div> </div> </div> </div> </div> </section> <footer class="uk-height-small" style="background: black;max-width: 100%;" role="contentinfo"> <div class="uk-flex uk-height-1-1"> <div class="footer-logo-mobile"> <a href="https://www.iab.com/"> <img src="https://www.iab.com/wp-content/themes/iab/assets/img/iab-footer.jpg" alt="IAB | Interactive Advertising Bureau"> </a> </div> <div class="footer-content uk-flex uk-width-auto uk-flex-middle"> <div class="uk-margin-large-left social-links"> <a class="uk-margin-small-right" href="https://www.facebook.com/IAB" target="_blank" aria-label="facebook"> <i class="fa fa-facebook" aria-hidden="true"></i> </a> <a class="uk-margin-small-right" href="https://twitter.com/iab" target="_blank" aria-label="twitter"> <i class="fa fa-twitter" aria-hidden="true"></i> </a> <a class="uk-margin-small-right" href="https://www.linkedin.com/company/iab/" target="_blank" aria-label="linkedin"> <i class="fa fa-linkedin" aria-hidden="true"></i> </a> <a class="uk-margin-small-right" href="https://instagram.com/iab_com/" target="_blank" aria-label="instagram"> <i class="fa fa-instagram" aria-hidden="true"></i> </a> <a class="uk-margin-small-right" href="https://www.youtube.com/user/IABtv" target="_blank" aria-label="youtube-play"> <i class="fa fa-youtube-play" aria-hidden="true"></i> </a> </div> </div> <div class="footer-menu uk-flex uk-width-expand uk-flex-middle uk-margin-large-right"> <div class="uk-flex uk-flex-column uk-width-1-1 uk-text-right uk-margin-medium-right"> <div> <ul id="footer-nav" class="uk-list-inline uk-margin-remove uk-padding-remove footer-links"><li class="menu-about-iab custom-link"><a href="/our-story/" class="fancybox">About IAB</a></li> <li class="menu-annual-report custom-link"><a href="/iab-annual-reports/" class="fancybox">Annual Report</a></li> <li class="menu-contact-us custom-link"><a href="/contact/" class="fancybox">Contact Us</a></li> <li class="menu-statements-press custom-link"><a href="/news/" class="fancybox">Statements & Press</a></li> <li class="menu-iab-careers custom-link"><a href="/careers/" class="fancybox">IAB Careers</a></li> </ul> <div class="footer-submenu"> <ul id="secondary-footer-nav" class="uk-list-inline uk-margin-remove uk-padding-remove"><li class="menu-manage-email-marketing-preferences"><a href="https://www.iab.com/manage-preferences/" class="fancybox">Manage Email Marketing Preferences</a></li> <li class="menu-privacy-policy"><a href="https://www.iab.com/privacy-policy/" class="fancybox">Privacy Policy</a></li> <li class="menu-terms-of-use"><a href="https://www.iab.com/terms-of-use/" class="fancybox">Terms of Use</a></li> <li class="menu-your-ad-choices custom-link"><a href="http://www.aboutads.info/" class="fancybox">Your Ad Choices</a></li> <li class="menu-antitrust-principles-compliance"><a href="https://www.iab.com/statement-of-antitrust-principles-and-compliance/" class="fancybox">Antitrust Principles & Compliance</a></li> </ul> </div> </div> </div> <div class="footer-logo"> <a href="https://www.iab.com/"> <img src="https://www.iab.com/wp-content/themes/iab/assets/img/iab-footer.jpg" alt="IAB | Interactive Advertising Bureau"> </a> </div> </div> </div>  <a href="#" class="btn-scroll-top"> <img src="https://www.iab.com/wp-content/themes/iab/assets/img/backtotop.png" alt="Back to Top" /> </a> </footer> <script> function handleLogin(redirect) { const url = redirect ? 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