When the Digital Content NewFronts launched in 2008, no one could have predicted the issues digital video would one day face, such as brand safety, misleading political ads and conspiracy videos. However, the Interactive Advertising Bureau, which operates the NewFronts, says that hasn’t deterred advertisers—and it has the research to back that claim up. IAB found that eight out of 10 advertisers increased their original digital video (ODV) budget after attending the NewFronts in 2017, while 87 percent agreed that advertising on original video programming is an essential part of their clients’ media buys.
“This study confirms that brands and media buyers are following audiences as they flock to digital screens to engage with innovative storytelling that harnesses sight, sound and motion,” said Anna Bager, evp of industry initiatives, IAB. “Original digital video content is taking a vital role in the mix, with advertisers making bigger investments in the medium year after year.”