Online video ad spend to rise 22%

The IAB predicts a 22% increase in digital video ad spend over the next 12 months.

According to the IAB, 69% of marketers and 55% of agency executives expect digital video advertising to rise over the next year.

Those surveyed expect to spend 17% of their total online display advertising budget on digital video.

Digital video is thought to be more trackable, targetable and encourages a higher engagement rate. Marketers also plan to shift TV ad dollars to online video because of better ROI, the survey found.

The most popular digital video format is pre-roll.

Read the full MediaPost article here.