Video investment continues to significantly outpace the rest of the ad market and is set to continue throughout 2021 according to new research. The Attitudes to Digital Video Report released today by IAB Australia found that 68% of agencies expect investment in digital video advertising to increase in 2021. The report also found that 94% of agencies using digital video for increasing brand awareness expressed satisfaction with their campaign results, while the ability of digital advertising to reach audiences at scale was identified as the number one reason why 59% of agencies continue to use or recommend digital video advertising.
IAB Australia has continued its’ drive for higher standards for digital video audience measurement and for this reason has chosen not to endorse secondary crediting for video within Nielsen’s Digital Content Ratings (DCR) product. The decision comes as Nielsen informed the Australian market that there has been a delay in delivering viewing time qualifiers for DCR until February 2019.
Industry veteran and former CEO of IAB Australia, Paul Fisher, has been announced as the Commercial Director of Cartelux, an Australian based digital video agency, with a rapidly expanding international roster of clients across the automotive, property, lifestyle, and technology verticals.
