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Attitudes to Digital Video Advertising
The second annual IAB Europe Attitudes to Digital Video Advertising report highlights the following key findings. The research shows that nearly all stakeholders are now deploying some form of digital video advertising strategy, with over 90% of advertisers, media agencies and publishers claiming that they are using the channel. Investment in mobile video advertising has overtaken desktop as consumer media consumption habits continue to evolve to a mobile first environment. Investment in connected TV has also increased with advertisers particularly optimistic about this channel. As highlighted in the first report, in-stream pre-roll formats continue to be the dominant digital video advertising format whilst out-stream and in-banner continue to increase. In terms of trading, direct or programmatic direct is the key mechanism used for the buying and selling of digital video advertising inventory as programmatic RTB trading is growing.
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