IAB and Adapt.tv’s latest State of the Video Industry report released last week highlights online video spend is set to rise 37% in the coming year, and that one fifth of inventory is being bought programmatically. Mobile video shows the strongest growth from last year with more than 80% of buyers now purchasing mobile video inventory.
Advertisers are also using more sophisticated ways of delivering their message. Two thirds of publishers say they have seen their CPMs increase by 25% or more in the last 12 months. While 84% of buyers still purchase direct from publishers, of which 66% is bought through demand-side platforms and 38% through private marketplaces.