Digital Marketing Researches & Reports

Video Landscape Report, 2018 | IAB

Video Marketing | Global

The current video landscape is complex and evolving due to the confluence of technological innovations and consumer behavior shifts. The IAB Video Center of Excellence has created this “Video Landscape Report.” It was gathered from existing industry research and analysis, and also consultations with more than a dozen industry practitioners and subject matter experts from broadcast, cable, Ad-tech, digital pure plays, agencies, and brands.

The report revealed the perspectives on the current state of the video advertising ecosystem and discusses current opportunities, challenges, and emerging trends.

The Key Finding of Video Landscape Report, 2018

  • Digital media grabbed the highest growth of Ad spending in 2018.
  • The digital video revenue on smartphones and tablets reaching $6.2 billion in FY 2017, a 53% rise from FY 2016.
  • For the first time, mobile video overtook desktop video revenue and comprised 52% of all video ad spend in 2017.
  • 51% of marketers are planning to increase spending on mobile and digital video advertising in the next 12 months.
Total Media Ad Spending Growth in 2018 - Digital Ad Spending

A Graph Shows the Total Media Ad Spending Growth in 2018

Content of the “Video Landscape Report, 2018“:

  • Introduction
  • Background
  • Executive Summary – State of Video
  • Landscape
  • Growth Opportunities
  • Challenges & Solutions
  • Emerging Trends
  • IAB Call To Action
  • IAB Resources
  • Closing Thoughts

Number of Pages:

  • 55 Pages


  • Free


The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, IAB accounts for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.

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