BUSINESS: Research + Stats Mobile Video Consumption: Nowhere to Go But Up By Staff Friday, March 1, 2019 1:34 PM Video has become an integral and powerful part of what the IAB (or Interactive Advertising Bureau) refers to as the “attention stack” that brands need to be aware of if they are going to successfully reach today’s consumers. This is due, in part, to the ongoing convergence between traditional TV and digital video.To gain a better understanding of the new “video” landscape, IAB’s Digital Video Center of Excellence developed a “landscape report” that provides some perspective on the burgeoning video market. The report was compiled after a review of existing industry research reports and publications, as well as discussions with several industry executives and subject matter experts, across broadcast, cable, digital pure plays, agencies and brands, IAB noted in the background section of the report.The complete report can be downloaded here.One of the objectives of the report is to provide an overview on “the state of the video advertising ecosystem,” IAB noted. “It will also serve as a modular tool to simplify video and educate the advertising marketplace about the growth and value of video in reaching and engaging consumers.”While noting the complexities of the video ecosystem, IAB noted that this sector has seen an increased number of content creation sources, delivery and consumption channels, and platforms, which has led to more video viewing time in total. While traditional TV still dominates ad revenue, digital video – especially mobile video – is the fastest-growing video type by consumption, IAB noted.Among the highlights of the report:Video viewing accounts for the biggest share of daily media time spent; and digital video viewing time has shown continued increases year-over-yearMobile video is taking a greater share of total digital video consumption and it continues to growMobile will likely continue to rise with 5G planned for a global launch in 2020TV ad spend remains dominant, though digital video is exhibiting a fast revenue growth rate whereas TV ad spend has peakedNearly 60 percent of marketers’ digital advertising budgets are allocated to digital videoAdvertisers will spend more than $10 million, on average, on their brand’s digital/mobile video advertising in 2018.As IAB concluded in its report, “Convergence of traditional TV and digital video consumption is growing rapidly, impacting advertising planning, selling, and buying. This confluence of consumer behavior and technology will continue to propel the industry to adopt a more holistic understanding of the consumer that recognizes the differences by consumption, platform, content type, and audience segment.”