Study: Marketers Projected to Spend $17.8M on Digital/Mobile Video in 2019

As video content continues to grow in prominence, new research suggests that marketers will spend more money on it throughout 2019 than in recent years.

IAB recently published the “IAB Video Advertising Spend Report” and discovered that between 2018 and 2019, there was a 25 percent increase in the average dollar amount spent on digital/mobile video advertising. In 2019, marketers are projected to spend approximately $17.8 million on digital/mobile video.

In addition, nearly three-out-of-four people plan to increase their video ad spend over the next 12 months alone. Currently, approximately two-thirds of digital budgets go toward video (mobile and desktop video are evenly allocated).

Between 2018 and 2019, there was a 31 percent increase in the average dollar amount spent on original digital video as well. In 2019, marketers are expected to spend approximately $9.3 million on this type of digital video.

B2B Marketers and Video Marketing Tactics

Among B2B marketers, in particular, video marketing is beginning to become a go-to form of content marketing, according to previous research.

Spiceworks surveyed more than 250 B2B marketers to determine which trends are on the rise in terms of marketing tactics. The statistics suggested that the most mainstream trends are video marketing (68 percent), followed by ABM strategy (64 percent) and on-demand content strategy (55 percent).

Influencer marketing strategy (48 percent), purchase-intent targeting (44 percent) and advertising on emerging social channels (44 percent) are some of the B2B tactics that are on the rise.