Digital video advertising is on the rise: IAB

July 3, 2024 12:01

Digital video advertising investments are being more widely embraced, with 92% of media agencies using them as a significant or regular part of their marketing activity, according to IAB Australia’s Video Advertising State of the Nation report.

Now in its fourth year, the report offers insights on video advertising investment, assessment and plans from media agencies – covering all forms including BVOD, AVOD, social video, and short form editorial. For the first time, however, the report has also explored the usage of digital video on digital out-of-home (DOOH) screens and retail media formats.

It found that there have been significant increases in the usage of nearly all digital formats, with screen strategies expanding to include DOOH video ads, and digital video retail media formats. Likewise, the frequency of using connected TV advertising has increased, with 55% of marketers saying it makes up a significant amount of their advertising activity.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.