The Video Advertising State of the Nation Report outlines the attitudes and plans of Australian media buyers in relation to all forms of digital advertising. The report found that Brand building is still the dominant objective for digital video advertising campaigns and agencies are highly satisfied with digital video delivering on brand objectives. However, current economic conditions are influencing agencies objectives of digital video campaigns with a significant increase in the use of digital video on computer and mobile for increasing purchase intent and increasing sales this year. Agencies have been more greatly satisfied with the capabilities for driving purchase/action intent for digital video campaigns on computer and mobile. Download the full report below.
IAB Australia Research Director, Natalie Stanbury, presents some of the key findings at the Video Summit 2023: